ICC Advertising and Marketing Communications Code

Preface

Introduction

Responsible advertising and marketing communications

10th Code Revision — significant changes

Review

The Code and the law

Purpose of the Code

Code Structure and interaction with related codes

Scope and application

Cross-border communications — origin and jurisdiction

Interpretation

I. General provisions and definitions on advertising and marketing communications

Definitions 

Article 1 — Basic principles

Article 2 — Social responsibility

Article 3 — Decency

Article 4 — Honesty

Article 5 — Truthfulness

Article 6 — Substantiation

Article 7 — Identification and transparency

Article 8 — Identity of the marketer

Article 9 — Use of technical/scientific data and terminolog

Article 10 — Use of “free” and “guarantee”

Article 11 — Comparisons

Article 12 — Denigration

Article 13 — Testimonials

Article 14 — Portrayal or imitation of persons and references to personal property

Article 15 — Exploitation of goodwill

Article 16 — Imitation

Article 17 — Safety and health

Article 18 — Children and teens

Article 19 — Data protection and privacy

Article 20 — Transparency on cost of communication

Article 21 — Unsolicited products and undisclosed costs

Article 22 — Environmental behaviour

Article 23 — Responsibilit

Article 24 — Effect of subsequent redress for contravention

Article 25 — Implementation

Article 26 — Respect for self-regulatory decisions

II. Detailed Chapters

Chapter A: Sales Promotion

Scope of chapter A

Terms specific to sales promotion

Article A1 — Principles governing sales promotions

Article A2 — Terms of the offer

Article A3 — Presentation

Article A4 — Administration of promotions

Article A5 — Safety and suitability

Article A6 — Presentation to consumers

Article A7 — Presentation to intermediaries

Article A8 — Particular obligations of promoters

Article A9 — Particular obligations of intermediaries

Article A10 — Responsibility

Chapter B: Sponsorship

Scope of chapter B

Terms specific to sponsorshi

Article B1 — Principles governing sponsorship

Article B2 — Autonomy and self-determination

Article B3 — Imitation and confusion

Article B4 — “Ambushing” of sponsored properties

Article B5 — Respect for the sponsorship property and the sponsor

Article B6 — The sponsorship audience

Article B7 — Data capture/data sharing

Article B8 — Artistic and historical objects

Article B9 — Social and environmental sponsorship

Article B10 — Charities and humanitarian sponsorship

Article B11 — Multiple sponsorship

Article B12 — Media sponsorship

Article B13 — Responsibility

Chapter C: Direct Marketing and Digital Marketing Communications

Scope of chapter C .

Terms specific to direct marketing and digital marketing communications:

GENERAL PROVISIONS

Article C1 — Identification and transparency

Article C2 — Identity of the marketer

Article C3 — The offer 

Article C4 — Presentation

Article C5 — High pressure tactics

Article C6 — Respect for public groups and review sites

INTERNATIONAL CHAMBER OF COMMERCE (ICC) v Article C7 — Marketing communications and children

Article C8 — Respecting consumer wishes

Article C9 — Respecting consumer use of digital interactive media

Article C10 — Respect for the potential sensitivities of a global audience

Article C11 — Safety and health

Article C12 — Right of withdrawal 

Article C13 — After-sales service

Article C14 — Prices and credit terms

Article C15 — Unsolicited products 

Article C16 — Fulfilment of orders

Article C17 — Substitution of products

Article C18 — Return of faulty or damaged products

Article C19 — Payment and debt collection

Article C20 — Responsibility

SPECIAL PROVISIONS

Article C21 — Provisions for Telemarketing

Article C22 — Provisions for interest-based advertising (IBA)

Chapter D: Environmental Claims in Marketing Communications

Scope of chapter D

Article D1 — Honest and truthful presentation

Article D2 — Scientific research

Article D3 — Superiority and comparative claims

Article D4 — Product life-cycle, components and elements

Article D5 — Signs and symbols

Article D6 — Waste handling

Article D7 — Responsibility

Additional guidance 

ANNEX I

Terms of Reference of the ICC Code Interpretation Panels 

ANNEX II 

Implementation Guide for the ICC Marketing Codes

International Chamber of Commerce (ICC) Publication