FDA Demand 'Jeopardises Integrity of Research'

In the US, the Marketing Research Association (MRA) has defended the need for confidentiality in marketing research, in response to the government's demand for marketing research information to be handed over by tobacco giant Phillip Morris.

Last month, the Food and Drug Administration (FDA) demanded that Phillip Morris hand over all the market research it had conducted or possesses on how consumers react to the firm's planned changes to Marlboro Lights packaging.

The FDA is about to introduce a ban on promoting cigarettes as 'light', 'mild', or 'low-tar', saying that the implication of these terms is that these cigarette brands are less harmful.

To allow for the new ruling, Phillip Morris has attached 'onserts' to its Marlboro Lights packs that state, 'Your Marlboro Lights pack is changing. But your cigarette stays the same. In the future, ask for Marlboro in the gold pack'.

In a letter to the firm, the FDA demanded that the firm produces all documents relating to its market research - whether qualitative, empirical or otherwise - on consumer perceptions about the gold packages and the health risks of the cigarettes inside.

MRA's General Counsel, LaToya Rembert-Lang has now told the FDA that while the MRA understands the importance of pursuing the investigation, the demand jeopardises the integrity of the survey and opinion research profession.

'Any request that may potentially identify a participant or release a participant's information without their express consent runs counter to the ethical standards and integrity of the survey and opinion research profession,' explains Rembert-Lang. 'In a business where public apathy runs high and data is the main focus of the business, integrity and assurances are central to maintaining quality standards in the survey and opinion research process.'

Web site: www.mra-net.org .