What’s new in the ICC Code?​

Technological change is rapidly transforming the advertising and marketing sectors. At the same time, recent innovations, such as artificial intelligence and data-driven marketing, have raised questions on the responsible use and related conduct of these new technologies. Updated and expanded in 2024, the ICC Advertising and Marketing Code now provides guidance on these developments, continuing the Code’s legacy as the gold standard for industry regulation. Continue reading below to get to know the latest version of the ICC Advertising and Marketing Communications Code. 

AI and algorithms 

Artificial intelligence and algorithms have become widely adopted in digital marketing. They are now used in everything from advertising to graphic design. However, as with many new and emerging technologies, rules and regulations for use can be unclear. The 2024 ICC Code ensures advertisers and marketers are responsible for the marketing communications they produce with AI and algorithms. The ICC code now includes steps for professionals to exercise and demonstrate due care and diligence when using AI and algorithms. 

Influencer marketing and sponsored content 

Marketers increasingly rely on influencer marketing to reach new audiences. Under the ICC Code, both influencers and marketers employing influencers hold responsibilities. The connection between influencers and brands should be transparent and clear. For example, influencers should always ensure that their sponsored content is clearly identifiable as such while influencer marketing content should be free from misleading qualifiers or statements. In turn, marketing professionals should compensate any the influencers they employ – financially or otherwise –  and ensure minors are not exploited or exposed to any inappropriate content. 

Marketing to children, teens, and minors 

Marketing communications must be legal, decent, honest and truthful, considering how the communication is likely to be interpreted by the primary target audience. With that in mind, special care must be taken in marketing communications directed to or featuring children or teens. The ICC Code now features clearer rules for communications to  children, teens and minors in a separate chapter. Drawing from almost 100 years of child development research, the Code today reflects common sense principles in marketing to young people, considering their age, cognitive abilities, and personal privacy rights, independent of parents or guardians.  

Environmental claims in marketing content 

In the highly competitive fields of advertising and marketing communications, it can be tempting to persuade today’s eco-conscious consumers. But environmental claims should not be confusing or misleading, take advantage of consumers’ concern for the environment or exploit their lack of knowledge. The 2024 ICC Advertising and Marketing communications Code aims to stamp out ambiguity or false statements when making of environmental claims. Even ‘aspirational’ claims should be specific, transparent, and supported by substantiated evidence, and avoid using vague, general, or non-specific language.  

Hate speech, objectification and stereotypes 

The ICC Advertising and Marketing Communications Code encourages marketing professionals to be mindful of diversity and inclusion, and avoid stereotypes and objectification. Marketers should always aspire to be respectful and mindful of diversity and inclusion. Marketing communications should respect human dignity and avoid inciting or condoning any form of discrimination. Marketers should also be mindful of any cultural norms and values, and not promote messaging that offends or contravenes standards of decency in the countries where they operate. 

Anti-corruption 

Honest and decent marketing communications are crucial to well-functioning societies and markets. Corrupt practices are prohibited at all times, in all forms. Marketing communication should never be associated with corrupt practices of any kind (see the ICC Rules on Combatting Corruption). Activities included under the ICC definition of corruption include public and private corruption, extortion, solicitation, influence peddling, and money laundering.  

Disinformation 

In the age of social media, accurate information is more important than ever. Marketing communications should never employ deceptive practices or disinformation, such as false testimonials, conspiracy theories, or clickbait. Nor should they engage in, facilitate, or fund illegal activities. Doing so could cause damage not only to businesses and markets but also society as a whole.