The Australian Polling Council is operational from today following the release of its Code of Conduct and Quality Mark, which will see new standards for public opinion polling which is released to the media or which has the potential to influence or impact on public policy.
These new standards will encompass studies evaluating government performance; political leaning; election, plebiscite or referendum outcomes; and those which focus on public policy and societal issues with political implications.
The Australian Polling Council members include nine of Australia’s leading research firms who operate in this space – Essential Media, Ipsos, JWS Research, Lonergan Research, MediaReach, Newgate Research, Omnipoll, UComms, and YouGov.
The Code requires the detailed disclosure of 19 methodological items designed to provide both journalists and the public with confidence that the results of the poll can be trusted. These range from:
• general disclosures such as sample size and the method of data collection (online, robopolling, live telephone etc.),
• detailed information about how the results have been weighted and how participants were
selected for participation,
• exact question wording to be released including details of the format of the questions
presented to participants. This information should be provided to journalists before
publication and made public on the internet within two business days of publication.
Australian Polling Council Chairperson, Dr Campbell White said, “the new standards of disclosure will increase the transparency of Australian polling and will enhance the ability of both polling experts, and everyday Australians to better understand and trust the polls.”
Any poll which bears the Australian Polling Council Quality Mark is guaranteed to meet these standards.
The Australian Polling Council Quality Mark provides a shorthand for publishers to decide whether research is fit for publication.
The Quality Mark can be used by members of the Australian Polling Council, who are additionally bound to abide by a range of ethical principles including that the polling is free from bias and is not reported in an intentionally misleading manner.
Other members are welcome to join provided they agree to adhere to the Australian Polling Council Code of Conduct.
Dr White added, “public opinion polling plays a crucial role in a healthy democracy, and greater transparency will demonstrate that published research is now more representative and professionally conducted. Journalists and other publishers should insist on these standards being met before publishing polls.”
The full Code of Conduct is available here.
Frequently Asked Questions designed for journalists and publishers are available here.
Featured image source: iStock/NickS
Please login with linkedin to commentaustralian polling council
Levi Slavin, former CCO of Colenso BBDO, has been appointed Howatson+Company’s new chief creative officer following the sudden departure of Ant White in August. Slavin will join the Sydney-based agency in January. Chris Howatson (pictured below) commented: “Levi is a wonderful human being first, brilliant creative second. He is renowned for his empathy, his commitment […]
Spikes Asia has announced the appointment of Jenny Lau as events director. Based in Singapore, Lau will take overall responsibility for Spikes Asia. Lau (pictured) has worked within the Asia-Pacific advertising industry for more than 20 years and brings a deep understanding of the trends and issues affecting the regional advertising and marketing industry. Lau […]
Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]
Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO). As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]
GoDaddy Inc. has today announced the Australian launch of GoDaddy Studio, a new content creation tool designed for small and medium businesses to create beautiful visual content for their business for all platforms. Compatible on both iOS and Android mobile apps and desktop, GoDaddy Studio includes thousands of customisable templates and easy-to-use tools, providing small […]
Seismic has announced an expanded New Zealand (NZ) presence to support the transformation of sales and marketing teams, and enable the nation’s employers to focus on upskilling their workforces to overcome a digital skills shortage. The company has also signed NZ-based specialist consultancies, Fresh Perspective Sales (FPS) and Jumping Fox Interactive, as its first two […]
Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]
The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]