ICC International Code of Direct Selling
The ICC Code of Direct Selling is intended primarily as an instrument for self-regulation and self-discipline, but may also be used by the Courts as a reference document within the framework of applicable legislation.
ICC expects business operators to respect and endorse the Code both in the spirit and to the letter. It is recommended as a daily reference source for everyone involved in direct selling.
The Code is intended to achieve the following objectives:
- demonstrate responsibility and good practice in direct selling across the world;
- enhance overall public confidence in direct selling;
- respect privacy and consumer preferences and to provide effective consumer protection;
- promote fair competition and free enterprise;
- provide effective practical and flexible solutions;
- minimise the need for detailed governmental and/or inter-governmental legislation or
Structure of the Code
The Code is constructed as a system of ethical rules for the various phases and aspects of the direct selling process. It has been divided into four chapters:
- Basic principles
- Conduct towards consumers
- Conduct towards direct sellers
- Responsibility, substantiation and implementation
- ICC Framework for Responsible Alcohol Marketing Communications (2019)
- Framework for Responsible Food and Beverage Marketing Communications 2019
- ICC Framework for Responsible Environmental Marketing Communications (2019)
- ICC Advertising and Marketing Communications Code
- Mobile supplement to the ICC Resource Guide for Self-Regulation of Interest Based Advertising
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