USCIB and the International Chamber of Commerce (ICC) are actively supporting this process, and welcomed the endorsement as a step forward validating previous work in this area to establish greater consistency in the rules and application of advertising frameworks in the region. This move will enable the recommendations of the November 2012 Hanoi Dialogue on Advertising Standards and Principles and Practice to be implemented.
USCIB and ICC are working with the Advertising Standards Bureau Australia (ASBA), the European Advertising Standards Alliance, the World Federation of Advertisers and other partners to establish consistency based on international best practice frameworks and encourage greater capacity for economies wishing to build an effective advertising self-regulatory system.
The Consolidated ICC Code of Advertising and Marketing Practice, developed by the ICC Commission on Marketing and Advertising, serves as a foundation for self-regulatory structures around the world. It offers a baseline for APEC economies developing advertising principles while also providing flexibility for local laws and culture to be reflected in a national code.
“Common principles and advertising standards have wisely been recognized as a worthwhile pursuit by APEC economies,” said ICC Commission Chair Brent Sanders, assistant general counsel with Microsoft, who also chairs USCIB’s Marketing and Advertising Committee. “They offer the benefit of reducing trade barriers while offering an effective means to foster corporate responsibility and consumer trust. Alignment with international standards will help position advertising to serve effectively and responsibly as a valuable engine of economic growth across the region.”
Read more on ICC’s website.
The new work stream in APEC will be a focus of discussion when the ICC commission meets in Paris on January 25. Earlier this month, members of USCIB’s committee held a conference call to discuss preparations for the Paris meeting, which will also review developments in developing an ICC framework for alcohol marketing, new work on digital advertising, and a number of other issues.
Staff contacts: Jonathan Huneke