The market research industry has long operated within a framework of ethical responsibility towards respondents, commonly referred to as data subjects. Core principles such as protecting anonymity, securing personal data, and ensuring participant comfort during primary research have traditionally guided industry practices. The first such international code was introduced by ESOMAR in 1948, followed by the establishment of similar standards in India through the Marketing Research Society of India (MRSI) after its formation in 1988.
As technology and society have evolved, these ethical frameworks have undergone periodic revision. Advances in computing reshaped analytics in the 1990s, while the growth of the internet and social media in the following decades intensified concerns around data privacy and consent, leading to regulatory regimes such as the General Data Protection Regulation (GDPR) and India’s Digital Personal Data Protection (DPDP) Act. More recently, the increasing use of artificial intelligence, synthetic data, and automation, along with heightened cyber security risks, has further altered the operating environment for market research and insights.
In this context, MRSI has adopted the latest ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics 2025, replacing earlier versions of the code it followed. The 2025 Code addresses the expanded use of AI, secondary and synthetic data, and the growing complexity of technology-driven research ecosystems. It also seeks to provide clearer guidance at a time when data-driven insights are increasingly integrated into advertising, marketing, and decision-making processes.
The adoption of the ICC/ESOMAR International Code 2025 brings renewed focus on self-regulation, transparency, and accountability in the Indian research industry. Beyond outlining high-level principles, the framework is supported by detailed guidelines that define acceptable research practices. As AI-led, on-demand insights models gain momentum, the shift raises questions around compliance costs, operational impact on smaller firms, and implications for consumer privacy, consent, and trust in an era of hyper-personalised targeting.
Explaining the gaps in today’s research practices that made this update necessary, Nitin Kamat, Chief Growth & Partnerships Officer, TAM Media Research and President at Market Research Society of India, shares that the update is not driven by any absence of regulation in the past, but by the dynamic and rapidly evolving nature of the research and insights industry. He adds that since the last Code, the pace of technological change, particularly the adoption of AI, automation, and newer data sources, has fundamentally altered how research is designed, executed, and consumed.
“These developments have created new possibilities, but also new responsibilities that require clearer guidance around transparency, accountability, and human oversight. Adopting the updated Code ensures that India’s research and insights industry continues to grow, continuing its foundation of trust, ethics, and global credibility. Additionally, as new players enter the industry, an updated Code helps bring them up to speed on the self-regulation required,” says Kamat.
Updated research rules are expected to influence hyper-personalised, AI-driven campaigns, though industry experts describe the impact as corrective rather than restrictive. Ambika Sharma, Founder and Chief Strategist, Pulp Strategy, believes that hyper-personalisation built on opaque data pipes was always on borrowed time. The new code doesn’t kill AI-led campaigns; it forces them to grow up. She adds, “Brands and agencies will need to shift focus from fast insights to defensible insights where data lineage, consent, and usage logic are transparent.
Yasin Hamidani, Director, Media Care Brand Solutions, describes the shift as a 'course correction.' He notes, “Hyper-personalisation built on opaque or loosely sourced data will face scrutiny, forcing marketers to rethink how insights are generated. AI-led campaigns won’t disappear, but they’ll need stronger consent trails, clearer explainability, and ethical guardrails.”
MRSI will enforce the ICC/ESOMAR 2025 Code through a combination of guidance, oversight, and disciplinary measures starting April 2026. Kamat says that the MRSI Professional Standards Committee (PSC) addresses issues and complaints.
Where violations are identified, the PSC has the authority to initiate disciplinary action. He also adds that the Code of Conduct Refresher Course and Certification, launched in 2024, "aids researchers to maintain the highest professional standards in the most ethical way, fostering confidence in the industry and profession. The framework aims to ensure self-regulation remains effective as technology and data practices evolve rapidly.”
Industry observers note that the move strengthens the role of transparency and consent in AI-driven marketing. Brands with robust first-party data ecosystems are positioned to benefit under the new framework. Hamidani states, “Brands with loyalty programmes, owned communities, and direct consumer touchpoints gain a clear advantage. They can activate insights confidently without worrying about data provenance.” He conveys that the shift rewards businesses that invested early in trust-based relationships rather than relying heavily on third-party or inferred datasets that may now face compliance challenges.
Agencies are also expected to revisit their data sourcing and validation processes under the new Code. They are re-evaluating their approach to data sourcing and validation. Sharma emphasised that agencies will need stronger data governance, clearer validation frameworks, and tighter separation between insight generation and creative amplification.
She adds, “This code pushes the industry from intuition-led storytelling to accountability-led intelligence. That’s good for trust, and ultimately, for business.” This shift emphasises transparency and ethical oversight, aiming to strengthen credibility in AI-driven campaigns and hyper-personalised marketing.
