Consolidated ICC code

Article 5 – Truthfulness

Marketing communications should be truthful and not misleading.

Marketing communications should not contain any statement, claim or audio or visual treatment which, directly or by implication, omission, ambiguity or exaggeration, is likely to mislead the consumer, in particular, but not exclusively, with regard to:

  • characteristics of the product which are material, i.e. likely to influence the consumer’s choice, such as: nature, composition, method and date of manufacture, range of use, efficiency and performance, quantity, commercial or geographical origin or environmental impact;
  • the value of the product and the total price to be paid by the consumer;
  • terms for delivery, exchange, return, repair and maintenance;
  • terms of guarantee;
  • copyright and industrial property rights such as patents, trade marks, designs and models and trade names;
  • compliance with standards;
  • official recognition or approval, awards such as medals, prizes and diplomas;
  • the extent of benefits for charitable causes.

 

 

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Advertising and marketing
communication practice

Consolidated ICC Code

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