ESOMAR announces major update to the ICC/ESOMAR International Code to reflect AI and emerging technology

ESOMAR, the global community for data, research, and insights, in collaboration with the International Chamber of Commerce (ICC), today announced a significant revision to the ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics. This landmark update, the most substantial in nearly a decade, directly addresses the profound impact of artificial intelligence (AI), synthetic data, and other emerging technologies on the global research landscape.

Formally adopted at ESOMAR’s Annual General Meeting and validated by the ICC Executive Board, the revised 2025 Code reinforces ethical standards for the entire research and data analytics community. It reflects the increasingly complex realities of a data environment where AI is rapidly reshaping how research is conducted, from data collection and analysis to reporting and interpretation.

Key changes in the updated Code include new principles specifically addressing AI and synthetic data. These additions provide clear definitions and responsibilities around the use of AI, synthetic data, and synthetic personas, with a strong emphasis on transparency and human oversight. As AI-driven tools become more prevalent, the Code mandates disclosure of their use in research, including the extent of human involvement in sampling, deployment, analysis, or interpretation.

Furthermore, the revision offers greater clarity on primary and secondary data use, guiding practitioners on consent, notification, and legal requirements, particularly concerning immersive or biometric data collection methods. The fragmentation of the research process, with evolving roles for researchers, data scientists, and technology providers, is also addressed through expanded guidance on data protection and subcontracting, clarifying responsibilities across the entire value chain.

A new principle emphasizing “duty of care” has been introduced, mandating respect for participants and outlining protocols for vulnerable individuals and emergency situations. This underscores the industry’s commitment to protecting individuals and promoting ethical conduct in all research endeavors.

“The revised Code is a direct response to the transformative changes in our industry,” stated Joaquim Bretcha, Director General of ESOMAR. “Our primary goal was to ensure the Code continues to protect individuals, promote transparency, and support the responsible innovation that is essential to our profession.”

First established in 1948 and jointly adopted with the ICC since 1977, the ICC/ESOMAR International Code serves as the global benchmark for ethical self-regulation in research and analytics. Endorsed by over 60 associations in more than 50 countries, adherence to the Code is mandatory for all ESOMAR members, reinforcing the industry’s commitment to trust, integrity, and professional excellence in the age of AI.