Busiess Action for Responsible Marketing and Advertising (BARMA)
What is BARMA?
Business Action for Responsible Marketing and Advertising (BARMA) brings together key industry stakeholders – advertisers, agencies, and media – to promote greater application of ICC’s international codes for advertising and marketing practice and to support self-regulation in markets where it is underdeveloped or at risk. To achieve this, the BARMA will created an educational module in conjunction with INSEAD Business school, to educate the next generation of marketers on the ethical responsibilities of the profession and the role of self-regulation in preserving business’ license to advertise and market its products and services. The module will be used in Business schools and executive education programmes as well as in-house corporate training programmes and ICC seminars to general business audiences as well as government, media and self-regulatory organization participants.
Why is BARMA Necessary?
There is increased pressure on business to improve the understanding and effectiveness of self-regulation in advertising or risk having its licence to market goods and services locally and abroad constrained. Certain sectors (alcohol, pharmaceuticals, etc.) have experienced challenges and restrictions earlier than others, but these pressures are becoming more and more widespread, affecting food and beverage manufacturers, and more recently the automobile industry. Issues around sustainability claims, digital media, behavioural marketing and privacy raise the types of consumer protection fears that engage activists and draw the attention of legislators. It is imperative that global business take steps to bolster self-regulation, demonstrating its effectiveness and the advantages it has over other options.
Objectives
Educate current and future practitioners on the importance of compliance with the Code and the role of effective self-regulation in building consumer confidence, maintaining corporate reputation and preserving business’ license to market its products and services Increase public and political awareness of self-regulation in marketing and its advantages Serve as a catalyst for further development of self-regulation in key international markets
Leadership
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