New MRS Guidelines Set Ethical Parameters For Internet Research

Date: 20 January 2004

New guidelines published today by The Market Research Society (MRS) establish the legal and ethical frameworks surrounding the conduct of Internet research. The Guidelines are binding for all members of the MRS, the Code-holding body for market research.

Covering all aspects of Internet research, the Guidelines provide instruction on a range of potentially sensitive issues. These include guidance on the disclosure of email addresses, identification of the client, correct methods of accessing respondents via the web and, crucially, conducting online surveys amongst children.

Debrah Harding, Director, Standards and Policy, The MRS, commented, "In recent years, there has been significant growth in market research studies being conducted online. Owing to the wide accessibility of the web to the general public, and in particular its enormous popularity amongst children and teenagers, the MRS has introduced these guidelines to safeguard respondents, researchers and clients alike. Internet research is an increasingly effective and popular technique, but it is vital that it is conducted correctly, and in accordance with the Data Protection Act 1998, to ensure that it remains so."

One of the most delicate areas covered by the Guidelines is the conduct of Internet research amongst under-16s. On this issue, the guidance is clear: researchers must seek the consent of all participants of school age and, ideally, conduct research within protected environments such as in school.. Where research has to be undertaken outside of such an environment additional and verifiable consent is required.

As well as PC-based research, the new guidelines also cover surveys conducted via WAP and 3G technology. In addition to setting new professional standards for the conduct of online research, the Guidelines reinforce the key principles of the MRS' Code of Conduct.

Debrah Harding concluded, "To ensure respondent trust and the integrity of the market research it is imperative that Internet research is conducted to thehighest standards of ethical practice. The potential for the use of the Internet in market research is still largely uncharted territory. These guidelines will help to ensure that growth in this field is handled correctly and that professional conduct is maintained at all times."

Copies of the new Internet Guidelines are available here.

Note for editors

The MRS is the world's largest international membership organisation for professional researchers and others involved or interested in market, social or opinion research.
For more information about The MRS and its activities visit www.mrs.org.uk

· LARIA was established in 1974 to promote the role and practice of research within the field of local government and provide a supportive network for those conducting or commissioning research.

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