Consolidated ICC code

Article 1 – Basic principles

All marketing communications should be legal, decent, honest and truthful.

All marketing communications should be prepared with a due sense of social and professional responsibility and should conform to the principles of fair competition, as generally accepted in business.

No communication should be such as to impair public confidence in marketing.

 

 

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  • Article A9 – Particular obligations of intermediaries
    HonestySales promotions which have been accepted by the intermediary should be fairly and honestly handled, and properly administered by him/her and his/her employees. MisrepresentationSales promotions involving any specific responsibility on...
  • Article A8 – Particular obligations of promoters
    Interests of intermediariesSales promotions should be devised and administered with due regard to the legitimate interests of intermediaries and should respect their freedom of decision. Interests of employees, employers and consumer relations...
  • Article A7 – Presentation to intermediaries
    Information for intermediariesSales promotions should be so presented to intermediaries that they are able to evaluate the services and commitments required of them. In particular, there should be adequate details as to: the organisation and scope of the prom...
  • Article A6 – Presentation to consumers
    Complex rules should be avoided.Rules should be drawn up in language that consumers can easily understand.The chances of winning prizes should not be overstated. Information requirementsSales promotions should be presented in such a way as to ensure that...
  • Article A5 – Safety and suitability
    Care should be taken to ensure that promotional items, provided they are properly used, do not expose consumers, intermediaries, or any other persons or their property to any harm or danger.Promoters should ensure that their promotional activities are consistent with the...
  • Article A3 – Presentation
    A sales promotion should not be presented in a way likely to mislead those to whom it is addressed about its value, nature or the means of participation.Any marketing communication regarding the sales promotion, including activities at the point of sale, should be in stri...
  • Article A4 – Administration of promotions
    Sales promotions should be administered with adequate resources and supervision, anticipated to be required, including appropriate precautions to ensure that the administration of the offer meets the consumers' reasonable expectations.In particular: the avail...
  • Article A2 – Terms of the offer
    Sales promotions should be so devised as to enable the consumer to identify the terms of the offer easily and clearly, including any limitations.Care should be taken not to exaggerate the value of the promotional item or to obscure or conceal the price of the main product...
  • Article A10 – Responsibility
    The onus for observing the Code falls on the promoter, who has the ultimate responsibility for all aspects of sales promotions, whatever their kind or content. Anyone taking part in the planning, creation or execution of any sales promotion has responsibility, as defined in ...
  • Article A1 – Principles governing sales promotions
    All sales promotions should deal fairly and honourably with consumers. All sales promotions should be so designed and conducted as to meet reasonable consumer expectation associated with the advertising or promotion thereof. The administration of sales promotions and th...

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Advertising and marketing
communication practice

Consolidated ICC Code

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