ICC Advertising and Marketing Code
At A1 we follow the principles of responsible marketing and communication. Therefore we rely on the ICC Marketing Code which protects 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.
ICC Marketing Code
ICC’s Advertising and Marketing Communications Code – or the ICC Marketing Code – is a globally-applicable self-regulatory framework, developed by experts from all industry sectors worldwide. Since 1937, it has served as the cornerstone for most self-regulatory systems around the world, from the French ARPP Code to China’s Responsible Marketing Code. The Code is the backbone of the global advertising and marketing industry.
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.
ICC Marketing Code: Key Principles
Scope and application
The ICC Marketing Code covers all forms of advertising and marketing communications, including digital advertising and social media. It is technology and media neutral. It applies to the entire marketing eco-system, guiding communications practitioners, advertising agencies, publishers, media owners, contractors and other participants including market influencers, bloggers, vloggers, affiliate networks, data analytics and ad tech companies as well as those responsible for preparing algorithms and the use of artificial intelligence for marketing communications purposes.
ARTICLE 1 | BASIC PRINCIPLES
All marketing communication should be legal, decent, honest and truthful.
ARTICLE 2 AND 3 | DECENCY AND HONESTY
Marketing communications should not offend standards of decency currently prevailing in the country and culture concerned. They should not abuse consumers’ trust or exploit their lack of experience or knowledge.
ARTICLE 4 | SOCIAL RESPONSIBILITY
Marketing communications should respect human dignity and not incite or condone any form of discrimination or anti-social behaviour.
ARTICLE 5 AND 8 | TRUTHFULNESS AND SUBSTANTIATION
Marketing communications should not mislead the consumer with respect to the product. All forms of claims relating to verifiable facts should be capable of substantiation at the time of publication.
ARTICLE 9 | IDENTIFICATION AND TRANSPARENCY
Marketing communications should be clearly distinguishable and when appearing in a medium containing news or editorial matter, where appropriate, labelled as such. They should not misrepresent their true commercial purpose.
ARTICLE 10 | MARKETER IDENTITY
The identity of the marketer should be apparent.
ARTICLE 12 AND 15 | FAIR COMPETITION
Marketing communications should not denigrate or ridicule competitors or their products, other firms, organisations or persons. Marketing communications should not make unjustifiable use of the name, logo or trademark of another firm or institution, and should not take undue advantage of the goodwill belonging to others.
ARTICLE 18 | CHILDREN (< 12S) AND TEENS (13-17)
Special care should be taken in marketing communications directed to or featuring children or teens. They should not undermine positive social behaviour, lifestyle and attitudes.
ARTICLE 19 | DATA PROTECTION AND PRIVACY
When collecting personal data from individuals, care should be taken to respect and protect their privacy by complying with relevant rules and regulations.
ARTICLE 23 | RESPONSIBILITY
Whatever the nature of the activity, medium or technology, responsibility is shared by all parties concerned, commensurate with their respective role in the process and within the limits of their respective functions.