ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics 

The ICC/ESOMAR Code is the recognised global benchmark for ethical and professional conduct in market, opinion and social research, and data analytics.  

It defines the responsibilities of all actors in the research process –towards data subjects, clients, the public and the profession – ensuring integrity, transparency and trust in how data is collected, analysed and used. In place for decades and widely adopted as best practice worldwide, the Code provides an essential layer of consumer protection.  

Established in partnership between the International Chamber of Commerce (ICC) and ESOMAR in 1977, it has been endorsed by over 60 associations across more than 50 countries. The 2025 revision, the fifth edition, keeps the Code fit-for-purpose in a rapidly evolving digital environment, with a strong focus on ethics, accountability, transparency and the necessity of human oversight. 

Who does this Code apply to? 

The ICC/ESOMAR Code applies to all those involved in market, opinion and social research and data analytics, including researchers, clients, agencies, and self-regulatory bodies. It is a living document, designed to be applied both in spirit and in letter, and to be used alongside other relevant ICC and ESOMAR guidelines. 

Key updates in the 2025 edition 

In an era shaped by misinformation, disinformation and rapid digital change – including social media, AI, synthetic data and other emerging technologies – the need for public confidence in research has never been greater.  

As the research process becomes increasingly fragmented, the Code ensures clarity about who commissions, contributes to and oversees research, and underlines their ethical, professional and legal responsibilities. By doing so, it helps safeguard integrity, accountability and confidence in research across all methods and technologies.   

AI and emerging technologies: New articles address the responsible use of AI, data privacy, and transparency, ensuring that research keeps pace with technological change. 

• Transparency and accountability: Enhanced requirements for disclosing methods, data sources, and limitations, helping clients and the public assess the validity of research findings. 

• Duty of care: Stronger protections for children, young people, and vulnerable individuals, with clarified consent and notification requirements. 

• Fit-for-purpose research: Emphasis on designing research that accurately reflects the population being studied, and on the responsibilities of all parties involved, including those using self-service platforms. 

• Global applicability: The Code is mandatory for ESOMAR members and for all organisations and professionals who adopt it, and is recognised by over 60 associations in more than 50 countries. 

The Code is built on five core principles: 

1. All research must be legal, honest, transparent and truthful. 
2. All research must be conducted with due care. Interactions must be fair, respectful and avoid harming the data subject. 
3. Researchers must clearly communicate to data subjects how their personal data will be collected and used. All personal data must be fully protected against unauthorised access or use.  
4. Researchers must behave ethically and not do anything that may undermine the public’s trust and confidence in research or damage its reputation. 
5. Researchers have the overall responsibility and oversight for the research they undertake, irrespective of the method, technique and technology applied. Those who contribute to the research have a degree of responsibility commensurate with their activities, expertise and control.