Associations quick off the mark to adopt the new ICC/ESOMAR Code

By Jan Willem Knibbe

In the 70 years’ existence of the ESOMAR Code of Conduct national associations have always played a key role in bringing the Code to life. When ESOMAR and the ICC decided to update the ICC/ESOMAR Code last year, these national associations have played a crucial role in drafting the revision of this Code and to ensure this international Code of Conduct is a truly global Code. The strength of the ICC/ESOMAR International Code results, in large part, from the national associations who choose to adopt or endorsing the ICC/ESOMAR Code and use it as an accepted currency of professional standards when working internationally.

The combination of surveys, new data and analytics opens up tremendous opportunities. This revised Code and detailed ESOMAR guidelines are fundamental tools to adapt to the challenges, while respecting the highest standards of ethical and professional conduct” added SYNTEC Etudes’ board member Philippe Guilbert, SYNTEC was the first association to adopt the new ICC/ESOMAR Code.

We are proud and honoured that in the first few months since the launch, there are already more than 30 associations that have adopted the Code! This clearly signals the added value that the Code brings to national associations’ own communities, in particular as a key enabler of international research.

“The expansion of coverage to include national association’s members is a very welcome development in our efforts to establish a consistent and comprehensive global self-regulation framework, as well as a common platform for reinforcing the public’s trust” said ESOMAR’s Director General Finn Raben, reflecting on the role of national associations.

We are living in a globalised world; the internet has made it easy to deploy cross-border research projects. A global standard for research like those set by the ICC/ESOMAR International Code and its adopting and endorsing associations, is therefore crucial. Having a global currency for ethical principles brings therefore the trust our profession needs to be able to operate within and across borders. All of this would not be possible without the associations operating at a national or international level bringing these principles to life.

“Keeping true to the principles contained in the ICC/ESOMAR Code is crucial condition for long-term health of our industry. We need to make sure we protect respondents and provide value for our clients,” said Hana Huntová, the Executive Director of SIMAR, the Czech national association which was an early adopter of the ICC/ESOMAR Code.

Together we make sure that that participants can trust researchers who analyse their data to guide brands, organisations or governments when making decisions. The updated ICC/ESOMAR Code forms an essential and integral part of this shared mission.

“For 3 years, the French industry is working on the evolution of its perimeter and integrates new expertise to strengthen its ability to help companies make the right decisions. In this context where well-regulated agility is the first of the components, this new International Code was strongly awaited in France!” said SYNTEC Etudes’ President Luc Laurentin.

Jan Willem Knibbe is Policy and Industry Projects Executive at ESOMAR.