ESOMAR, together with the International Chamber of Commerce (ICC), has released an update to the ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics, in light of raising levels of consumer concerns regarding privacy issues.
Drafted by an international team of research and privacy experts, the recent changes clarify researchers’ responsibilities when using new methods for collecting data. The updated Code will not only ensure that traditional researchers and new entrants to the field remain sensitive to consumer concerns, but also protect the privacy and security of all personal data collected.
ICC Secretary General John Danilovich said: “ICC is delighted to present the latest revision of the Code. The changes underline our long-standing commitment to promote the highest standards of ethical behaviour. In this digital and data-driven age, it is vital to protect individuals who participate in research projects.”
ESOMAR Director General Finn Raben said: “Over the decades, we have witnessed a digital revolution. However, one thing that has not changed is our reliance on the cooperation of the public and their confidence that research is carried out honestly and objectively without infringing their privacy or creating disadvantages for those whose data is used in research.”
Last revised in 2007, the Code is a recognised global standard for the US$68 billion market research sector. The Code provides a unique set of guidelines for professionals who provide data-driven research solutions for business and social challenges.
The revision of the Code will continue to serve as the self-regulatory framework that has been successfully in place for many decades.
ESOMAR has promoted the use of a market research code since 1948 and joined with ICC in 1977 to create a universal code for the global market research industry, built on the existing international code based on the international ICC Code of Standards of Advertising Practice.