Market Research Society of India (MRSI) has stated that it will be adopting the ICC/ESOMAR International Code on market, opinion, social research and data analytics 2025.

The ICC/ESOMAR Code 2025 takes into consideration the increasing use of AI, synthetic and secondary data usage, and the need for high levels of trust in market research and insights. 

MRSI, along with its Professional Standards Committee (PSC) set up in 2020, aims to lead the industry’s self-regulation model. The PSC undertakes responsibility for disciplinary action for members found in violation of the code. 
 
The 2025 Code emphasises ethical conduct, accountability, transparency, and the necessity for human oversight. Among the key updates to the 2025 code are:

• ‘Duty of care’ which ensures stronger protection for children, young people, and vulnerable individuals.
• ‘Data minimisation, protection’ limits data collection specific to the purpose of research, and anonymises personal data post usage.
• The 2025 Code also introduces guidelines for ‘AI and emerging technologies’ which addresses the responsible use of AI, data privacy, and transparency, ensuring that research keeps pace with technological change. 
• ‘Fit-for-purpose research’ emphasises on designing research that accurately reflects the population being studied, and on the responsibilities of all parties involved, including those using self-service platforms.
• ‘Transparency and accountability’ makes way for enhanced requirements for disclosing methods, data sources, and limitations, helping clients and the public to assess the validity of research findings. 

Nitin Kamat, chief growth and partnerships officer, TAM Media Research and president, Market Research Society of India, said, “Adopting the code reiterates our industry’s commitment to ethical excellence and responsible data practices. It indicates that India is equipped to deliver work that is trusted, transparent and globally benchmarked. It brings in more accountability while signalling that member companies are stronger partners to deliver research that clients can rely on with complete confidence.”

Anne-Sophie Damelincourt, president, ESOMAR, added, “ESOMAR celebrates MRSI’s adoption of the ICC/ESOMAR International Code of Conduct, a milestone that reflects India’s leadership in ethical research. This achievement strengthens international collaboration, sets a benchmark for responsible self-regulation, and builds a more trusted insights industry worldwide.” 

The code will be implemented by MRSI with effect from 1 April 2026.