“One of our core values as a company is to always do the right thing. And if there are times when we fall short, we commit to being open, taking responsibility for the problem, and fixing it,” says Uber’s new chief executive Dara(pictured above), in a $10m (£7.57m) “apology ad” for Uber that launched in May [see image above].

Though wildly successful, the ride-hailing company has, until very recently, displayed no interest in “doing the right thing.” Last year Uber all but ground to halt under a weight of successive scandals including a toxic workplace where sexual harassment went unchecked and a data breach affecting 50 million users. Finally, they lost their licence to operate in London, their biggest European market.

You can read the rest of my column on Campaign Live 

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