The International Chamber of Commerce (ICC) unveiled the first official Mandarin translation of the Consolidated ICC Code of Advertising and Marketing Communications Practice, the updated version of a document first published in 1937. The ICC Code serves as an ethical rule-setting guide for self-regulatory bodies across all sectors, and is designed to build consumer trust in advertising practice while reducing the need for government regulation.
The Mandarin version of the ICC code was shared with the 1,300 delegates attending the 43rd World Advertising Congress in Beijing, presented by the International Advertising Association (IAA) and China Advertising Association, and hosted by China’s State Administration of Industry and Commerce and the Municipal Government of the City of Beijing.
The ICC code is the gold standard for self-regulation around the world. It offers a globally consistent baseline for economies developing standards while also providing flexibility for local laws and culture to be reflected in a local code.
This ninth revision of the ICC code, published in 2011, expands its global principles to address new technology and practice changes. Now published in 11 languages, the code is used as a foundation and resource for most national and sector self-regulatory systems. Self-regulatory bodies implement the principles to monitor advertising and provide consumers with easy access to make complaints and redress problems.
“The ICC Code reflects the commitment of companies from all sectors of industry and all regions of the world to responsible marketing and advertising,” said Carla Michelotti, vice chair of USCIB’s Marketing and Advertising Committee. “IAA was pleased to facilitate this launch with ICC and encourage cooperation across the sector locally and internationally to promote consistent responsible practice across markets.”
Michelotti, who is the executive vice president, chief legal, government and corporate affairs officer at Leo Burnett Worldwide and serves as an IAA board member, took the initiative to bring partner organizations together on this launch to promote responsible advertising practice.
After the congress on May 11, IAA and ICC will co-host a working level meeting on responsible marketing. Forty representatives from Chinese and international stakeholders will participate including, China State Council, State Administration of Industry and Commerce, Chinese National Advertisers Association, China Central Television Advertising Center, Mars, Proctor and Gamble, as well as Unilever and Sony.
“This is a timely opportunity to share and discuss the universal principles with practitioners in China just as the Chinese government is revising the 1994 Advertising Law at present and within it they are encouraging industry to build self-regulation onto that legislative platform,” said Elizabeth Thomas-Raynaud, ICC’s senior policy executive who staffs the ICC Marketing and Advertising Commission that produces the codes.
Staff contact: Jonathan Huneke