At a time when pressure on industry is increasing, particularly with respect to marketing to children and growing concerns regarding obesity, the framework presents a standard, uniformed approach to encourage responsible food and beverage communication and has been used as a foundation for aligning industry efforts and self-regulatory commitments in response to the World Health Organization’s agenda on reducing obesity. The framework requires that responsible food and beverage marketing should be legal, decent, honest and truthful, and clarifies that marketing communications must not undermine the importance of healthy lifestyles. Responsible marketing can help consumers make appropriate choices about products and to understand the role of nutrition, diet and physical activity in healthy lifestyles.
Prepared by the ICC Commission on Marketing and Advertising, the framework has been revised to align with the relevant revisions of the Consolidated ICC Code on Marketing and Advertising Communication Practices (ICC Code). It sets out business positions regarding: 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, while offering practical guidance on applying the general code principles specifically to food and beverage marketing.
“The ICC framework was first developed in 2004 at industry’s request and has subsequently been updated twice to keep current with the changes to the general ICC marketing code,” said Brent Sanders, Chair of the Commission on Marketing and Advertising. “It provides a tool industry can apply through effective self-regulation within a legal framework that protects consumers from false and misleading claims.”