International Chamber of
Commerce (ICC) representatives joined government and industry participants from
17 of the 21 APEC economies gathered at a meeting on “Advertising Standards –
Principles and Practice” in Hanoi on 7-8 November. The importance of the
75-year old ICC Code as the gold standard for most of the national and sectoral
advertising and marketing self-regulatory mechanisms around the world was noted
by ICC but also echoed by many self-regulators participating in the event.
Brent Sanders, Chair of the
ICC Commission on Marketing and Advertising, and Microsoft Deputy Counsel
presented case examples from Microsoft campaigns to show how self-regulation
works and the significance of the commitment companies make to uphold the
standards they agree to in the ICC Code development process.
“Self-regulation built on
the foundation of ICC Code principles offers a cost-effective, accessible and
responsive alternative to government restrictions when implemented effectively.
Codes built on harmonized principles makes it easier for global companies to
commit to these standards, prepare global campaigns and to invest in
strengthening consumer trust across markets,” said Mr Sanders.
ICC Executive responsible for the Marketing Commission, explained the
principles – built on the pillars that all advertising should be legal, decent,
honest and truthful – and how they work in practice when implemented by an
effective self-regulatory mechanism. She highlighted the responsiveness of
self-regulation and explained how the ICC Code has evolved and kept pace with
technical and practice changes over the nine revisions since it was first
introduced in 1937.
The dialogue was initiated
by the Australian government and standards body under the auspices of APEC. It
was attended by industry and government representatives from economies with
well-established self-regulation such as Australia, Chile, the Philippines and
the US as well as economies in development stages such as Russia, China and
Indonesia. Industry from Vietnam were especially pleased to host their peers
from other economies as they seek ideas and expertise to set up a local
self-regulatory mechanism since a new advertising law gives them the green
light from government.
ICC Secretary General
Jean-Guy Carrier said: “ICC applauds APEC for this effort to facilitate trade
and foster common best practice across its member economies. We will continue
our support and encouragement for further cooperation between governments and
industry to build effective self-regulatory mechanisms upon this foundation”
The 75-year anniversary of the Code
The International Chamber
of Commerce (ICC) has been a major rule-setter in international advertising
self-regulation since 1937, when the ICC Commission on Marketing and
Advertising issued the first ICC Code on Advertising Practice. This Code is one
of the most successful examples of business self-regulation ever developed.
Revised for the ninth time in 2011, the ICC Code is the gold standard used as a
foundation and basis for updates of most national and sectoral advertising
self-regulation systems around the world. As the world business organization,
whose membership is composed of thousands of enterprises from all sectors and
geographical regions, ICC continues to be a key player in the ever-changing
landscape of modern marketing and advertising.
Download ICC Presentation : Advertising Standards – Principles and Practice