ICC Marketing Commission strives to bolster self-regulation and strengthen ties in Latin America

Cartagena, 28-30 September 2016 – ICC has reaffirmed its commitment to bolster advertising self-regulation in Latin America and co-ordinate efforts to strengthen ties in the region.

This past week, ICC participated in the Cartagena Inspira Conference in Cartagena, Colombia. Hosted by Andiarios, Asomedios, La Asociación Nacional de Anunciantes de Colombia (ANDA) and Unión Colombiana de Empresas Publicitarias (UCEP), the Cartagena Inspira Conference on Marketing, Communications, Creativity and Innovation brought together over 1,000 participants including prominent executives in marketing, communications and advertising. The congregating associations represented almost 95% of Colombia’s advertising industry and significant participation from other countries in the region. Ximena Tapias Delporte, ICC Commission Vice-Chair and President of the Colombian Union of Companies (UCEP), played an integral role in the organization of this inaugural event and as a renowned champion of advertising self-regulation was pleased to welcome ICC’s participation.

ICC presented on two panels together with Stéphane Martin, Director General of ARPP and Chairman of the European Advertising Standards Alliance (EASA), discussing “International regulatory trends and risks of restrictions on the use of trademarks” and “Unresolved issues with respect to Big Data”.

The event provided a platform for open dialogue in which ICC could share on the work of the ICC Commission on Marketing and Advertising and advocate the benefits of advertising self-regulation in addressing global issues arising in these two areas. ICC was able to showcase the relevance of the Consolidated ICC Code and other existing ICC guidance in addressing the issues of big data and the increase of regulatory trends and requirements for labelling and packaging.

Ms. Raelene Martin, ICC Executive for the Commission on Marketing and Advertising, spoke of the challenges, possible risks and opportunities and the role of self-regulation with respect to big data. To this end, Ms. Martin highlighted the Consolidated ICC Code as a fundamental foundation for self-regulatory structures around the world, referencing Article 19: Data Protection and Privacy as an article of relevance for ethical practice on personal data. Ms. Martin reiterated that the protection of data is the fundamental for any code or big data guidelines and stressed that implementation of the Code’s intent is imperative. The Code principles should be applied in the spirit as well as to the letter as the aim is to protect consumers and build trust and confidence in business. Big data practices by companies on all sides of the activity needs to be about value and benefit for consumers with the assurance of not using information at the expense of consumers or their trust.

On the panel on “International regulatory trends and risks of restrictions on the use of trademarks”, Ms. Martin outlined the impacts of measures restricting the use of brand elements on consumer choice and confidence, trade, innovation and investment, competition as well as trademark protection. Building on the work of the ICC Joint Task Force in this area, Ms. Martin highlighted recommended principles for consideration that seek to promote well-designed regulations that generate significant social and economic benefits. These included recommendations to clearly identify policy goals and consider more effective alternatives to regulation, policy coherence and open consultation, including the participation of business.

Six weeks earlier, on the 19th of August 2016, a constructive meeting was held in Bogota with the ICC Colombia mirror Commission on Marketing and Advertising, drawing representatives from various sectors of the advertising industry. Ms. Raelene Martin shared on work of the Commission on Marketing and Advertising, including existing tools and current work streams.  Ms. Martin discussed the relevance of ICC guidance on labelling and packaging restrictions as well as emerging issues related to advertising to children and young people noting these areas of ICC work would be useful advocacy tools at the national level. Ms. Martin outlined areas of opportunity for increased engagement, highlighting ICC’s commitment to providing relevant support but also emphasized the benefits of a reciprocal exchange which would be strengthened by valuable insight at the local, grassroots level.  The Committee concluded that they would explore the possibility of translating some of the ICC tools into Spanish to better advocate ICC work at both the national and regional level. 

ICC looks forward to continued engagement in the Latin American region and opportunities to further promote the benefits of advertising self-regulation to enhance and preserve consumer trust and confidence in business.

ICC Commission Marketing and Advertising

Download the Consolidated ICC Code of Advertising and Marketing Communications Practice