The new code is significant for its effort to model the global best practice of the ICC code and as the first code for China that results from cooperation of the three advertising associations representing different segments of the industry – advertisers, agencies and media.
“It is gratifying to see China benefiting from ICC’s rules-writing and its expertise in global consensus building to develop industry best practice that can be applied locally,” said Victor Fung, ICC Honorary Chairman and Li & Fung Group Chairman. “This is a good starting point and ICC will continue to work with other global and local partners to support better understanding and use of its Consolidated ICC Code.”
Launched at the Global Advertiser Week in Beijing, co-hosted by the World Federation of Advertisers (WFA) and China Association of National Advertisers (CANA), the new Chinese code was presented at a signing ceremony on 13 April with CANA, the China Advertising Association and the China Advertising Association of Commerce and 650 other local and international delegates attending the event. WFA along with a selection of large multinational and Chinese companies facilitated the adoption.
Delegates of the ICC Commission on Marketing and Advertising and ICC’s Business Action for Responsible Advertising (BARMA) initiative attended the event. In side meetings delegates and ICC China representatives met with local advertising association partners to applaud this first step and to encourage further cooperation to promote the universal principles of the ICC Code. BARMA members and ICC China will be working together to develop training for practitioners in China using the ICC/INSEAD BARMA training module.
ICC has been a major rules-setter in international advertising self-regulation since 1937, when the ICC Commission on Marketing and Advertising first issued the ICC code on Advertising Practice – one of the most successful examples of business self-regulation ever developed. The revision of the Consolidated ICC Code of Advertising and Marketing Communication Practice (2006) is underway, and the new global Code will be launched in the third quarter of 2011.
Through its BARMA initiative, ICC helps facilitate the spread of self-regulation and reinforce its effectiveness. Leveraging the cooperation of ICC members from advertisers, agencies and media, and working with global and local partner associations, BARMA promotes greater application and reach of the ICC Code. BARMA aims to educate current and future practitioners using tools such as the ICC/INSEAD training module to improve understanding and Code compliance in all markets.
Visit the ICC Commission on Marketing and Advertising for more information