BARMA seeks to:

• Educate and train the marketing and advertising industry: BARMA raises awareness and adherence to the ICC Code, the importance of ethical practices.
• Encourage adoption and implementation: BARMA improves understanding among industry professionals, policymakers and educators not only on the benefits of self-regulation, but also the importance of maintaining consumer trust and high standards of ethical marketing practices.
• Play a major role in self-regulation: BARMA serves as a catalyst for further development of self-regulation in key international markets.