ICC International Codes of Marketing and Advertising Practice
Paris 19
September 1997 - The
full set of ICC Advertising and Marketing Codes are now available on the Web.
The ICC Codes offer a basis for national codes applied by professional advertising
associations worldwide. Users should click on Business
Policy texts icon on the home page. Based on the principle of self-regulation,
these codes have been develop by industry for industry and are used all around
the world.
As the only representative
body that speaks with authority on behalf of enterprises from all sectors in
every part of the world, the ICC makes the rules that govern the conduct of
business across borders. It provides essential services, among them are commissions
that establish self-regulatory codes and guidelines for professional conduct.
Self-regulation not only
assures consumers of highly ethical and responsible advertising, it also reduces
the costs that otherwise would be required for governments to legislate and
administer detailed regulatory codes. The ICC promotes high standards of ethics
in marketing based on self-regulation against the background of national and
international law.
ICC International Code
of Advertising Practice (1997 Edition)
A new edition of the International Code of Advertising Practice was revised
and issued at the World Congress in Shanghai this year. It was first issued
in 1937. Combining 60 years of experience with t
he latest trends of the advertising
industry, this Code offers a modern and universal means of communication between
sellers and customers. The ICC considers freedom of communication (as embodied
in article 19 of the UN International Covenant of Civil and Political Rights)
as a fundamental principle. Used throughout the world, it is still one of the
most successful codes for voluntary business self-regulation in marketing.
ICC International Code
of Sales Promotion
First issued in 1973, this Code reflects a belief that business should be
free to choose among various marketing strategies, while observing the principles
of fair competition. Developed primarily as a tool for self-regulation, it can
also be used as a reference document by courts of law.
ICC International Code
of Direct Marketing
A basic set of rules, this code is applicable at both the national and international
levels, to individuals and organizations involved in direct marketing. It is
useful as a model for existing national codes and for any eventual international
harmonization of direct marketing laws. This Code is currently being revised
to take into account the changing nature of direct marketing.
ICC International Code
of Environmental Advertising
Because of the growing importance of environmental issues and the complexity
of environmental claims, the ICC has developed an Environmental Advertising
Code in order to expand the area of self-regulation and to encourage business
to be responsible when it engages in environmental advertising. National rules,
the ICC's Business Charter for Sustainable Development and the ICC position
paper on Environmental Labelling Schemes inspired the development of this Code.
ICC International Code
on Sponsorship
This Code recommends basic principles and guidelines for fair and sound
practises in sponsorship, which has developed into one of the major sources
of funding for local and international events involving the arts, sports, the
environment, education and various other professions. Provisions in this code
cover such potentially contentious questions are preserving the autonomy, creative
freedom or editorial independence of the sponsored party. It also defines the
responsibilities of the sponsored party towards the sponsor. The Code, which
complements existing self regulation can also be used to clarify uncertainties
related to sponsorship and to serve as a reference for courts or arbitrators
in sponsorship disputes.
ICC/ESOMAR International
Code of Marketing and Social Research Practice
Marketing research endeavours to provide suppliers with an understanding
of consumers' differing needs in order to best meet those needs. The public
often seeks reassurances that this research is conducted honestly and objectively.
The concern is that research should not be intrusive but be based on the voluntary
cooperation of respondents. Since the success of marketing research depends
heavily on public confidence, one way of building that confidence is by developing
a professional code of practice outlining the conduct of marketing research
projects. In 1976, ESOMAR and the ICC developed a single, comprehensive international
code based on these principles.
Coming soon...
ICC Guidelines/Code on
Advertising and Marketing on the Internet
The dizzying growth of the Internet and the enormous potential of electronic
commerce have prompted the ICC to propose guidelines/code, based o
n the fundamental
principles of self-regulation and high ethical standards. These guidelines are
intended to boost the confidence of the general public in marketing conducted
on interactive networks, to preserve the freedom of expression and communications
that the Internet offers its users and to mitigate governmental intervention.
Given the rapid evolution of the new technologies, the ICC recognizes that its
guidelines governing this new medium of communications will have to be revised
regularly in order to ensure their long-term viability.
For more information
Commission for Marketing, Advertising
and Distribution
Business Policy Tesxts