USCIB Joint Meeting of Food & Agriculture, Marketing & Advertising, Healthcare Working Groups

USCIB’s committees on Food and Agriculture, Health Care, and Marketing and Advertising will meet on Tuesday, March 26th from 10:00 – 11:00 AM EST

Location:

USCIB Office in Washington, D.C.

1400 K Street NW

Suite 525

USCIB will be using this opportunity to discuss the new WHO policies on advertising to children and more. A complete agenda and information on a guest speaker will be circulated shortly. If you are interested in participating, please contact: Ashley Harrington (aharrington@uscib.org).

ICC Marketing & Advertising Commission

Cartagena, Colombia

ICC provides guidance on the ever-changing landscape of modern marketing and advertising marketing and advertising issues, promoting effective self-regulation that is harmonized to best practice around the world.

From principles for regulation of responsible marketing related to children to checklists for marketers and their agencies to evaluate environment claims, ICC continues to promote the benefits of self-regulation as a means to secure consumer trust and preserve a dynamic marketplace where innovation flourishes.

The Consolidated ICC Code of Advertising and Marketing Communication Practice is the gold standard for self-regulation. Since its introduction in 1937, it has served as the cornerstone for the codes of most self-regulatory systems in existence today.

Self-regulatory systems with rules based on the ICC Code are operating in over 35 countries, across six continents.

In addition to the common foundation they provide, the value of the ICC codes is in their flexibility to apply to local law and culture while being regularly updated and adapted to address new practice and technology developments.

ICC Releases New Code of Conduct for Global Marketing Industry

L-R: Carla Michelotti (International Advertising Association), Sheila Millar (Keller & Heckman), Lee Peeler (National Advertising Division)
Launched September 25 at a conference in New York, the new edition of the flagship ICC Marketing Code raises consumer protection standards around the world and expands rules in the digital realm.

The International Chamber of Commerce (ICC) has released the tenth revision of its flagship Advertising and Marketing Communications Code – a globally applicable self-regulatory framework developed by experts from all industry sectors worldwide. The ICC Marketing Code was launched on September 25 during the National Advertising Division’s 2018 Annual Conference in New York. ICC is the world’s largest business organisation, representing over 45 million companies and more than one billion employees. USCIB serves as ICC’s exclusive American national committee.

Underpinning self-regulatory frameworks in 42 countries, the ICC Marketing Code seeks to protect consumers by clearly setting out the “dos and don’ts” for responsible marketing to ensure legal, honest, decent and truthful communications and practices. This new revision ensures that the ICC Marketing Code takes into account emerging digital marketing and advertising practices, such as artificial intelligence-enabled marketing, market influencers, vloggers and data analytics.

“ICC’s global membership ensures that there is a worldwide consensus on Marketing and Advertising issues, and a unified voice when business speaks to the UN and to national governments,” said Carla Michelotti, vice president of the International Advertising Association and the vice chair of USCIB’s Marketing and Advertising Committee.

Sheila Millar, partner with Keller & Heckman and vice chair of the ICC Marketing and Advertising Commission, who joined Michelotti in unveiling the revised code, added: “The goal was to make sure that the ICC Code remains relevant to the marketplace of today, including modern technologies and marketing practices. We wanted to make it future-proof.”

The tenth revision of the ICC Marketing Code includes:

  • Enhanced guidance on distinguishing marketing communications content from true editorial and user generated content
  • Expanded coverage of the rules to include emerging digital mediums and participants
  • Consolidated rules on direct marketing and digital marketing communications
  • Updated terminology and guidance on the applicability of mobile phones and cross-devices to location-based advertising and interest-based advertising
  • Clarified rules on advertising to children and teens

“The digital transformation of marketing and advertising underscores the critical importance of trust between consumers and companies,” said ICC Secretary General John Denton. “The ICC Marketing Code sets the gold standard for ethical advertising that will help ensure consumer trust in the years to come.”

Brent Sanders, assistant general counsel at Microsoft and chair of the ICC Commission on Marketing and Advertising (as well as USCIB’s Marketing and Advertising Committee), agreed and noted: “The ICC Marketing Code has served as the inspiration for self-regulatory codes and as a building block for self-regulatory structures around the world. By ensuring advertising is honest, transparent and decent, these systems build consumer trust and provide quick and easy redress when transgressions occur.”

