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An engaging roster of top consumer protection and advertising self-regulation experts from the United States and around the world made the line-up of speakers at an ICC seminar on Consumer Savvy Marketing held in New York City on June 7. This seminar, hosted by USCIB and the ICC Commission on Marketing and Advertising, provided the opportunity for companies and legal experts to stay up to date with the dramatically changing landscape of marketing campaigns and to better understand how rules apply to technological and practice developments.
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Participants enjoyed a dynamic and informative keynote presentation on the U.S. Federal Trade Commission (FTC) activities and new projects by Lesley Fair, Senior Attorney of FTC’s Consumer Protection Bureau. Ms. Fair shared examples of recent U.S. advertising cases to illustrate how the FTC enforcement serves as a unique backstop to industry self-regulation efforts discussed later in the event. She discussed the FTC’s recently released privacy report and advised that companies with the most success in this area pursue a privacy-by-design approach to their business activities. Ms. Fair offered examples of cases in new media, explained the testimonials and endorsement guides in practice and gave an update on the review of the FTC green guides.
When asked how the FTC’s handles compliance when a company has campaigns overseas or with international cases, she noted that the FTC has worked with other consumer protection bodies in a cooperative fashion. She was also called on to share U.S. experiences with developing economies and notes that the U.S. boasts over a 90% compliance rate for self-regulation.
The seminar also included three discussion panels, addressing: Social Media Pitfalls and Best Practices, Privacy, Marketing and Self-Regulation and Mobile Marketing and Applications: Developments to Watch.
“The seminar provided us with an important opportunity to bring together a dream team from the community of organizations and experts and to showcase the valuable work being done to make self-regulation work,” said ICC Marketing Commission Chair and Microsoft Corporation Associate General Counsel Brent Sanders. “It is definitely an exercise the commission would like to repeat and expand upon next year and beyond.”
ICC has been a major rule-setter in international advertising self-regulation since 1937, when the ICC Commission on Marketing and Advertising issued the first ICC Code on Advertising Practice – one of the most successful examples of business self-regulation ever developed. The revised Consolidated ICC Code of Advertising and Marketing Communication Practice was launched in 2011 along with CodesCentre.com, a one-stop resource for industry, regulators and academics on self-regulation and advertising.
Click here to read more on ICC’s website, including information on speakers and moderators.
Download a copy of the Consolidated ICC Code
CodesCentre.com
Staff Contact: Heather Shaw
More on USCIB’s Marketing and Advertising Committee
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