ESOMAR Code Gets Major Overhaul

ESOMAR has updated its Code of standards, in collaboration with the International Chamber of Commerce (ICC), to reflect changes in the profession including the rise of AI, increased use of synthetic data, and the evolving roles of researchers, data scientists and technology providers.

The Code - full title the ICC / ESOMAR International Code on Market, Opinion and Social Research and Data Analytics - was first established in 1948 and jointly adopted with the ICC from 1977. It is endorsed by more than 60 associations in more than 50 countries and is mandatory for all ESOMAR members.

The changes are the most significant for nearly a decade. Approved by the ESOMAR AGM and the Board of the ICC, the updates follow 'extensive' consultations with global legal experts, privacy advocates, national associations, and ESOMAR members worldwide.

The new version provides clear definitions and responsibilities around AI, synthetic data, and synthetic personas, with an emphasis on transparency and human oversight; revised guidance on data use, including consent, notification and legal requirements, especially when using immersive or biometric data collection methods; expanded guidance on data protection and subcontracting; stronger provisions for inclusivity and fairness in research design; and a new 'duty of care' principle mandating respect for participants and outlining protocols for vulnerable individuals and emergency situations.

Director General Joaquim Bretcha (pictured) says the revision is 'a response to the complex realities of today's data environment, where the disintermediation of the value change, and AI and emerging technologies are rapidly reshaping how research is conducted. Our goal was to ensure the Code continues to protect individuals, promote transparency, and support the responsible innovation that is essential to our profession.'

The full updated Code and supporting materials, including a summary of changes, is available at https://esomar.org/code-and-guidelines/icc-esomar-code. The association says translations will be made available in multiple languages to support global adoption.