The Code Decoded

A quick guide to the main provisions of the global ICC Code of Advertising and Marketing Practice.

1. Be Fair
   Respect the principles of fair competition, observe all applicable laws and obey the Code in spirit as well as to the letter.
2. Be Decent
   Avoid offending prevailing standards of taste and decency in the countries or cultures concerned.
3. Be Honest
   Don’t abuse consumers’ trust or exploit their lack of knowledge or experience. Make all information relevant to consumers’ decisions easily available.
4. Be Truthful
   Ensure all claims are accurate, not misleadingly selected and backed by sound evidence.
5. Be Responsible
   Respect human dignity and the environment and don’t encourage discrimination or dangerous or anti-social behaviour.
6. Be Distinguishable
   Ensure that marketing communications are clearly recognisable and not confused with editorial, and that the identity of the advertiser is clear.
7. Protect Children
   Make sure that advertising which addresses or features children is safe, suitable, easily understood and doesn’t undermine positive social behaviour, lifestyles or attitudes.
8. Respect Privacy
   Respect the rights and privacy of individuals from whom data are collected.

For full details of ICC Code provisions click here