The International Chamber of Commerce (ICC) has released the updated 2024 version of the Advertising and Marketing Communications Code, with contributions from Estonian marketing companies. The Code continues its decades-long mission to establish high ethical standards in advertising and marketing, ensuring that marketing communications are legal, decent, honest, and truthful.
The Code was first created in 1937, and it has been continuously adapted to keep pace with a changing society and technology. The 2024 version reflects significant updates focused on modern marketing trends:
- Regulation of the use of artificial intelligence (AI) and algorithms in marketing communications.
- Clear guidelines on influencer marketing and their responsibilities.
- Enhanced provisions regarding environmental claims and sustainability.
- A dedicated chapter on marketing directed at children and teenagers.
The ICC Marketing Code has become an international standard widely used in advertising, sales promotion, sponsorship, and digital marketing. The updated Code covers the entire spectrum of marketing activities and helps companies adhere to responsible and ethical marketing practices. The ICC Code allows companies to ensure compliance with international standards while reducing the need for government intervention.
Where can the ICC Marketing Code be applied?
The ICC Advertising and Marketing Communications Code can be applied anywhere advertising and marketing activities take place, whether locally or internationally. The Code is widely used in the following areas:
- Advertising and marketing: The Code applies to all types of advertising and marketing communications, regardless of the medium—print, TV, radio, internet, social media, etc.
- Sales promotion: It covers all sales promotion techniques, including discounts, bonus points, sales, and free trial campaigns.
- Sponsorship: The Code encompasses sponsorship activities that tie brands or companies to sponsored events, organizations, or individuals.
- Digital marketing: This includes data-driven and direct marketing as well as digital advertising that utilizes algorithms and AI, such as targeted ads and personalized offers.
- Environmental claims and sustainability: To avoid misleading information, the Code can be applied in marketing that involves environmental claims or sustainability promises.
- Marketing to children and teenagers: Special rules apply to marketing aimed at younger age groups.
The ICC Code can be applied in all countries and marketing contexts where self-regulation mechanisms are in place and is used as an international standard to ensure responsible marketing practices.
Companies around the world are encouraged to implement the ICC Code to ensure transparency and ethical standards in their marketing activities, while also helping to strengthen consumer trust. The Code is available through ICC channels and is regularly updated to remain relevant in the ever-evolving digital and legal environment.