A Spanish-language edition of the newly-revised ICC Marketing Code will be launched in Cartagena, Colombia – and accessible globally online – on October 2.

The ICC Commission on Marketing and Advertising examines major marketing and advertising related policy issues of interest to world business and brings together top experts on self-regulation and ethical best practices in advertising and marketing communications. ICC has been the major rule-setter in international advertising self-regulation since 1937, when the Commission issued its first Marketing Code – one of the most successful examples of business self-regulation ever developed.

ICC Academy Launches Free e-Course on Responsible Marketing and Advertising

The new ICC Academy e-course builds on decades of expertise in establishing high standards for marketers and ad agencies.

The educational arm of the International Chamber of Commerce (ICC), the ICC Academy, has launched a new e-course based on ICC’s internationally-recognized Marketing and Advertising Code. Entitled “Ethical Marketing and Advertising” (EMA), the e-course is available free of charge, and aims to develop the skills needed to conceptualize, design and deliver responsible marketing communications.

From micro-enterprises to large multinational companies, nearly all businesses use marketing in some form to sell their products or services. However, in a world where good governance and consumer trust are increasingly important, there is a greater expectation from consumers for brands to communicate transparently about their operations and product offering. This interactive e-course serves to encourage ethical marketing solutions as better, more effective forms of advertising.

“We are proud to launch the EMA on the ICC Academy’s digital learning platform,” said Daniel Kok, general manager of the ICC Academy. “We believe that formal training is essential to create high industry standards and practice. Our aim for this e-course is to establish a foundation in marketing for businesses across all markets.”

The EMA builds on decades of expertise and is designed for marketers, advertising agencies, self-regulatory organizations and universities and expands on a program initially developed with the renowned international business school, INSEAD.

“The ICC Code provides globally applicable road signs for marketing practice, which help build confidence in business. This e-course brings the Code guidance to life with the aid of practical industry examples,” said Brent Sanders, assistant general counsel at Microsoft and chair of the ICC Commission on Marketing and Advertising, who also chairs USCIB’s Marketing and Advertising Committee. “We recognize the invaluable contributions of self-regulatory and partner organisations across the globe in developing this interactive course that we believe will reinforce the Code’s effectiveness.”

Comprising six lessons, the two-hour interactive e-course:

  • covers ICC Code basics
  • provides an overview of the importance of responsible advertising
  • explains responsible marketing principles relating to customers, society and competitors, and
  • delivers insights on digital marketing and advertising.

Each section of the course incorporates video examples, structured learning, self-assessments, a virtual coach and valuable case studies to fully understand the principles at the heart of global advertising codes, which are applicable across every industry.

“The ICC Code provides direction for legal and honest marketing communications – qualities that are critical for marketers to build consumer trust and brand loyalty,” said Raelene Martin, policy manager at ICC . “This e-course demonstrates, in practical terms, how the Code’s principles and provisions can be applied in everyday practice when developing marketing campaigns. We are confident that this e-course will be a key resource to help marketers employ today’s and tomorrow’s most innovative techniques to market their products and services.”

Professionals hoping to demonstrate their commitment to the practice of ICC Code on responsible Marketing and Advertising are invited to take the EMA certification exam for a nominal fee.

Click here to learn more about the ICC Academy’s brand-new EMA e-course.

ICC Marketing Commission Looks to Bring Sense to Debate Over Children’s Advertising

ICC Marketing & Advertising Commission members met at Microsoft’s San Francisco offices.

Amid a year-long celebration of the 80th anniversary of the International Chamber of Commerce’s landmark global marketing code (formally known as the ICC Consolidated Code of Advertising and Marketing Communications Practice), ICC members gathered in San Francisco on December 4-5 to discuss emerging challenges to the self-regulatory framework exemplified by the ICC Code.

The ICC Marketing and Advertising Commission, chaired by Brent Sanders, associate general counsel with Microsoft, meets twice annually, and this gathering marked the commission’s first visit to the West Coast in several years. Among the guest speakers was Jurgen Van Staden, privacy and public policy manager at Facebook, who addressed the evolving landscape for advertising self-regulation in a fast-evolving digital landscape and encouraged ICC members to ensure that the ICC Code remains fit for purpose.

