The ICC Commission on Marketing and Advertising established the Task Force on Code Revision in 2005 to oversee, update and streamline all ICC Advertising Codes, as well as integrate previously separate codes (Sales Promotion, Sponsorship, Direct Marketing, the Use of Electronic Media and the Environment) into the 2006 “Consolidated ICC Code for Advertising and Marketing Communication Practice.”
The Task Force follows new marketing issues and trends, and assists with the development of position papers, guidelines and other self-regulatory efforts. They regularly review and adjust the Code, and its provisions, to ensure it reflects the latest developments in technology, marketing practices, and changing public sensitivities.
The 2011 version of the Consolidated ICC Code on Marketing and Advertising include the following changes:
- Updates to reflect new practice in sales promotion, sponsorship and Direct marketing,
- Totally recrafted chapter on Digital interactive media, incorporating the first set of global principles on online behavioural advertising (OBA),
- Revised chapter on environmental claims taking into account evolutions in international policy.
ICC Codes are available on www.CodesCentre.com – new online resource for marketing and advertising professionals, regulators and academics. ICC’s CodeCentre.com was developed as a one-stop resource to provide the essentials on self-regulation including a searchable, user-friendly online version of the Code, with downloads and translations; as well as companion resources, training materials and links to self-regulatory codes around the world.