The capacity building programme will consist of:
of a contact network of experts in advertising standards and regulation as a
resource for APEC economies.
technical workshop for APEC economies to build capacity for the effective
establishment and/or improved operation of a self-regulatory organisation
consistent with international best practice.
of advertising regulators in APEC economies to provide practical assistance (through long distance support) to enable
identified Member Economies struggling with or starting up advertising
standards to implement actions identified at the technical workshop.
Technical workshop for APEC economies for mentoring on
implementation combined with a conference to examine ways to expand international and regional cooperation in emerging APEC
region issues around advertising (obesity, alcohol, smoking, environmental claims,
depictions of women).
“ICC is enthusiastic about this APEC initiative and
will contribute business expertise to these capacity building initiatives,”
said Brent Sanders, Assistant General Counsel of Microsoft and Chair of the ICC
Commission on Marketing and Advertising. “We are strongly supportive of APEC
establishing globally consistent advertising standards that reduce barriers to
trade while enhancing consumer trust through a cost-effective and
responsive self-regulatory mechanism.”
The APEC proposal advocates the use of
the Consolidated ICC Code of Advertising and Marketing Communications Practice
(ICC Code) as the foundation principles for locally applied self-regulation and
the implementation of those principles through the global best practice
recommendations made by self-regulatory organizations.
ICC Code, developed by the ICC Commission on Marketing and Advertising, is the gold
standard for most nationally-applied self-regulation around the world. It
offers a globally consistent baseline for economies developing advertising
principles while also providing flexibility for local laws and culture to be
reflected in a local code.
proposal was jointly submitted to APEC by ASB and the China Association of
National Advertisers. The governments of Canada, Chile, New Zealand and the US expressed
non-funding support for it in the CTI. ICC,
together with its
members and partners will continue to encourage APEC to approve the project and
benefit from the investment already made by economies and stakeholders in this
For more information visit ICC Commission
Marketing and Advertising