How does it work?

ICC’s Commission on Marketing and Advertising brings together the world's top experts on advertising and marketing self-regulation, regulation and ethical best practices in marketing communications. This group represents a wide range of global expertise with professionals from trade and sectoral associations, self-regulatory bodies, and companies from every sector of the industry, including advertisers, agencies and media.

One of the Commission’s key functions centres on monitoring marketing issues in the industry and determining appropriate codes, tools or policy guidance to address these issues. Experts are brought together from the relevant sectors and the guidance is developed through an intense consultation process.

The Commission has three groups – Task Force on Code Revision, Working Group on Digital Media and Working Group on Sustainability. The Chair and members of the Task Force and Working Groups contribute their vast expertise in these fields and their regular contact with stakeholders and industry members to address arising issues and update ICC Codes, frameworks and policy positions accordingly. The working groups propose draft products or revisions of existing work that are then subject to consultation with the wider Commission membership and ICC’s National Committees for review and consultation with their national associates and local experts. Comments and feedback provided from members and national committees are taken into consideration for further refinements of the text. Consensus views are shaped during this process and the result is the creation of global Codes or positions that are relevant, comprehensible, flexible and appropriate for industry in all markets.