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mypinio follows the ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics. This page sets out its principles in our own words and how we apply each one.

THE STANDARD

The ICC/ESOMAR International Code.

The ICC/ESOMAR International Code is the global self-regulatory standard for market, opinion and social research and data analytics. ESOMAR first published it in 1948; since 1977 it has been developed together with the International Chamber of Commerce (ICC). More than 60 associations in over 50 countries recognise it. The current revision dates from 2025.

The 2025 revision rests on five fundamental principles and adds duties for AI, synthetic data and other new technologies: whatever the method, people stay responsible for the research.

The code at ESOMAR (external site) (opens in a new tab)

THE FIVE PRINCIPLES

The principles of the code, and how we apply them.

1. Legal, honest and transparent

Research keeps to the law, is honest and open about what it does, and its findings are truthful.

How we apply it

Our privacy policy states what we collect and why, which service providers receive which data, and how long we keep it.

2. Due care

People who take part are treated fairly and with respect, and research must not harm them.

How we apply it

Taking part requires a minimum age of 18 in every country, checked against the date of birth at sign-up. Members are told about rewards, data use and their right to stop.

3. Clear about personal data, and protecting it

Participants learn how their personal data is collected and used, and that data is protected against unauthorised access and use.

How we apply it

Research clients receive a pseudonymous participant ID, never a name or e-mail address. Members can download their data or delete their account in the Privacy Center of the community app; anyone else can use the request form on our GDPR page.

4. Protecting trust in research

Researchers act ethically and do nothing that would weaken public trust in research or its reputation.

How we apply it

Every respondent passes the same checks before a survey sees them. Duplicate and automated participations are not rewarded.

5. Responsibility, whatever the technology

Researchers stay responsible for their research whatever method or technology they use, including AI; everyone who contributes is responsible for their part.

How we apply it

We use AI only for internal editorial and configuration work, such as suggesting how survey questions map to our profile questions and drafting or translating texts. No participant data is sent to the AI provider.

DUTIES OF THE CODE

Four duties we apply every day.

Children and young people

Research with minors needs special care and the consent of a parent or guardian.

How we apply it

Our community is for adults only. If we learn that a person under 18 has registered, we close the account and delete its personal data.

Only the data that is needed

Researchers collect and process no more personal data than the research requires.

How we apply it

Respondents from publisher partners take part without giving us a name, e-mail address or phone number. Devices are recognised by a single hash value, not by the individual device properties.

Voluntary, with the right to withdraw

Taking part is voluntary, based on clear information, and people can withdraw at any time.

How we apply it

Every member of our panel has opted in. Consent can be withdrawn at any time with effect for the future.

Fit for purpose

Research is designed and carried out so that its data and results can be relied on.

How we apply it

New profile answers have to fit earlier ones, and open answers are checked for effort and sense before a respondent is matched to a survey.

OUR COMMITMENT

We follow the ICC/ESOMAR International Code.

mypinio follows the ICC/ESOMAR International Code voluntarily. We are not an ESOMAR member organization; we follow the code because it reflects what we hold to: honest research, protected respondents and responsible use of technology.

Answers to the ESOMAR 37 questions on request.

Mike Wilde, Founder — mypinio GmbH, Berlin