Updated framework helps industry navigate responsible food and beverage marketing
- Beijing, 27 September 2012
The International Chamber of Commerce (ICC) today released a revised Framework for Responsible Food and Beverage Marketing Communications, intended to provide an updated and relevant self-regulatory tool at a time when pressure on industry is increasing, particularly with respect to marketing to children and growing concerns regarding obesity.
presents a standard, uniformed approach to encourage responsible food and
beverage communication and has been used as a foundation for aligning industry
efforts and self-regulatory commitments in response to the World Health Organization’s
agenda on reducing obesity. The framework requires that
responsible food and beverage marketing
should be legal, decent, honest and truthful, and clarifies that marketing
communications must not undermine the importance of healthy lifestyles.
Responsible marketing can help consumers
make appropriate choices about products and to understand the role of
nutrition, diet and physical activity in healthy lifestyles.
Prepared by the ICC Commission on Marketing and Advertising, the framework has been revised to align with the
relevant revisions of the Consolidated ICC Code on Marketing and Advertising
Communication Practices (ICC Code). It sets out business positions regarding: the role of
commercial communication in our information-focused society, responsible
marketing to children, and the importance of marketing to a competitive economy
and consumer choice, while offering
practical guidance on applying the general code principles specifically to food
and beverage marketing.
“The ICC framework was first
developed in 2004 at industry’s request and has subsequently been updated twice
to keep current with the changes to the general ICC marketing code,” said Brent
Sanders, Chair of the Commission on Marketing and Advertising. “It provides a
tool industry can apply through effective self-regulation
within a legal framework that protects consumers from false and misleading
the ICC Framework for Responsible Food and Beverage Marketing Communications
Read more about the Consolidated ICC Code of Advertising and Marketing Communications
For further information, please contact
Senior Policy Manager, Marketing and Advertising
+33 (0)1 49 53 28 07