The Market Research Society of India announced it will adopt the ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics 2025, a global framework governing ethical research and data practices, Thursday, [DATE.]
The updated Code addresses rising use of artificial intelligence, synthetic datasets, and secondary data, while responding to the industry’s rapid technological evolution. It aims to strengthen public trust, reduce fragmentation driven by new tools, and set clearer regulatory expectations worldwide.
Globally recognized by more than 60 industry associations across 50 countries, the Code has been jointly developed by ESOMAR and the International Chamber of Commerce since 1977.
MRSI, established in 1988, serves as India’s leading industry body for research and insights and enforces professional standards among its members. Its Professional Standards Committee, formed in 2020, oversees self-regulation and disciplinary action for violations of the Code. The committee is chaired by Sathyamurthy Namakkal, co-founder of AIMO Marketing Services LLP (DataPOEM), with members Abhinav Goel of Nestlé India, Anjana Pillai of Quantum Consumer Solutions, Jyoti Malladi of Ipsos India, and Priyamvada Sharma of Godrej Consumer Products.
The 2025 Code introduces several major updates, including enhanced duty of care protections for children and vulnerable individuals; stricter data-minimization and anonymization requirements; guidelines for responsible use of AI and emerging technologies; standards for designing fit-for-purpose research; and expanded transparency rules requiring disclosure of methods, data sources, and limitations.
“Adopting the Code reiterates our industry’s commitment to ethical excellence and responsible data practices,” said Nitin Kamat, chief growth and partnerships officer at TAM Media Research and president of MRSI. “It indicates that India is equipped to deliver work that is trusted, transparent and globally benchmarked.”
ESOMAR President Anne-Sophie Damelincourt said the move “reflects India’s leadership in ethical research” and strengthens international collaboration in the insights community.
MRSI will implement the ICC/ESOMAR International Code 2025 beginning April 1, 2026.
