Why The ICC/Esomar Code Will Matter More Than Ever In 2026

The ICC/Esomar International Code on Market, Opinion and Social Research and Data Analytics has long served as the industry’s ethical compass. Esomar and ICC co-authored the latest version of the Code which was published after several rounds of global consultations with local associations, members and industry stakeholders, and its final approval by the Esomar membership and ICC in June 2025.

The updated ICC/Esomar International Code of Conduct evolved into something ever more powerful with the aim to embody a shared license to operate in a trusted environment. In an era where artificial intelligence is native, misinformation is rampant, and scepticism is growing, this license has never mattered more.

The Value of Trust

Indeed, trust is the most valuable currency in the market, opinion and social research and data analytics industry. It’s the foundation upon which the work of researchers and all other actors involved in the research process is built: trust from the public who share their data, trust from clients who need reliable and accurate findings, and public confidence that the insights’ industry produces reliable and credible work.

The latter aspect is paramount for Vinay Ahuja, Professional Standards Committee Member, Esomar and VP Analytics and Insight, Consumer Strategy, P&G Europe, for whom “the ICC/Esomar International Code on Market, Opinion and Social Research and Data Analytics empowers the industry to act responsibly. It protects us and our participants; it powers public trust. And without trust, there is no research. Without trust, there is no insights industry.”

Furthermore, safeguarding different aspects of trust in the market, opinion and social research and data analytics industry is also important for Axel Tandberg, FEDMA Board Member and ICC Member, who highlights that “for ethical actors, innovation and responsibility must go hand in hand. The revised ICC/Esomar Code delivers exactly that: a framework that adapts to new technologies without losing sight of public trust. As a contributor to the revision and chair of a self-regulatory body that uses the Code daily, I’ve seen how essential its adaptability is. These updates ensure the Code continues to guide, protect and sustain trust in our industry.”

The Changing Landscape of Research

Since the last revision of the ICC/Esomar International Code of Conduct in 2016, the insights ecosystem has undergone a dramatic transformation. Three seismic shifts have redefined how all actors in the research and insights industry work:

1. The prevalence of AI: Technologies like machine learning, generative AI, and synthetic data have moved from the margins to the mainstream. Automation now influences how we sample, analyse, and report findings.

2. Disintermediation: The traditional linear model of research—where agencies managed end-to-end processes—has given way to a fragmented ecosystem. Clients conduct their own studies, platforms collect data independently, and self-service tools proliferate. While responsibility is dispersed, accountability must remain shared.

3. Trust Under Pressure: In an age of deepfakes, disinformation, distortion, fabrication of data and manipulation, the public, and rightfully so, increasingly questions the validity of data. “Can I trust these numbers?” is no longer a rhetorical question—it’s a real concern.

The 2025 revision of the ICC/Esomar International Code of Conduct was necessary to reflect this changing landscape of research: a proactive, future-proof framework designed to protect participants, uphold professional standards, and reinforce public trust.

Key Innovations in the 2025 Code

The revised ICC/Esomar International Code of Conduct introduces several updates in comparison to the 2016 Code. Here are just some examples:

• AI and Synthetic Data and Persona: the Code explicitly addresses artificial intelligence, synthetic data, and synthetic personas. These are not speculative technologies—they are shaping our industry today.

• The notion of Duty of Care strengthened: Researchers must respect the right to participate of all participants including the subjects of secondary data collection.

• Shared Responsibility: Ethical accountability can no longer be outsourced. Every actor—clients, researchers, platforms, subcontractors—is responsible for upholding the Code to the extent of their responsibility within the process. This marks a fundamental shift in how responsibility is distributed across the ecosystem.

These concepts are embedded in the 2025 ICC/Esomar International Code of Conduct articles:

• Article 7 – Fit for Purpose: Research must be honest, relevant, and transparent. Blind spots, gaps, and the role of AI must be disclosed, along with the extent of human oversight.

• Article 9 – Publishing in the Age of AI: Disclosure is mandatory. If synthetic data or AI was used, the public must be informed. Transparency is no longer optional, it’s a requirement.

·       Article 6 – Privacy and Protection: Stronger safeguards are now mandated to defend against AI-driven re-identification, cyberattacks, and data breaches. Participants and authorities must be notified if something goes wrong. According to Philippe Guilbert, Syntec Study Expert and Professional Standards Committee member, “the ICC/Esomar International Code of Conduct is a key document for insights companies to comply with, but it is equally essential for clients to understand the transparency, confidentiality and accountability obligations of their suppliers which apply to all types of data, and all methods and techniques, including those using generative AI.”

Self-Regulation: A Strategic Advantage

Self-regulation is not a constraint, it is a strategic enabler. It empowers researchers, protects the integrity of their activities, and ensures the industry remains resilient in a rapidly evolving world. For Joaquim Bretcha, former Director General of Esomar, “for long, self-regulation has reflected the maturity and professionalism of the research industry. Through this proactive model, researchers collectively hold each other to the highest level of responsibility and ethics, continuously guaranteeing the integrity, accountability and professional excellence of the research ecosystem.”

Andrew Wilson, ICC Deputy Secretary General, in his address to the 2025 Esomar Congress attendees also highlights the importance of self-regulation as a strategic enabler by referring to the ICC-Esomar collaboration: “in our profession, the long-standing partnership between ICC and Esomar is a powerful example of self-regulation in action. Together, ICC and Esomar give our standards credibility not just within our community, but also with policymakers, regulators and businesses around the world.”

Indeed, in fast-moving environments such as our industry, legislation often lags behind innovation. Self-regulation, instead, is a dynamic framework that allows the industry to respond swiftly to societal and technological changes, such as the rise of emerging technologies like AI and big data. Moreover, the ICC/Esomar International Code of Conduct is backed by local and international disciplinary processes, ensuring that unethical behaviour is addressed and that compliance is enforced. This structured enforcement mechanism enhances accountability and reinforces the integrity of the research ecosystem.

Conclusion: a Call to Action for the Industry

The 2025 ICC/Esomar International Code of Conduct should live beyond paper and be embedded in daily research practice. All research actors are required to comply with the Code and adhere to its five fundamental principles by

1)    Committing to legality, honesty, transparency and truth.

2)    Conducting research with due care and interacting fairly, respectfully and avoiding harm to the data subject.

3)     Communicating clearly to data subjects on how their personal data will be collected and used.

4)    Requiring of researchers behave ethically and not do anything that may undermine the public’s trust and confidence in research or damage its reputation.

5)    Requiring of researchers to bear overall responsibility and oversight for the research they undertake, irrespective of the method, technique and technology applied. However, proportionate responsibility should be attributed to those participating in the research process in light of their activity, expertise and control.

If the industry and all its actors commit to these five fundamental and ethical principles—together—the updated ICC/Esomar International Code of Conduct will empower us, protect our credibility, and secure the future of our industry for the next decade.

This call to action is likewise echoed by Judith Passingham, former Esomar Professional Standards Chair who supervised the work on the 2025 ICC/Esomar Code of Conduct, who adds that “the code will only work effectively if all those commissioning research insist on it as a precursor to bidding for any research programme. This small practical step will show to researchers, users and members of the public that our industry means it when it says that it is trustworthy.”

Authors:

Vinay Ahuja, Professional Standards Committee Member, Esomar and VP Analytics and Insight, Consumer Strategy, P&G Europe
Joaquim Bretcha, former Director General, Esomar

Editors: 

Lauriane Eudeline, Professional Standards Coordinator, Esomar
Federica Pizzuti, Public and Government Affairs Specialist, Esomar