Top of mind for many participants were new regulatory threats that may impose overly stringent constraints on the marketing of products to children and teenagers. National and global regulatory bodies are increasingly focused on the topic, and many policy responses seek to address “up-aging” (increasing the upper age limit of childhood), limitations on screen time, and privacy and data security, as well as many other concerns.

According to Jonathan Huneke, USCIB’s vice president for communications and public affairs, who attended the ICC meetings, business representatives are seeking to bridge the significant divergence of regulatory practice between the United States, the European Union and other jurisdictions.

“Not surprisingly, national standards for marketing and advertising can vary widely between countries,” he said. “To take one example, the EU’s soon-to-be-implemented General Data Privacy Regulation imposes an absolute right to privacy that may complicate efforts to comply with the U.S. Children’s Online Privacy Protection Act, where restrictions on the use of data is less restrictive for those aged 13 and over. But that’s just the tip of the iceberg when it comes to potential regulatory divergence.

ICC members agreed to develop a toolkit to respond to threatened bans on marketing to children and teens, drawing upon the ICC Code, as well as related ICC guidance on food and beverage marketing, online advertising, and other issues. They will also explore conducting an outreach and educational campaign for policy makers around the world, to raise awareness of self-regulation as an effective means of maintaining high standards of marketing and advertising practice.

Commission members also reviewed proposed changes to the ICC Code in the areas of data-driven and interactive marketing. The next meeting of the ICC Marketing and Advertising Commission will take place in Paris in late June. You can view and download copies of the ICC Code and many other resources on marketing and advertising at ICC’s Codes Centre website.

Read more about USCIB’s Marketing and Advertising Committee here.

2017 USCIB International Leadership Award Dinner

USCIB is delighted to honor Ajay Banga, president and chief executive officer of MasterCard. Each year this gala event attracts several hundred industry leaders, government officials and members of the diplomatic community to celebrate open markets and the recipient of USCIB’s highest honor.

Established in 1980, USCIB’s International Leadership Award is presented to a senior business executive who has made significant policy contributions to world trade and investment, and to improving the global competitive framework in which American business operates. Join us for what will be a truly memorable evening!

USCIB Gears Up for APEC CEO Summit in Vietnam

This week, USCIB’s Vice President of Product Policy and Innovation Mike Michener will attend the Asia-Pacific Economic Cooperation (APEC) CEO Summit in Da Nang, Viet Nam, as a business delegate and representative of the U.S. APEC Business Coalition.

Organized under the leadership of the National Center for APEC (NCAPEC), USCIB will be joining other Coalition and NCAPEC members on the ground, including CEOs and executives from USCIB member companies. NCAPEC serves as the designated 2017 U.S. Strategic Partner for the CEO Summit, Secretariat to the U.S. members of the APEC Business Advisory Council (ABAC) and as Chair and Secretariat of the U.S. APEC Business Coalition.

Throughout 2017, USCIB has addressed a number of issues through APEC to advance discussions across a range of issue. These include chemicals regulation, advertising self-regulation, data privacy, customs, and digital trade. USCIB members and staff have engaged in several APEC working groups, including the Chemical Dialogue, APEC Business-Customs Dialogue, Customs Procedures Virtual Working Group, Alliance for Supply Chain Connectivity, the Electronic Commerce Steering Group and Data Privacy Subgroup.

In Da Nang, Michener will meet with USCIB members, leaders from APEC economies and representatives of intergovernmental organizations to discuss member companies’ APEC priorities and USCIB’s work. They look forward to hearing from USCIB members in Da Nang, in addition to joining with Coalition partners, to advance common objectives.

“USCIB appreciates the numerous committed partnerships that APEC has established with the private sector,” said Michener. “These partnerships are addressing many economic opportunities, particularly on trade and regulatory issues, that will help foster greater economic integration among APEC’s twenty-one member economies.”

