ICC discussion paper on labelling and packaging measures impacting on brand assets
In view of the potential impacts of labelling and packaging measures set out above, ICC urges governments to follow internationally recognised principles of good regulation when considering regulatory intervention to ensure balanced, targeted and proportionate regulatory outcomes whose benefits outweigh their costs.
ICC’s global membership fully supports national and international policy objectives to improve public health and consumer safety and is committed to collaborative approaches reflecting common interests and shared responsibility for these goals. In many cases, businesses are already working individually and in coalitions with governments, academia, civil society, and directly with consumers to achieve these aims.
In parallel, various countries and international organizations are considering or implementing regulatory intervention, including through measures mandating the form and content of labelling and packaging.
ICC has noted an increasing tendency for such measures to restrict the use of brand assets and product information in a number of sectors and countries. It also notes that some of the labelling and packaging measures introduced or being considered in this context have far–reaching consequences going beyond their specified objectives.
Given their potential effects on many policy areas affecting business, ICC would like to bring to the attention of policy makers the broader potential impact of such measures in areas such as international trade, competition, consumer protection, intellectual property and innovation.
ICC also recommends good regulation principles to be taken into account when considering whether to introduce such measures and urges policy makers to work with businesses to find the most effective means to achieve policy goals.
The aim of this paper is not to address specific regulatory measures at the national, regional or international level, but to take a horizontal approach in identifying types of measures, their potential impacts on relevant policy areas and in providing guiding principles and recommendations.