MRS moves to toughen rules on kids research

UK-- The Market Research Society (MRS) is looking to toughen up its rules on carrying out research with children in a new version of its code of conduct.

A draft version of the revised code was put out to consultation today in which parental consent – or that of a responsible adult – is now required for all interviews with children under 16, regardless of the method used and the location in which they take place.

Previously there was an exemption that allowed interviews with children over the age of 14 to be carried out without parental consent provided they were conducted in public places and that an explanatory thank you note was given to the respondent to take home.

That exemption has now been removed, though under special circumstances researchers can still seek permission to waive parental consent from the MRS Market Research Standards Board.

Researchers must also now ensure that all respondents are asked to give their age before any other personal information is requested for surveys administered using any electronic communications network or service, not just the internet.

In the case of online panels, the MRS says consent can be front-loaded – i.e. the parent is consenting to multiple future contacts with their child on a specified range of research topics, and that as long as the research projects remain within that range no further consent is required for participation.

The proposed rule changes come ahead of the publication tomorrow of a new book called Consumer Kids, which made headlines last week for its criticism of the way some online marketers use children to research and sell new products.

For a full rundown of the revised MRS code of conduct, including a new rule banning the use of client products as survey incentives, click here.

Author: Brian Tarran