June 1, 2007                              
For Immediate Release   
www.casro.org

Port Jefferson, NY - CASRO (The Council of American Survey Research Organizations) has announced that its membership has overwhelmingly approved a revision to the Internet Research section of the organization’s mandatory and enforceable Code of Standards and Ethics for Survey Research.

The revision of the Code addresses the practice of online surveys, specifically the e-mail solicitation of survey respondents, use of “active agent” technology to capture behavioral data, and proper communication/disclosure with members of online survey panels.

“Once again, CASRO is being proactive in its promotion of the self regulation of our industry. Such standards are imperative to ensure the continued effectiveness of online surveys and the future success of our members,” said CASRO Board Chair, Eileen Campbell (CEO, Millward Brown).  “The key drafters of the revision, Peter Milla (Survey Sampling International) and Larry Ponemon (The Ponemon Institute), along with the CASRO Online Task Force, created forceful and clear guidance for both member research organizations and the industry as a whole,” Campbell added.

“We are proud to establish the world’s highest personal privacy standards for the research industry’s fastest growing data collection methodology,” said CASRO’s President, Diane Bowers. “The fact that passage of this revision was nearly unanimous definitely speaks to the care in drafting the revision, as well as to the commitment of our member companies to conduct their businesses beyond reproach.”

By joining CASRO, member companies pledge annually to adhere to the organization’s internationally-cited set of industry standards.

Highlights of the newly revised Internet Research section of the Code follow. To view the complete Code verbatim, visit: http://www.casro.org/codeofstandards.cfm

Email Solicitation

• Research Organizations (ROs) are required to verify that individuals contacted for research by email have reasonable expectation that they will receive email contact for research.
• ROs are prohibited from using any subterfuge to obtain email addresses of potential respondents, such as collecting the data from public domains, or doing so without individuals’ awareness or under the guise of some other activity.

Active Agent Technology

Active agent technology is software or hardware that captures the behavioral data about data subjects in a background mode, typically running concurrently with other activities.

CASRO’s revised Internet Standards outlines unacceptable practices that ROs should strictly forbid or prevent, including:

• Downloading software without obtaining the subject’s informed consent, without providing full notice about the types of information collected; using keystroke loggers without consent; installing software that turns off anti-spyware, anti-virus or anti-spam software, delivers advertising content, or modifies computer settings beyond that which is necessary to conduct research.

CASRO’s revised Code also outlines practices that researchers should adopt if using Active Agent Technology, including timely disclosure of active agents, receiving permission prior to the download of such software, informing the subject of the types of data being collected, a pledge never to use personal information for secondary purposes or share with third parties, and have a method in place to receive queries from end users. 

The Code also strongly discourages ROs from collecting personal information. If collection is unavoidable, data should be destroyed immediately; if maintained, it should receive the highest level of data security available and should not be accessed for any purpose.

Online Panels

• RO’s must: disclose to panel members that they are part of a panel, and obtain panelist permission to collect and store information about them. Upon client request, ROs must disclose panel composition information, recruitment practices, member activity, and incentive plans.

• A privacy policy relating to use of data collected from or relating to the panel member must be in place and posted online.

• ROs should take steps to limit the number of survey invitations sent to targeted respondents by email solicitations.

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