MRSI adopts ESOMAR 2025 Code to strengthen ethical research standards in AI-driven era

MRSI adopts ICC/ESOMAR 2025 Code, tightens ethics for an AI-driven insights industry

India's market research sector is embracing new ethical standards. The MRSI has adopted the ICC/ESOMAR International Code 2025. This move strengthens transparency and accountability. It addresses AI and synthetic data. The new code will be implemented from April 1, 2026. This update marks a significant upgrade for research governance in India. The Market Research Society of India (MRSI) has adopted the ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics 2025, signalling a decisive push toward stronger ethics and transparency as AI and synthetic data reshape the insights business. The updated Code, endorsed by over 60 associations across more than 50 countries, reflects the industry's rapid pivot to automation, secondary data and new technology. Developed by ESOMAR and the International Chamber of Commerce since 1977, the 2025 edition aims to bring clarity to an increasingly complex and fragmented research ecosystem. As India's leading body for the insights industry since 1988, MRSI enforces professional standards through its member network and its Professional Standards Committee (PSC). Created in 2020, the PSC drives self-regulation and disciplinary action. It is chaired by Sathyamurthy Namakkal, Co-founder of AIMO Marketing Services (DataPOEM), alongside senior leaders from Nestlé India, Quantum Consumer Solutions, Ipsos India and Godrej Consumer Products. The 2025 Code introduces sharper guardrails around ethics, accountability and human oversight. Key changes include: Nitin Kamat, Chief Growth and Partnerships Officer at TAM Media Research and President of MRSI, said the adoption "underscores the industry's commitment to ethical precision and responsible data use." He noted that the move boosts global confidence in India's ability to deliver "transparent, trustworthy and internationally benchmarked research." ESOMAR President Anne-Sophie Damelincourt said the alignment is "a milestone that highlights India's leadership in ethical research," adding that it strengthens international collaboration and "sets a firmer benchmark for global self-regulation." MRSI will implement the ICC/ESOMAR International Code 2025 from April 1, 2026, marking one of the most significant upgrades to India's research governance framework in over a decade. (You can now subscribe to our Economic Times WhatsApp channel)

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This adoption is expected to enhance the non-for-profit body's ethical standards, oversight and transparency across India's expanding research and insights sector. The Market Research Society of India has adopted the ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics 2025. The updated Code reflects the growing use of AI, synthetic data, secondary data and emerging technologies in research, alongside the industry's need for trust, transparency and clear regulatory frameworks. The Code, recognised by more than 60 associations across over 50 countries, has been jointly developed by ESOMAR and the International Chamber of Commerce since 1977. As India's primary industry body for research and insights since 1988, MRSI aligns its members to consistent professional standards through a self-regulation model overseen by its Professional Standards Committee, established in 2020. The committee is responsible for disciplinary action in cases of Code violations. It is chaired by Sathyamurthy Namakkal, co-founder of AIMO Marketing Services LLP (DataPOEM), and includes Abhinav Goel of Nestle India, Anjana Pillai of Quantum Consumer Solutions, Jyoti Malladi of Ipsos India and Priyamvada Sharma of Godrej Consumer Products. The 2025 Code introduces several updates. Duty of care provisions strengthen protections for children, young people and vulnerable individuals. Data minimisation measures limit collection to information strictly required for research and mandate anonymisation after use. New guidelines on AI and emerging technologies outline expectations for responsible deployment, data privacy and transparency. Fit-for-purpose research requirements emphasise accurate representation of the studied population and the responsibilities of all stakeholders, including users of self-service platforms. Enhanced transparency and accountability principles mandate disclosure of methods, data sources and limitations. Nitin Kamat, chief growth and partnerships officer at TAM Media Research and president of MRSI, said the adoption reinforces India's commitment to ethical, transparent and globally benchmarked research practices. ESOMAR president Anne-Sophie Damelincourt added that the move strengthens international collaboration and supports responsible self-regulation. MRSI will implement the ICC/ESOMAR 2025 Code in India from 1 April 2026.