October 8, 2018

ICC’s Advertising and Marketing Communications Code is a global self-regulatory framework, developed by experts from all industry sectors worldwide. The ICC says that 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. According to the ICC the Code is “the backbone of the global advertising and marketing industry”.

The Code seeks to protect consumers by setting out rules for responsible marketing to ensure legal, honest, decent and truthful communications and practices. The Code sets high standards for a full range of marketing activities, including digital marketing communications with measures to protect children and consumer privacy.

Key changes to the Code include:

• enhanced guidance on distinguishing marketing communications content from true editorial and user generated content;
• clarified rules on advertising to children and teens including new definitions;
• consolidated rules on direct marketing and digital marketing communications;
• updated terminology and guidance on the applicability of mobile phones and cross-device tracking to location-based advertising and interest-based advertising; and
• expanded coverage 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.

To access the revised Code, click here