Revised ICC International Code of Advertising Practice Adopted
ICC Executive Board adopted the new International Code of Advertising Practice at the International Chamber of Commerce World Congress in Shanghai. The updated code takes into account changes in international advertising, such as new marketing technologies and responds to recent areas of controversy such as those related to regulation of advertising aimed at children and health claims in advertising.
The Code, which was first issued in 1937, and revised in 1949, 1955, 1966, 1973 and 1987, is an expression of the business community's recognition of it's social responsibilities in respect to commercial communications. This commitment to social responsibility is demonstrated by the ICC's decision to incorporate formally within this code the former ICC Guidelines for Advertising Addressed to Children. The former guidelines are now found in the Code as article 14.
This new edition of the Code will promote adherence to high standards of commercial communications leading to efficient international markets and significant consumer benefits. It follows the well-established policy of the ICC of promoting high standards of ethics in marketing via self-regulatory codes intended to complement the existing frameworks of national and international law
The ICC's international marketing codes, promoting high standards of business conduct through self-regulation, are drafted by the Commission on Marketing Advertising and Distribution chaired by John Manfredi Executive Vice-President , Corporate Affairs, Nabisco. Inc. (Parsippany, New York). The Commission communicates world business views on government initiatives affecting marketing and consumer protection and encourages international harmonization of marketing techniques.
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