Dieser Kodex wurde in erster Linie als ein Rahmen für die Selbstregulierung entwickelt.
In diesem Sinne empfehlen ICC/ESOMAR den weltweiten Einsatz des Kodex, um die folgenden Ziele zu erreichen:
- Aufstellung von ethischen Regeln, die Marktforscher einhalten müssen;
- Stärkung des Vertrauens der Öffentlichkeit in die Marktforschung durch Betonung der Rechte und Sicherheiten, die ihr dieser Kodex garantiert;
- Hervorhebung der besonderen Verantwortung bei der Erhebung der Meinungen von Kindern und Jugendlichen;
- Sicherung der Freiheit von Marktforschern, sich Informationen zu beschaffen, zu erfassen und weiterzugeben (nach Artikel 19 der Internationalen Konvention der Vereinten Nationen über bürgerliche und politische Rechte);
- Minimierung der Notwendigkeit staatlicher und/oder überstaatlicher Gesetze und Vorschriften.
- ICC Framework for Responsible Environmental Marketing Communications
- ICC Framework for Responsible Alcohol Marketing Communications (2019)
- Framework for Responsible Food and Beverage 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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