How self-regulation works in advertising and marketing 

Self-regulation is how the industry works together to voluntarily practice responsible marketing standards

The world of advertising is highly competitive – with brands vying for attention, market share, loyalty and global impact. But in this fast-paced, ambitious environment there is one principle that everyone can agree on: self-regulation.  

In the context of an increasingly intertwined global economy, self-regulation in advertising and marketing serves helps avoid fragmented regulations by assuring collaboration among brands, agencies, trade bodies, and other industry stakeholders. This system of voluntary rules elevates standards and ensures a rapid response to new issues and circumstances, alleviating the burden on governments and regulatory bodies. 

Some countries have been practicing self-regulation for over 80 years, adhering to the ICC Advertising and Marketing Communications Code and various local codes, with Self-Regulatory Organisations (SROs) enforcing the standards and handling consumer complaints. 

The cornerstone of self-regulation has always been legality, but today it goes much further to encompass decency, ethics and responsibility.  

Learn more about  The Benefits of Advertising Self-Regulation in Ensuring Responsible and Compliant Advertising 

Making a stand for standards matters now more than ever

The advertising and marketing communications industry is a US$1 trillion powerhouse, essential for businesses to thrive. That’s why, as the marketing and advertising landscape becomes more complex, more diversified and more global, upholding standards is more vital than ever. 

Significant challenges arise without agreed, consistent standards that transcend borders.  Consumers trust erodes, the industry loses credibility, and businesses struggle to market themselves on a level playing field.  

At ICC, we believe in the power of global trade to drive a more peaceful, prosperous and sustainable future for everyone, everywhere. Which is why, in our increasingly complex and global world, we think standards matter more than ever. So we’re asking: What do you stand for? The ICC Advertising and Marketing Communications Code: It stands for standards. 

SR helps marketing and advertising work for everyone