The changes clarify researchers’ responsibilities when using new digital methods for data collection and analytics. The updated code will help protect the privacy and security of all personal data collected.

ICC secretary general John Danilovich said: “The changes underline our long-standing commitment to promote the highest standards of ethical behaviour. In this digital and data-driven age, it is vital to protect individuals who participate in research projects.”

Esomar director general Finn Raben added: “Over the decades, we have witnessed a digital revolution. However, one thing that has not changed is our reliance on the cooperation of the public and their confidence that research is carried out honestly and objectively without infringing their privacy or creating disadvantages for those whose data is used in research.”

The code was last revised in 2007.