11th Edition of ICC Advertising and Marketing Communications Code

ICC releases today a major update of its Advertising and Marketing Communications Code – the 11th edition of the code that has been the global backbone of advertising self-regulation for more than 85 years.

This first comprehensive update of the ICC Code in a decade – informed by over a year of consultations with industry experts – tackles a range of contemporary challenges such as sustainability, AI and influencer marketing. It also incorporates clarified provisions in a range of areas, including marketing aimed at children and teens. 

Key new features include:

• new guidelines on the use of algorithms and AI in preparing and delivering marketing communications 
• encouraging advertisers to be mindful of diversity and the importance of avoiding objectification stereotypes 
• clear provisions on influencer marketing and the responsibility of influencers and content creators 
• updated standards for green claims
• clarified rules regarding children, teens and minors. 

The ICC Marketing Code seeks to protect consumers by clearly setting out the ‘dos and don’ts’ for responsible marketing to ensure legal, honest, decent and truthful communications and practices. The Marketing Code sets high standards for a full range of marketing activities, including digital marketing communications with measures to protect children and consumer privacy.

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Here you can find out more about the ICC Marketing code.

ICC Marketing Code