The code, which applies to marketing research and data analytics, was developed over the past year to reflect changes in research and insights practice globally. All members of the Insight Association are required to adhere to it.

It will be reviewed annually by the Insights Association Standards Committee, with input from members. The board will also be able to make fundamental and technical changes to the code when required.

The code is based on four key principles:

• Respect the rights of data subjects
• Be transparent about the collection of personal data or PII, do so only with consent, and ensure its confidentiality and security
• Act with high standards of integrity, professionalism and transparency
• Comply with all applicable laws and regulations.

The Insights Association was formed in January 2017, following the merger of Casro and the MRA.

David W. Almy, chief executive of the Insights Association, said: “Our new code builds on the industry standard-setting legacies of Casro and MRA while reflecting many recent changes in research process and practice. It plays a vital role ensuring ethical behaviour and best practices beneficial to research participants, the public, our members and the entire research and insights community.”