"This ESOMAR/GRBN Guideline for Online Research has a global focus and explains how to apply some of the fundamental principles of market, social and opinion research in the context of the current legal frameworks and regulatory environments around the world. Thus, this document is a statement of principles rather than a catalogue of existing regulations. The objective is to support researchers, especially those in small and medium-sized research organisations, in addressing legal, ethical, and practical considerations in using new technologies when conducting research online.
This Guideline is not intended to substitute for a thorough reading and understanding of the ICC/ESOMAR International Code on Market and Social Research, which has been adopted by over 60 local associations worldwide, or the individual codes of the 38 associations that comprise the GRBN. Rather, it is intended to be an interpretation of the foundational principles of those codes in the context of online research. It also is essential that researchers review and comply with the national and local data protection and market research self-regulatory requirements of each country where they plan to collect or process data, as there may be differences in how basic principles are implemented within a specific country. The guidance provided in this document is a minimum standard and may need to be supplemented with additional measures in the context of a specific research project. Researchers may find it necessary to consult with local legal counsel in the jurisdiction where the research is to be conducted in order to ensure that they are in full compliance." (Introduction and scope, page 5)