Marketing and Advertising
The International Chamber of Commerce (ICC) is uniquely positioned to provide insightful guidance on marketing and advertising around the globe. As the world business organization, whose membership is composed of thousands of enterprises from all sectors and geographical regions, ICC continues to be a key player in the ever-changing landscape of modern marketing and advertising.
The ICC Commission on Marketing and Advertising’s main advocacy focus is on promoting effective
self-regulation that is harmonized to best practice around the world. Effective
self-regulation builds trust with consumers by ensuring advertising that is
honest, legal, decent and truthful, and providing quick and easy redress when
transgressions occur. The Consolidated ICC Code forms an integral aspect of
this work and has served as the foundation for the national and sectoral codes
of most self-regulatory systems existing today. Self-regulatory
systems with rules based on the ICC Code are operating in over 35 countries,
across 6 continents, spanning Canada, Mexico, most of Europe,, Brazil, India and
South Africa. Also, the ICC Code is being used to develop rules and new
self-regulatory systems in a half dozen other countries including China,
Serbia, Croatia and the Ukraine.
In addition to the common foundation they provide, the
value of the ICC codes is in their ability to apply flexibly to local law and
culture while being regularly updated and adapted to address new practice and
technology developments. Chaired by Brent Sanders of Microsoft, the ICC
Commission on Marketing and Advertising produces the codes with wide consultation
among industry representatives and experts within ICC membership and beyond it
to ensure widespread support and consensus.
Read more about the effectiveness of self-regulation in marketing and advertising