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April brought a complex and often challenging policy landscape for the insights industry, from a promising new U.S. privacy framework to pushing back against state-level AI and data restrictions that could hinder many research practices.

A fitting time indeed for the Insights Association to launch a new tool to empower insights professionals to engage directly with policymakers, ensuring the insights industry’s voice is heard loud and clear!

Make Your Voice Heard on the Future of Insights

The Insights Association’s new Action Center gives you a fast, simple way to put your voice -- and the voice of the insights community -- at the center of the public policy conversation.

We’ve done the heavy lifting -- translating the issues and preparing messages you can send via this platform in just a few clicks:

• Enter your name and residential address to match you with your elected officials;
• Review a short, ready-to-send message (and customize it, if you like); and
• Hit send—your message is delivered to your legislators.

Make sure YOUR voice is part of the outcome.

Privacy and Data Security

In April, the Insights Association welcomed the introduction of the SECURE Data Act, a new bill that would establish a single national framework to replace the current patchwork of state privacy laws, strengthen consumer protections, and preserve the role of market research, insights, and analytics in informed decision-making. “IA appreciates this effort from the House Privacy Working Group to protect audience measurement and ensure that market research can continue to support innovation and competition. We look forward to working with Congress to advance this important legislation.”

Speaking of which, in the IA Action Center, you can help build support for such federal privacy legislation.

Back in the patchwork:

• California’s privacy regulator, the California Privacy Protection Agency (CPPA) explored “whether regulatory changes related to reducing friction in the exercise of privacy rights, or to opt-out preference signals, are necessary.” Our friends at the California Chamber of Commerce urged the agency instead "to help businesses come into compliance with the rights that are already in statute and regulations, instead of moving the target on businesses yet again."
• The CPPA is also looking into regulations that would define audit requirements for data brokers in the state Delete Request and Opt-Out Platform (DROP), including credentialing third-party auditors, audit standards, and safeguards.

Artificial Intelligence

What are the legal risks that arise when insights firms incorporate AI tools into research workflows (including summarization of findings, coding, analysis, synthetic respondents, digital twins, etc.), particularly where client contracts, vendor terms, and data governance obligations intersect? IA Outside Counsel Stuart Pardau highlights how misalignment across these areas can expose firms to breaches of confidentiality, misuse of proprietary insights, and significant liability.

IA also looked at several state legislative threats to the insights industry on the AI front this month:

• California A.B. 2027 would prohibit the use of information provided by any research subjects (if they received an incentive for participation) for purposes of training artificial intelligence (AI) systems or tools, or building synthetic data, personas or respondents. (California residents can take action to fix the bill in the new IA Action Center);
• Minnesota H.F. 4445 and S.F. 4689 would restrict the use of AI-like automated decision systems regarding research subjects who receive incentives, and add a new layer of data privacy restrictions (with no minimum applicability threshold, unlike Minnesota’s existing privacy law). Enforcement would include private lawsuits. (Minnesota residents can take action to fix this legislation in the new IA Action Center); and
• California S.B. 947 would prohibit AI or automation-derived inferences of common demographic data regarding any research subject who receives an incentive, or predictive behavior analysis of such research subjects. It would also restrict automated decision-making systems involved in terminating or removing such research subjects from a study or panel and require human review and investigation.

Census

The Insights Association joined other stakeholders in expressing “concerns and disappointment” about the final design of the 2026 Census Test.

IA also lamented that the test, “an essential piece of preparation for the 2030 Census that was supposed to test multiple means, modes and methods, has been reduced and neutered into a simple waste of taxpayer money.”

Research Subjects = Independent Contractors

The Trump Administration has revived its proposed regulatory approach to independent contractor status from the President’s first term. The Insights Association expressed concern that the rules may not help the insights industry unless they affirm that research subjects who receive incentives are independent contractors, not employees.

Taste Testing Research

Following years of unofficial guidance and vague legal status, legislation in California supported by the Insights Association would specifically authorize alcohol taste testing market research in the state. (California residents can help support this legislation in the new IA Action Center).

Vigilance for the Insights Industry

The Insights Association remains vigilant in the face of all these public policy challenges, and more, defending against harmful proposals while advancing policies that enable responsible, innovative insights.

As always, your continued membership and sponsorship of IA makes our advocacy for the insights industry possible. Now, your direct outreach to policymakers via our new Action Center can help, too.

We will continue to keep you informed and equipped; no one else is fighting for you across all these fronts in the U.S., every day.

Should you have any questions or concerns, please don’t hesitate to contact us.

This information is not intended and should not be construed as or substituted for legal advice. It is provided for informational purposes only. It is advisable to consult with private counsel on the precise scope and interpretation of any laws/regulation/legislation and their impact on your particular business.