APEC Leaders Identify Development of Regional Advertising Standards as 2014 Priority

4654_image001Asia-Pacific Economic Cooperation (APEC) leaders recently endorsed development work on best practice standards for regulating advertising at their ministerial meeting in Bali.

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

More on USCIB’s Marketing and Advertising Committee

Staff Contact:   Kira Yevtukhova

Deputy Director, Marketing and Communications
Tel: 202.617.3160

Kira Yevtukhova manages USCIB’s print and online publications, including the website, e-newsletter and quarterly magazine, and serves as the organization’s digital media strategist. Prior to this role, Kira worked for over five years within USCIB’s Policy Department, focusing on climate change, environment, nutrition, health, and chemicals related policy issues. She is a graduate of Mount Holyoke College and is currently pursuing an MBA at Georgetown’s McDonough School of Business.
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