Marketing and Advertising

What’s at Stake for Business

  • Freedom of commercial speech is a fundamental principle of free markets and should be applied equally to the marketing of all legal products.
  • With such freedom come obligations: advertisements must be decent, honest and truthful, and should conform to standards adopted and enforced by national and regional advertising self-regulatory bodies.
  • New global regulations are threatening to restrict some types of advertising such as food and beverage marketing, social media and marketing to children.

Current Priorities

  • Promote self-regulation as an alternative to government intervention.
  • Provide a forum for discussion of trade and investment barriers related to marketing, advertising and distribution of American goods and services.
  • Bring a global perspective to discussions on ad standards, enforcement and changing consumer preferences.



Brent Sanders
Associate General Counsel
Microsoft Corporation

Vice Chair

Carla Michelotti
Vice President
International Advertising Association


Jonathan Huneke
Vice President, Communications and Public Affairs
212-703-5043 or

Elizabeth Kim
Policy and Program Assistant
212-703-5095 or

Who We Are

The USCIB Marketing & Advertising Committee is composed of USCIB member companies representing a wide range of business and industry sectors. Advocacy priorities are determined that reflect consensus among the members.


The Committee seeks to further the interests of U.S. business with respect to international marketing, advertising and consumer-related issues.  USCIB pursues these objectives through a wide range of advocacy platforms:

  • Direct engagement with U.S. government and other governments around the world.
  • Working in concert with national and industry-specific advertising standards bodies.
  • Playing an active role in the International Chamber of Commerce (ICC), which for over 70 years has set global marketing standards through various ICC Codes and Guidelines.


USCIB advocates in a number of forums for policies that promote high standards and self-regulation in marketing and advertising:

  • At ICC, which has served as the authoritative rule-setter for international advertising since the 1930s.  ICC’s Marketing Code is the benchmark for responsible marketing practices in many countries.
  • In APEC, where member economies are pursuing an active agenda on advertising standards and self-regulation.
  • At the UN, where we worked with ICC to provide business input into the Draft Resolution on Consumer Protection.
  • At the OECD, where we are worked with BIAC to ensure that business views were well-represented in revisions to the OECD Recommendation on Consumer Protection in e-Commerce.

Recent Advocacy Engagement

The Committee has a deep technical knowledge of self-regulation and uses that expertise to influence the development of marketing and advertising standards around the world. USCIB is also:

  • Championing adoption of the APEC Agenda on Advertising, which promotes discussion of advertising practices and regulation, including self-regulation, among the APEC economies.
  • Serving as a forum for discussion of online behavioral advertising, marketing to children and teens, and many other topics of interest to brand owners, advertisers and regulatory bodies.
  • Working with ICC to promote the ICC Framework on Alcohol Advertising, which serves as the basis for developing self-regulation rules for marketing alcohol.
  • Resisting the proliferation of proposals that restrict food and beverage marketing in Latin America and other regions.

Positions and Statements

ICC Statement on Code Interpretation/Reference Guide on Advertising to Children (12/15/2016) - The Reference Guide on Advertising to Children can be found here.  ICC Statement on Code Interpretation The International Chamber of Commerce Consolidated Code of Marketing and Advertising Practice (ICC Code) sets forth standards for marketing communications, including provisions addressing special responsibilities for marketing “products” (as defined by the ICC Code, which includes services)to children and young people. […]
ICC Underscores Importance of Freedom of Commercial Communication (11/30/2015) - A new ICC statement urges governments to reject general advertising bans and overly prescriptive restrictions on truthful commercial communications

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News Stories

ICC Releases New Code of Conduct for Global Marketing Industry (9/25/2018) - The new edition of the flagship ICC Marketing Code raises consumer protection standards around the world and expands rules in the digital realm.
ICC Academy Launches Free e-Course on Responsible Marketing and Advertising (2/8/2018) - The ICC Academy has launched a new e-course based on the world business organization's internationally-recognized Marketing and Advertising Code.

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Press Releases

New Marketing Code Raises Consumer Protection Standards Around the World (9/15/2011) - New York, N.Y., September 15, 2011 –New protection for Internet users – along with detailed standards for marketers selling to them – are highlighted in a newly revised code of global marketing practice from the International Chamber of Commerce (ICC), according to ICC’s American national committee, the United States Council for International Business (USCIB).
Getting the Green Message Right: A New Framework for Environmental Marketing (1/26/2010) - New York, N.Y., January 26, 2010 –  As more consumers consider environmental features important in their purchasing decisions, businesses have a keen interest in communicating the “green” attributes of their products.  Getting the message right is far from easy.  To help marketers and advertisers avoid the mistakes of vague, non-specific or misleading environmental claims, the […]

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Staff Contact:   Jonathan Huneke

VP, Communications and Public Affairs
Tel: 212.703.5043

Jonathan Huneke is responsible for USCIB’s strategic communications, including media relations, publications, online content and high-level public events. He also manages the work of USCIB’s Marketing and Advertising Committee.
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