International Chamber of Commerce - PowerPoint PPT Presentation

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International Chamber of Commerce

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Advertising and Marketing Communication Practice. Consolidated Code. Introduction ... Self-regulation assures consumers of ethical and responsible advertising. ... – PowerPoint PPT presentation

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Title: International Chamber of Commerce


1
International Chamber of Commerce
  • Advertising and Marketing Communication Practice
  • Consolidated Code

2
Introduction
  • Code has been primary policy instrument for
    self-regulation of commercial communications for
    over 70 years.
  • This general Code has been regularly updated.
  • In the past separate codes were added on
  • sales promotion,
  • sponsorship,
  • direct marketing,
  • electronic media and

environmental advertising market research direct
selling.
3
Eighth edition achieves two principal goals
  • Consolidate the major part of the existing ICC
    marketing and advertising codes into a single,
    easily accessible document
  • Extend the scope of the Codes general provisions
    to include other forms of marketing communication
    as well as advertising.

4
Purpose of the Code
  • demonstrate responsibility and good practice in
    advertising and marketing communication across
    the world
  • enhance overall public confidence in marketing
    communication
  • respect privacy and consumer preferences
  • ensure special responsibility as regards
    marketing communication and children/young
    people

5
Purpose of the Code (cont)
  • safeguard the freedom of expression of those
    engaged in marketing communication
  • provide practical and flexible solutions
  • minimize the need for detailed governmental
    and/or inter-governmental legislation,
    regulations, costly administrative structures.

6
Key Messages
  • Marketers and practitioners should ensure that
    their advertising and marketing communications
    are

7
Fair
  • Respect the principles of fair competition, all
    applicable laws and adhere to the ICC Code in
    spirit as well as in fact.

8
Decent
  • Always maintain ethical standards avoid
    offending prevailing standards of decency in
    countries or cultures concerned.

9
Honest
  • Ensure consumers have or can easily and timely
    access information necessary for their decisions.
    Do not make unjustifiable use of the name, logo,
    trademark etc of another company or organization,
    nor in any other way take advantage of the
    goodwill of others.

10
Truthful
  • Check all content is accurate and not presented
    in a way likely to mislead consumers.  All
    verifiable claims and facts must be capable of
    substantiation at the time of use.

11
Suitable for Children
  • Take special care with messages intended for or
    featuring children. Make sure such messages do
    not exploit childrens natural credulity, or
    undermine positive social behavior, lifestyles
    and attitudes avoidance of unsuitable products
    and never include childrens messages in media
    where editorial matter is unsuitable.

12
Socially Responsible
  • Respect human dignity and the environment.  Never
    condone or encourage discrimination, violent or
    other anti-social behavior, or exploit the
    misfortune of others.  Never denigrate or
    ridicule any person or group, organization,
    product, profession etc.

13
Other Considerations
  • Respecting Privacy - Respect the rights and
    privacy of individuals from whom data are
    collected.
  • Clearly Distinguishable - Ensure messages are
    clearly identifiable as marketing communiqué,
    distinguishable as such and not susceptible to
    being confused with editorial content.
  • Honest Product Endorsements - Use testimonials or
    endorsements only if they are genuine, verifiable
    and relevant.  Do not portray or refer to anyone
    without prior consent.

14
Challenge to Marketing Communications
  • criticism of marketing and advertising centers on
    advertising and promotion of foods, and the
    development of new marketing techniques in a
    fast-evolving media universe, with some groups
    offering various proposals to ban or restrict
    advertising in response

15
ICC Solution
  • ICC has created and maintains a set of universal
    standards that can be accepted by different
    cultures and political systems, reflecting the
    dynamism of the international marketplace while
    recognizing the need for a flexible system of
    self-regulation for effective local adoption.

16
Self Regulation
  • Its value lies in the ability to create, enhance
    and preserve consumer confidence in the business
    communities behind it, and by extension,
    marketplace.
  • It is an instrument for the protection of
    individual companies goodwill and reputation.
  • Self-regulatory codes continue to be developed
    and refined in response to societal,
    technological and economic changes.

17
Benefits Include
  • The ability to swiftly update codes to address
    new issues.
  • The ICC Commission on Marketing and Advertising
    keeps the codes under constant review, adjusting
    them when necessary to meet changing public
    sensitivities and the demands of new
    technologies.

18
Benefits (cont)
  • a set of universal standards that can be accepted
    by different cultures and political systems.
  • The self-regulatory codes and guidelines offer a
    basis for national codes applied by professional
    associations.

19
Benefits (cont)
  • a true global consensus with buy-in from
    business.
  • ICCs unique consensus building process means
    that the self-regulatory codes reflect the views
    of companies from all sectors, of all sizes, and
    from developed, transition and developing
    economies.

20
Benefits (cont)
  • an effective and cost-efficient system.
  • Self-regulation assures consumers of ethical and
    responsible advertising. It reduces costs that
    otherwise would be required for governments to
    legislate and administer detailed regulatory
    codes.
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