Ethics is not a statement separate from my work. It is a practical framework for making decisions about data, technology, collaboration and the projects I take part in.
This code describes the commitments that guide my work with clients, their teams, data and confidential information. It also applies to my use of artificial intelligence and other technologies.
Truthful data and professional accountability
- I will not knowingly manipulate data, metrics, interpretations or the presentation of results to support a predetermined conclusion.
- I will communicate material limitations and uncertainties openly and will not claim a level of precision that the data cannot support.
- If I make a mistake, I will acknowledge it, explain its impact, correct it and adjust the process to prevent it from recurring where possible.
Privacy, confidentiality and responsible data handling
- I will protect confidential information, personal data, trade secrets and other non-public materials to which I am given access.
- I will request only the level of access and amount of data proportionate to the problem being addressed.
- I will not disclose information obtained during an engagement or use it for another purpose without the client’s authorisation, except where required by law.
- I will respect people’s privacy and consider not only whether a measurement approach is technically possible, but also whether it is proportionate and what impact it may have.
- I will not place confidential data into tools or services unless appropriate safeguards and terms of use are in place.
Respect for people
- I will treat everyone with dignity and respect, regardless of their background, identity, beliefs, health, age or other personal characteristics.
- I will not take part in discrimination, harassment, bullying, intimidation or the abuse of power or an information advantage.
- I will direct criticism at a problem, decision or piece of work, not at a person’s dignity.
- I will not knowingly use my work to support people or organisations that exploit, deceive or deliberately harm others.
Responsible use of technology and AI
- I remain accountable for my professional output. I will verify important AI-assisted outputs to a degree appropriate to their purpose, risk and potential impact.
- I will not use automation to create a deceptive impression of human action, certainty or independent evidence where none exists.
Independence, conflicts of interest and decision-making
- I will disclose an actual or potential conflict of interest in good time. I will work for competing parties only where doing so does not compromise confidentiality or professional independence and the terms have been clarified in advance.
- I will not alter recommendations or professional conclusions in response to undisclosed personal benefit, commission or pressure to produce a preferred outcome.
People and projects I will not support
I will not knowingly take part in:
- illegal activity or the deliberate circumvention of legal obligations,
- falsifying, concealing or deliberately manipulating data or information,
- products or business models built on deception, coercion or the abuse of trust,
- the predatory exploitation of financial hardship, addiction, inexperience or another form of vulnerability,
- projects fundamentally based on discrimination, harassment, bullying or deliberately harming people.
A company’s sector alone does not necessarily determine my decision. What matters is how its product and business model actually operate, how it treats people and whether my work would help create or amplify harm.
Conditions for collaboration
- Collaboration must be voluntary, honest and mutually beneficial.
- I will communicate openly about what I can deliver, what should not be expected of me and the conditions required for a high-quality outcome.
How I respond to an ethical concern
- I will first seek to establish the facts and assess the seriousness of the situation proportionately.
- I will raise the issue openly with people who are able to address it, explain the risks and request appropriate corrective action.
- In cases of serious misconduct, deliberate manipulation, illegal activity, exploitation or a breach of confidentiality, I may decline or end the engagement immediately.
- In other cases, I will decline or end the engagement if the other party refuses appropriate corrective action or continues the conduct.
- Ending an engagement does not end my responsibility to protect confidential information or fulfil obligations that continue after the collaboration has ended.
Validity and updates
This code sets my own minimum professional and ethical standards. It does not replace applicable law, contractual obligations or the professional judgement required in a specific situation.
The Czech and English versions express the same commitments. If their meaning begins to diverge, I will correct the wording so that they remain equivalent.
Last updated: 21.7.2026