Consolidated ICC code

Article 9 – Identification

Marketing communications should be clearly distinguishable as such, whatever their form and whatever the medium used. 
When an advertisement appears in a medium containing news or editorial matter, it should be so presented that it is readily recognisable as an advertisement and the identity of the advertiser should be apparent (see also article 10).

Marketing communications should not misrepresent their true commercial purpose. Hence a communication promoting the sale of a product should not be disguised as for example market research, consumer surveys, user-generated content, private blogs or independent reviews.



Read also
  • 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 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...

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Advertising and marketing
communication practice

Consolidated ICC Code

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