Abstract:

This guideline supports ESOMAR’s consistent position to maintain a clear distinction between market, social and opinion research and marketing and PR activities. Recognising that online research generally, and social media specifically, is continually evolving, this guideline conveys ethical and professional principles rather than being prescriptive about methodology. Social media data often includes personally identifiable information. Most regulations in this area were developed before it was possible for one person to communicate with many on a publicly accessible online platform. Updates in privacy and data protection laws are still being developed and often lag changes in practises that have become generally accepted. This guideline is based on the principles underlying relevant laws and regulations presently in operation, especially with respect to data protection and intellectual property. However it also aims to propose pragmatic solutions that work within the spirit of existing laws and the ICC/ESOMAR Code, while aligning with currently accepted usage of online information around the world.