The upcoming APEC meetings in Da Nang include, in addition to the CEO Summit, the Concluding Senior Officials’ Meeting, Fourth APEC Business Advisory Council (ABAC) Meeting, APEC Ministerial Meeting and APEC Economic Leaders’ Meeting. USCIB has collected priority issues from its membership for 2018, and will have the USCIB 2018 APEC Priorities and Recommendations Paper available in Da Nang.

APEC Workshop Looks to Raise Advertising Standards

ICC’s Raelene Martin addressing the advertising standards workshop

USCIB and the International Chamber of Commerce helped organize a well-attended workshop on “APEC Advertising Standards: From Principles to Implementation” at Asia-Pacific Economic Cooperation (APEC) meetings this week in Ho Chi Minh City, Vietnam.

The workshop served as an important milestone in ongoing APEC discussions, strongly supported by the business community, to advance high standards for marketing and advertising throughout the APEC region. It brought together key government and advertising industry participants from APEC economies to advance the 2014 APEC Action Agenda on Advertising Standards and Practice Development, and to examine how APEC economies can implement these recommendations with key indicators for doing so.

USCIB Vice President Barbara Wanner attended the workshop alongside numerous USCIB member company representatives.

Since the first APEC advertising standards meeting in 2012, APEC economies have sought to promote the adoption and effective implementation of advertising standards consistent with international best practice. Five years on, the aim of this workshop was to address APEC ministers’ instructions in 2016 with regard to “promoting the alignment of advertising standards and reducing the cost of doing business across the region” and to “prepare a five year implementation strategy.”

“The ICC Commission on Marketing and Advertising is committed to working with industry and other key stakeholders to help advocate the benefits of advertising self-regulation and the alignment of advertising standards at international level,” said Raelene Martin, ICC’s project manager for marketing and advertising. “This year’s APEC conference provided an ideal forum to re-state this commitment and advance together towards the shared goal of greater public trust in marketing and advertising.”

The Consolidated ICC Code of Advertising and Marketing Communications Practice, developed by the ICC Commission on Marketing and Advertising, is the gold standard for the most nationally applied self-regulation around the world. The ICC Code, which celebrates its 80th anniversary this year, has served as the foundation and building block for self-regulatory structures around the world, and 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. It is a recognized and trusted rule-setting tool for the marketing and advertising industry, and at the same time is noted for its adaptability to local market and policy conditions. View the ICC Code here.

 

Celebrating 80 Years of the ICC Marketing Code

ICC Marketing & Advertising Commission members met in Paris on June 16.

USCIB and others in the International Chamber of Commerce family are celebrating this year’s 80th anniversary of the ICC Consolidated Code of Marketing and Advertising Communication Practice.

Earlier this week, ICC presented the Code during a networking cocktail hosted in partnership with the French Association of the Communications Agencies, at the French Camp Cannes held on the margins of the Cannes Lions International Festival of Creativity. The event followed the semi-annual meeting of ICC’s Commission on Marketing and Advertising, which took place in Paris on June 16 and was chaired by Brent Sanders, associate general counsel with Microsoft and chair of USCIB’s Marketing and Advertising Committee.

During the celebratory event in Cannes, Ximena Tapias Delporte, vice chair of the ICC Commission on Marketing and Advertising and president of the Colombian Commission on Advertising Self-Regulation, joined Stéphane Martin, director general of the French self-regulatory organization ARPP and chair of the European Advertising Standards Alliance, to share perspectives on the Code and its broader application at international level as the foundational instrument of advertising self-regulation.

The ICC Code was also presented at the International Advertising Association (IAA) cabana in Cannes, where Carla Michelotti, vice chair of USCIB’s Marketing and Advertising Committee and vice president of the IAA, interviewed Martin on using the Code to ensure best practices in the advertising industry and to build trust with consumers.

“Over the past 80 years, the ICC Code has played a key role in providing principles that help build trust with consumers, assuring them of advertising that is honest, legal, decent and truthful,” Martin said during the interview.

According to USCIB Vice President Jonathan Huneke, at the ICC commission meeting in Paris, members discussed possible revision of the Code in the coming years to more fully reflect changes in technology and advertising practice, and finalized a draft ICC guide on responsible mobile marketing communications. The latter document is expected to be finalized and issued by ICC in the coming weeks.