Chair: David Fares, Vice President, News Corporation, New York, USA

The Working Group on Digital Media develops ICC policy perspectives and tools for business on policy issues that arise from rapidly growing and evolving marketing practices using digital interactive media. Experts are drawn from ICC’s Marketing and Advertising Commission as well as members of the ICC Digital Economy Commission’s Task Force on Privacy and Protection of Personal Data.

The group developed the proposals for Chapter D of the Consolidated ICC Code, dealing with digital interactive media and setting the first global standard for online behavioural advertising (OBA). The group is currently working on:

1. An Online Behavioural Advertising (OBA) self-regulation play book, which explains the issues raised by OBA and the provisions set by the new ICC Code, while offering a checklist for implementing them in a national or regional context.
2. Understanding the key issues for mobile marketing and how the current Code applies and what further help ICC can offer business and self-regulators to ensure consumer trust is maintained while growth opportunities, particularly in markets with soaring mobile expansion. ICC has been approached for guidance on mobile privacy issues, particularly with an eye to assisting developing world policymakers. The Working Group has taken this project under its wing and is currently identifying appropriate experts to help develop a suitable resource to offer pertinent guidance on mobile advertising issues.