<jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>This study aims to assess the impact of the introduction of International Financial Reporting Standards (IFRS) on the informational relevance of accounting figures for Moroccan companies listed on the Casablanca Stock Exchange. Specifically, it seeks to determine whether IFRS adoption improves the ability of accounting data to reflect share price movements.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>The empirical analysis covers a sample of 27 Moroccan listed companies over a six-year period (2015–2020), with a total of 162 observations. The study tests various hypotheses through association studies to evaluate the effectiveness of accounting figures in reflecting share prices in the pre-IFRS and post-IFRS periods. The analysis utilizes Ohlson's (1995) price model, which is widely used in the literature for such assessments.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>The results show that both earnings and shareholders’ equity are more effective in explaining share price variations in the post-IFRS period than in the pre-IFRS period. In particular, equity demonstrates greater explanatory power than earnings. The combined explanatory power of equity and earnings is significantly stronger in the post-IFRS period, suggesting that the adoption of IFRS has played a key role in enhancing the quality of financial information disclosed in the Moroccan market.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Practical implications</jats:title><jats:p>Theoretical implications – this study highlights that the adoption of IFRS reduces information asymmetry, thereby mitigating conflicts of interest and agency costs. By aligning accounting practices with international standards, IFRS enhance transparency and governance, fostering a more reliable business environment. Practical implications – the study indicates that IFRS adoption improves the transparency, reliability and comparability of financial information, enhancing investor confidence and making the Moroccan financial market more attractive. It provides useful guidance for regulators, businesses and countries considering IFRS implementation, demonstrating the importance of these standards in boosting market transparency and attracting global investments.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>This study explores the impact of IFRS adoption on the relevance of financial information in Morocco, a topic that has been underexplored in emerging economies. It fills a gap in the literature by providing insights into IFRS adoption in a specific context, thus contributing to the ongoing debate on their effectiveness in developing economies.</jats:p></jats:sec>