Ethics & Compliance Bulletin - September 2026
30 September 2026
AI is changing how we work across healthcare business intelligence, and the standards for using it responsibly are evolving fast. In this bulletin, the Ethics & Compliance Committee’s AI Team shares the BHBIA's latest guidance, training, and events, giving you the practical tools and frameworks you need to use AI confidently and compliantly.
Guidance Revision
Legal and Ethical Guidelines for Healthcare Data Analytics
The AI section has been significantly expanded to reflect the rapidly evolving regulatory and governance landscape. Updates include new guidance on:
- AI accountability, transparency, and consent
- Data protection and security
- Vendor due diligence and human oversight
- Ethical use
The guidance also includes practical support for assessing and governing AI tools, and considers emerging frameworks such as the EU AI Act and ISO 42001.
Access the guidelines
Guidelines & Legislation – New AI Guidance notes
The AI Team have developed three guidance documents to provide practical advice on the responsible use of AI within healthcare business intelligence.
Collectively, they are relevant to both Market Research and Analytics professionals, although Using AI Ethically in Business Intelligence is particularly focused on the broader analytics community, while the AI and Adverse Event Reporting guidance is especially relevant to market research agencies involved in pharmacovigilance activities.
1. General Guidance on AI and Data Governance
Guidance on managing client confidentiality when using AI tools, including the separation of client workspaces, document handling, memory features and data minimisation. It reinforces that organisations must apply the same information governance and confidentiality standards to AI systems as they would to any other business environment.
AI and Adverse Event Reporting: New guidance on the appropriate use of AI in adverse event reporting, product complaints and special reporting situations, emphasising that AI can support efficiency but does not change pharmacovigilance responsibilities or reporting obligations. Human oversight, validation and accountability remain essential throughout the process.
2. Using AI Ethically in Business Intelligence
A practical framework for using AI ethically in healthcare business intelligence, highlighting seven key principles covering transparency, accountability, bias, analytical rigour and human judgement. The guidance explores how AI can influence decision-making and how organisations can maintain high ethical standards while benefiting from AI tools.
3. AI Consent Statements for Pro Forma Documents
New optional wording for respondent consent forms covering the use of AI in research projects. The guidance provides example disclosures for both anonymised AI analysis and AI processing of personal data, helping researchers explain AI use transparently while supporting data protection and informed consent requirements.
Access the guidance documents
A highly interactive face-to-face workshop with case studies and expert speakers, covering:
- AI's evolving role in business intelligence
- Pharmacovigilance audits – insights from a senior PV leader
- Research Ethics Committees
- Networking with peers and the chance to put your questions to the panel throughout the day.
Book your place
Free to all BHBIA members, this webinar will look at AI breach cases and lawsuits and consider AI best practices and latest trends.
Register
Complete Your Ethics & Compliance Certification for 2026–27
Certification for 2026–27 is now open and covers Legal and Ethical Guidelines for Data Analysts, Legal and Ethical Guidelines for Market Researchers, and Adverse Event Reporting in Market Research.
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