Announced at the MRS Kids and Youth Conference yesterday, the guidelines consist of five short films covering topics such as gaining consent and permission, to offering incentives and rewards. 

They also include expert comment on the pitfalls of using digital media to research children. 

Richard Ellwood, research director at the Walt Disney Company and deputy chair of the Market Research Standards Board, said: “The new recordings provide an interactive means of interpreting the Code of Conduct, which supplements the existing written guidance, the FAQs and the MRS Codeline advisory service. Accessibility is key, and the short recordings will really engage practitioners on what it means to ethically work with children when conducting research.”

Jane Frost CBE, MRS’ chief executive (pictured) added: “No one would argue that it is vital to listen to children, but research must recognise their vulnerabilities and be beyond reproach in terms of ethical standards.”