ICC Advertising Code of Conduct

International Chamber of Commerce Advertising Code

The International Chamber of Commerce (ICC) is a global public policy and advocacy powerhouse that sets and promotes standards across international commerce. Established in 1919, the ICC works to advance global economic and trade interests by creating industry standards and advocating for trade liberalization and market reform around the world.

The ICC vigorously protects and promotes trade and market access through its advocacy and set of codes, which set and promote ethical, fair and sustainable business practices in the global economy. The ICC Advertising Code is one of the ICC’s most important sets of standards, providing a framework for the responsible advertisement and marketing of goods and services.

The ICC Advertising Code is a voluntary, non-binding set of standards developed to maintain the integrity of the business environment and promote best practices for responsible advertising. The Code is meant to provide guidance to any company or organization involved in advertising, marketing, and promotion of goods and services internationally.

The Code is further split into two distinct sections: basic principles and advertising guidelines. The basic principles of the Code ensure that all advertising is based on truth and accuracy, respect intellectual property rights, and avoid potentially damaging or discriminatory language in advertising.

The guidelines provide a comprehensive set of standards for advertising across various channels. This section outlines standards for digital marketing and social media, as well as standards specific to broadcast, print, and digital advertising. It further provides guidance on advertising products or services within certain industries such as food and health, financial services, travel and tourism, and beauty products.

The ICC Advertising Code is designed to provide members of the business community with a comprehensive set of standards to ensure that their advertising conforms to the highest ethical standards. By following the Code, companies can provide an accurate portrayal of their products and services, enable consumers to make informed decisions, and foster trust in their advertising.

In addition to pursuing its commitment to ensuring the ethical promotion of goods and services, the ICC actively advocates for the protection of intellectual property rights. The ICC’s concept of “anti-piracy” aims to protect and promote innovation and investment in the creativity of others. Through its advocacy and standards, the ICC seeks to create an environment where there are sector-specific protections for intellectual property.

The ICC Advertising Code is just one of the many codes and standards that the ICC sets and enforces to ensure the integrity of the global economy. The Code provides a framework and set of standards to ensure that businesses of all sizes engage in responsible and ethical advertising. By following the guidelines set out in the ICC Advertising Code, businesses can help foster global trust and confidence in advertising.

The International Chamber of Commerce Advertising Code is a comprehensive set of self-regulatory principles promoting responsible advertising and marketing. The Code reflects the ICC’s belief that advertising and other public communications play a significant role in the wellbeing of society and in the efficient allocation of resources, the enabling of fair competition, and the achievement of broader public policy objectives.

The Code provides practical guidance based on legal principles and an ethical foundation to ensure transparency and respect for the consumer, to protect competition, and to safeguard public interests. It also sets out principles for the effectiveness of advertising and other public communications, including responsibility, truthfulness and factual accuracy, fairness and integrity, legal conformity and respect of people, as well as respect for the use of advertising and public communication in social media.

The Code obligates companies to observe internationally accepted best practices in marketing and advertising, to ensure that their practices are responsible and effective, and to seek out the advice of legal counsel. Additionally, companies should be aware of the pertinent self-regulatory principles and codes of conduct in their particular industry, as well as any domestic or sectoral legal requirements relating to advertisement or marketing.

Moreover, companies are expected to take reasonable steps to ensure that their advertising and marketing practices remain in compliance with the applicable legal principles and ethical standards, including the responsibility of their agencies and other third parties contracted for the purpose of advertising and marketing.

Finally, the Code obligates companies to create and maintain suitable internal procedures for monitoring and managing activities to ensure compliance with the Code. In the event of any violation of the Code, companies are expected to take immediate corrective action.