ICC ESOMAR CODE REVIEW 2023 – MEMBER CONSULTATION PERIOD

Please send ADIA your input by COB Thursday, 26 October 2023. We will then consolidate feedback and send a single ADIA submission to ESOMAR.

The ICC ESOMAR International Code of Market, Opinion and Social Research and Data Analytics is up for review.

ADIA and our members are invited to comment as an Association partner that endorses the ICC ESOMAR Code. Last revised in 2016, the current review aims to respond to rapid technological changes, the regulatory environment and society.

The objectives of this Review include:

1. To review if the ICC ESOMAR International Code is up to date and fit for purpose. 
2. To ensure that it reflects the changing landscape for research and data analytics and self-regulatory coverage of the sector, including new entrants and those working in related fields.
3. To take account of any changes in the review of the ICC Code on Marketing and Advertising that is now underway.

ADIA and ESOMAR welcome your thoughts and suggestions on issues and developments that have arisen since the last Code update. 

Please send ADIA your input by COB Thursday, 26 October 2023. We will then consolidate feedback and send a single ADIA submission to ESOMAR.

To submit your comments, please follow this procedure:

1. Access the online form here
2. Add your amendments and comments in the Word document.
3. Save the text.
4. Send the feedback form to sarah@dataandinsights.com.au.

Should you have any questions, please do not hesitate to contact me on 0460 012 092.

Background

An ESOMAR Project Team is reviewing the areas that need to be updated to help ensure the Code stays relevant in a rapidly changing context.

So far, the team has identified the following issues that could be relevant to updating the Code:

• AI, transparency, distinguishing AI-generated data, ethical limits of use and legislation.
• Definition of research today and who is a researcher Research in the metaverse.
• With disintermediation, who is accountable for what when research functions are outsourced to different parties via research tech and platforms?
• The difference between findings and interpretation
• Blurring between primary and secondary data
• Transparency in methodology and data collection
• Diversity and inclusion

If there are areas you think need to be changed, expanded or clarified, please indicate which Article of the Code you suggest should be updated and why. 

Background: The Code, first jointly published by ICC and ESOMAR in 1977, sets essential standards to ensure that researchers meet their ethical, professional and legal responsibilities to the individuals whose data they use and to the clients and organisations they serve. The Code helps our sector promote market research self-regulation to legislators and advocates that research should retain a privileged position when legislative restrictions are being proposed. The Code, which is principle-based with details covered in guidelines, is now adopted by 60+ national associations worldwide.