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 recently launched 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.