ICC has been a major rules-setter in international advertising self-regulation since 1937, when the ICC Commission on Marketing and Advertising first issued the Consolidated ICC Code on Advertising Practice – one of the most successful examples of business self-regulation ever developed.

The ICC Commission on Marketing and Advertising is composed of policy experts from ICC member companies from the marketing and advertising industry, including legal advisors from industrial and commercial enterprises and lawyers in private practice, representing a wide range of national backgrounds and business representative organizations.

The ICC Commission on Marketing and Advertising works closely with international partners involved in marketing and advertising policy-making. It partners with self-regulatory organizations (SROs) and their networks such as the European Advertising Standards Alliance (EASA) and the Latin American network of SROs (CONARED), the International Advertising Association (IAA), the World Federation of Advertisers (WFA) and many other local, regional and sectoral associations to advocate policies and promote responsible marketing practice.
The working group is currently working on the completion of an Online Behavioural Advertising Issues Paper which will reflect the current environment and ICC self-regulatory guidance. The issues paper will make a useful companion piece to help companies and policymakers better understand and implement the provisions of Chapter D of the Code.