ICC publishes toolkit on the benefits of advertising self-regulation

Advertising and marketing self-regulation is a framework by which the advertising, marketing, agency, and media industry set voluntary rules and standards of practice complementing and enhancing existing general framework laws and regulations. In many countries, self-regulatory organisations are established to enforce the industry’s commitment to these rules.

Recognising the lack of common understanding on how self-regulation and advertising concepts work in practice, ICC has published a toolkit comprised of key messages and practical examples to provide relevant stakeholders with a clear picture of the benefits associated with advertising self-regulation.

The ICC toolkit, entitled, “The Benefits of Advertising Self-Regulation in Ensuring Responsible and Compliant Advertising,” outlines the advantages of advertising for business, consumers and local communities. The reference incorporates the self-regulatory principles enshrined by the ICC Advertising and Marketing Communications Code (ICC Code), which is used as a global reference for international best practice.

On the release of the guide, Lucas Boudet, ICC Working Group lead and Director General of the European Advertising Standards Alliance said:

“Effective and responsible advertising contribute to economic development, building consumer trust and establishing a level-playing field for business. This ICC toolkit aims to highlight to business, regulators, and policymakers, the benefits of advertising, as well as the key elements for effective implementation of self-regulation.”

Consumer trust is paramount for brand reputation and effective advertising. In this manner, the ICC toolkit emphasises the importance of ensuring responsible, ethical, and compliant advertising and marketing practices. In particular, the document explains how advertising and marketing self-regulation protects citizens, strengthens consumer trust, builds trust among businesses, and complements existing national legal standards.

The ICC toolkit also includes a scorecard with key elements for the effective implementation of advertising self-regulation frameworks. The scorecard, which includes elements of the ICC Code, lists the creation of a self-regulatory body, appeals procedure, and publication of documents, as among the best-practices for implementing effective advertising self-regulation.

Find out more about the ICC Commission on Marketing and Advertising.