ICC Document & publication

Advertising and Marketing Communication Practice (Consolidated ICC Code)

This new ICC Code addresses the current need for a single “Consolidated ICC Code of Advertising and Marketing Communication Practice.” Through business self-regulation, the code promotes high standards of ethics in marketing. It also offers governments sound business principles to consider when elaborating initiatives that bear on marketing and consumer protection.

Independent systems of self-regulation have been successfully applying the ICC Code for the past 70 years. The use of properly implemented advertising and marketing communications codes is acknowledged and accepted in all major markets as industry best practice and a recognized means of providing additional consumer protection. Self-regulation is a tried and tested system which has served responsible business well, for the benefit of consumers all over the world.

Structure of the Code

The Consolidated ICC Code is constructed as an integrated system of ethical rules. Its General Provisions and Definitions apply without exception to all marketing communications; they should be read in conjunction with the more detailed provisions and specific requirements set out in the relevant chapters:

Chapter A – Sales Promotion;
Chapter B – Sponsorship; n Chapter C – Direct Marketing;
Chapter D – Advertising and Marketing Using Digital Interactive Media;
Chapter E – Environmental Claims in Marketing Communications.

The Code should also be read in conjunction with other ICC codes, principles and framework interpretations in the area of marketing and advertising:

  • ICC International Code of Direct Selling;
  • ICC/ESOMAR International Code of Market and Social Research;
  • ICC Principles on Responsible Deployment of Electronic Product Codes;
  • ICC Framework for Responsible Food and Beverage Communications.
  • ICC Framework for Responsible Environmental Marketing Communications