Code Highlights and Innovations : |
1 - Basic Principles of the Code 2 - Digital Interactive Media 3 - Online Behavioural Advertising (OBA) 4 - Environmental Claims 5 - Sales Promotion 6 - Sponsorship 7 - Direct Marketing |
Code Highlights and Innovations : |
1 - Basic Principles of the Code 2 - Digital Interactive Media 3 - Online Behavioural Advertising (OBA) 4 - Environmental Claims 5 - Sales Promotion 6 - Sponsorship 7 - Direct Marketing |
This Code is structured in two main sections – General Provisions and Chapters. The General Provisions section contains fundamental principles and other broad concepts that apply to all marketing in all media. The Chapters are detailed and apply to specific areas of marketing -- Sales Promotion, Sponsorship, Direct Marketing, Digital Media and Environmental Marketing Claims.
Some of the broad principles covered are:
The Code has integrated rules that apply to marketing communications using digital interactive media throughout the guidelines. There also is an entirely updated section dealing with issues specific to digital interactive media techniques and platforms.
Code self-regulation on use of digital interactive media includes:
For the first time, the Code addresses responsibility in the use of online behavioural targeting in the delivery of advertising.
Definition: OBA refers to the practice of collecting information about a user’s online activity over time, on a particular device and across different, unrelated websites, in order to deliver advertisements tailored to that user’s interests and preferences.
Given the increased attention of environmental claims in marketing, this Code has been updated in-line with international standards and its companion resource, the ICC Framework for Responsible Environmental Marketing Communications. Together these tools help marketers and their agencies evaluate claims to ensure their messages hold up to the basic principles of truthful, honest and socially responsible communications and avoid misleading consumers. While the principles are simple, applying them to make new environmental claims, often based on terms that are not universally understood, is more complicated. ICC guidance maps that process for companies and provides a standard for self-regulators to evaluate when claims are questioned.
Definition: Environmental claims refer to any claim in which explicit or implicit reference is made to environmental or ecological aspects relating to the production, packaging, distribution, use or disposal of products.
Code guidance on use of environmental claims includes:
Fairness, transparency and clear explanation are key factors in responsible sales promotion. Among the topics covered in the Code are: (a) presentation and administration of promotions; (b) safety and suitability; (c) information requirements; and (d) particular obligations of promoters and intermediaries.
This section of the Code applies to all forms of sponsorship relating to corporate image, brands, products, activities or events of any kind run by commercial and non-commercial organizations. It includes sponsorship elements forming part of other marketing activities, such as sales promotion and direct marketing, or in conjunction with a corporate social responsibility programme. A consistent theme of this section is respect for the sponsor, the sponsorship property and the audience.
Standards for ethical conduct in all forms of direct marketing include the clear presentation of terms and fulfilment requirements and procedures of each offer, along with clear presentation of a consumer’s rights in relation to each offer. The section includes new content on requirements when using electronic media for direct marketing and when using telemarketing. For telemarketers, there are precise guidelines about responsible behaviour in: (a) making outbound calls; (b) reaching a sales agreement or agreement for further contact; (c) monitoring and recording conversations; and (d) the use of automatic dialling equipment.
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