Governments and business representatives from the Asia Pacific Economic Cooperation (APEC) economies convened to discuss self-regulatory best practices in the advertising industry at the APEC Advertising Standards Forum and Mentoring Workshop in Beijing last week.
The workshop focused on best practice advertising regulation with a view to aligning advertising standards across APEC markets, reducing barriers to trade from diverse regulations and promoting quality standards. The event was hosted by the Chinese Association of National Advertisers and the Australian Advertising Standards Bureau.
The workshop built upon the insights of a recent APEC Policy Support Unit study, which noted the use of the Consolidated International Chamber of Commerce (ICC) Code of Advertising and Marketing Communications Practice as the globally accepted best practice principles.
The ICC Code, developed by the ICC Commission on Marketing and Advertising, is the gold standard for most nationally applied self-regulation around the world. It offers a globally consistent baseline for economies developing advertising principles while also providing flexibility for local laws and culture to be reflected in a local code.
The APEC workshop, coming on the heels of the successful launch and advocacy event of the first Mandarin translation of the ICC Code, also provided an occasion to announce the creation of a local Commission on Marketing and Advertising by ICC China. This ICC Commission will work with industry and other key stakeholders to help advocate the benefits of advertising self-regulation and ensure local input is given into the global Commission that writes and revises the ICC Code.
USCIB is ICC”s American affiliate.
Staff contact: Jonathan Huneke