FAQ

All audiences

  • What is self-regulation?

    Advertising and marketing self-regulation is a system by which the advertising, marketing, agency and media industry set voluntary rules and standa…

  • What are the benefits of self-regulation?

    Self-regulation offers consumers increased protection and a cost-effective, accessible and responsive alternative to legal avenues. By setting and …

  • What is the purpose of this self-regulatory Code?

    A primary purpose of the Code is to protect consumers by clearly setting out the dos and don’ts for responsible marketing to ensure legal, honest…

  • Why did ICC revise the Code?

    One of the benefits of self-regulation is its ability to keep pace with change through regular revisions and updates. The 2011 Code is the 9th revi…

  • What is new in the revised Code?

    The new Code adds and strengthens privacy and marketing to children provisions. It covers use of digital interactive media extensively, introduces …

  • Who decided on the Code content?

    ICC’s Commission on Marketing and Advertising brings together the world’s top experts on self-regulation, regulation and ethical best practices…

  • How does the Code relate to existing regulations and legislation in my country?

    The Code functions within the framework of local, national or regional legislation. It supplements and supports regulation and legislation in a com…

  • How does the Code relate to other self-regulatory Codes and guidelines?

    The ICC Code is a cornerstone of most self-regulatory codes and systems around the world. It is known as the “gold standard” of SR codes. Natio…

  • What are examples of effective self-regulatory Codes?

    Since 1937, the Code has served as the foundation and cornerstone for self-regulatory systems around the world. SROs (Self-Regulatory Organizations…

  • To what industries is this Code applicable?

    The Code is intended for use by all business and industrial sectors. Its new and expanded sections make it very relevant to all businesses involved…

  • How does the Code protect consumers?

    Consumer protection in the new Code builds on many provisions in prior versions and also adds several new provisions. Among these are requirements …

  • How does the Code affect business customers?

    The best practices for responsible behaviour are universal; they are as applicable to business customers as they are to individual consumers.

  • What guidance does the Code give on use of social media, mobile marketing and other emerging techniques?

    The general principles of the Code apply to all marketing practice regardless of the platform or technique. Requirements for truthfulness, honesty,…

  • With new technologies emerging every day, how relevant will the Code be in 3-5 years (if not sooner)?

    The revised Code is dynamic. It is revised and adapted to meet changes in technology and the environment. New interpretive guidance tools such as f…

Testimonials

New standards for a digital world

“In a rapidly-changing world, we welcome the ICC’s initiative to establish new global standards for digital communications. The revised Code offers hands-on guidance for marketing professionals worldwide how to approach customers with responsible advertising on- and offline”

Peter Würtenberger
Chief Marketing Officer Axel Springer AG

 

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