Few industries have seen such change in the last decade as has advertising and market research. Social media has generated opportunities and challenges, such as publishers’ liability for user-generated content. Data collection, SPAM and privacy legislation has had a direct impact on the operations of market research companies. An abundance of voluntary codes of conduct (for example AANA codes for general advertising, automotive advertising, alcohol advertising, social media influencer guidelines) affect what is not only legally but also socially feasible. Add to this a layer of industry-specific legislation and guidance in energy and automotive to name but two, and you have a recipe for a complex environment.