ICC Advertising and Marketing Communications Code
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This 10th revision ensures that the ICC Marketing Code is maintained as the global reference point for marketing self-regulation, fit for the digital world.
Key changes to the ICC Marketing Code include:
on distinguishing marketing communications content from true editorial and user generated content
on advertising to children and teens including new, sharp definitions
on direct marketing and digital marketing communications
Updated terminology and guidance
on the applicability of mobile phones and cross-devices to location-based advertising and interest-based advertising
of the rules to include emerging mediums and participants, such as social media, artificial intelligence-enabled marketing, market influencers, bloggers, vloggers, affiliate networks, data analytics and ad tech companies
ICC’s Advertising and Marketing Communications Code – or the ICC Marketing Code – is a globally-applicable self-regulatory framework, developed by experts from all industry sectors worldwide. Since 1937, it has served as the cornerstone for most self-regulatory systems around the world, from the French ARPP Code to China’s Responsible Marketing Code. The Code is the backbone of the global advertising and marketing industry.
The ICC Marketing Code seeks to protect consumers by clearly setting out the ‘dos and don’ts’ for responsible marketing to ensure legal, honest, decent and truthful communications and practices. The Marketing Code sets high standards for a full range of marketing activities, including digital marketing communications with measures to protect children and consumer privacy.
Building consumer trust by maintaining high ethical standards
Providing a solid, cost-effective and flexible starting point for safeguarding consumers
Granting students a firm foundation in ethical decision-making in today’s marketing and advertising environment
ICC’s Marketing Code provides a solid, cost-effective and flexible starting point for considering ethical marketing standards that can be adapted to local needs.
To help marketers, advertisers, regulators or any other actors better understand the ICC Marketing Code, the ICC Academy offers a free online course on ethical marketing.
An updated implementation guide is also enclosed in an annex of the ICC Marketing Code to help various stakeholders in the marketing and advertising ecosystem put the framework into practice.
The ICC Marketing Code functions within the framework of local, national or regional legislation, supplementing regulation in a complementary manner. The below map shows where self-regulation frameworks are either based on the ICC Marketing Code, national codes or remain non-existent.
Are you an expert interested in joining our working group? Contact Georgiana Degeratu at firstname.lastname@example.org or Jessica Reed at email@example.com to see how you can get involved.
Want more information on the ICC Marketing Code or self-regulation systems in a specific country? Send us an email and we’ll be in touch!