ESOMAR and WAPOR Study on The Freedom to Conduct and Publish Opinion Polls
Despite the informational value polls bring, restricting the publication of opinion polls, particularly in the run-up to political elections, is a popular tactic in many countries, making studies like this critical. Covering 157 countries across six continents, this comprehensive report is the seventh in the series published since 1984. The study finds that although the share of countries limiting the publication of pre-election polls has dropped to 46%, 15% do not permit election polling at all and another six countries have embargoes on publishing pre-election poll results lasting 30 days or more before an election. A follow-up study in 2023 looking at 29 elections and 1,400 individual polls conducted between 2017 and 2023 shows very little change in the overall findings compared to the 2017 analysis.

A record year for elections around the world
Prioritising freedom of polling is vital for upholding democratic principles, ensuring government legitimacy, and fostering social stability. It guarantees equal representation, holds leaders accountable, and promotes human rights, ultimately contributing to global peace, progress, and development. We’ve rounded up some expert resources below for helping market researchers build and maintain trust in opinion polls.