Consolidated ICC code

Article 11 – Comparisons

Marketing communications containing comparisons should be so designed that the comparison is not likely to mislead, and should comply with the principles of fair competition. Points of comparison should be based on facts which can be substantiated and should not be unfairly selected.



Read also
  • 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...

Download Code

Advertising and marketing
communication practice

Consolidated ICC Code

Code campaign supported by :