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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  • Article A9 – Particular obligations of intermediaries
    HonestySales promotions which have been accepted by the intermediary should be fairly and honestly handled, and properly administered by him/her and his/her employees. MisrepresentationSales promotions involving any specific responsibility on...
  • Article A8 – Particular obligations of promoters
    Interests of intermediariesSales promotions should be devised and administered with due regard to the legitimate interests of intermediaries and should respect their freedom of decision. Interests of employees, employers and consumer relations...
  • Article A7 – Presentation to intermediaries
    Information for intermediariesSales promotions should be so presented to intermediaries that they are able to evaluate the services and commitments required of them. In particular, there should be adequate details as to: the organisation and scope of the prom...
  • Article A6 – Presentation to consumers
    Complex rules should be avoided.Rules should be drawn up in language that consumers can easily understand.The chances of winning prizes should not be overstated. Information requirementsSales promotions should be presented in such a way as to ensure that...
  • 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...
  • 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...

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Advertising and marketing
communication practice

Consolidated ICC Code

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