In addition to the the Advertising and Marketing Communications Code, the ICC and its partners publish regular updates, toolkits and frameworks to help you navigate the changing landscape.
The ICC Advertising and Marketing Communications Code has been the global backbone of self-regulation in marketing communications since 1937. Since then, the code has been updated 11 times to respond to new technologies, an evolving media landscape and shifting social and environmental expectations.
As well as updating the main code, ICC publishes additional guidance, frameworks and publications to support advertisers and marketers to stay updated on the latest advice. Our frameworks also address key issues that are not included in the main code, such as responsible alcohol marketing and responsible food and beverage marketing.
ICC is part of a global ecosystem of self-regulatory organisations which also produce helpful guidance. Where relevant, our publications include links to further reading from our partners globally, including ICAS, EASA and the WFA. Explore the latest guidance below.
The ICC Code of Direct Selling is intended primarily as an instrument for self-regulation and self-discipline, but may also be used by the Courts as a reference document within the framework of applicable legislation.
The ICC/ESOMAR Code is the trusted global benchmark for self-regulation in market, opinion and social research, and data analytics. It guides professional and ethical conduct in the field, fostering public confidence in research, the upholding of best practices and compliance with the law. The 2025 revision of the Code ensures it remains current and fit-for-purpose.
The ICC Framework for responsible marketing communications of alcohol (Framework) helps to interpret the fundamental global standards of the Consolidated ICC Code to offer more specific guidance on issues unique to the alcohol sector. Countries seeking to establish or enhance marketing self-regulation codes for alcohol can look to the ICC principles as the baseline global standards and use the interpretation of this framework to easily adapt them into national codes according to varying cultures and contexts.
This framework should be read against the background of three intertwined issues: the role of commercial communication in our information-focused society, responsible marketing to children, and the importance of marketing to a competitive economy and consumer choice.
The Environmental Framework provides a summary of the principles of the ICC Code including those outlined in Chapter D on environmental claims and supplements them with additional commentary and guidance to aid practitioners in applying the principles to environmental advertising. The updated Environmental Framework provides a resource for advertising industry stakeholders in meeting their responsibilities to provide truthful and appropriately supported environmental claims.
This document provides an overview of generally related current ICC provisions and self-regulatory rules as well as recommended industry best practices and initiatives that would apply to diversity and inclusion matters in marketing communications and advertising. It is intended to raise greater awareness and responsibility of this issue as well as an indication of the related best practices that will be considered in the forthcoming review of the ICC Advertising and Marketing Communications Code.
These first of their kind ICC principles help to interpret the fundamental global standards of the ICC Marketing Code to offer more specific guidance on issues unique to automatic renewals. This paper highlights five best practices businesses should apply when offering automatic subscription renewals, specifically around disclosure, consent, written confirmation, cancellation and notice. Similarly, countries seeking to establish or enhance marketing self-regulation codes can look to these principles to easily adapt them into their national codes.
Download the ICC statement on the use of AI in advertising and marketing communications (2024)
