Commission on Marketing and Advertising 2018-02-12T17:02:25+00:00

ICC Commission on Marketing and Advertising

Has been a major rules-setter in international advertising self-regulation since 1937, when it first issued the Consolidated ICC Code on Advertising Practice – one of the most successful examples of business self-regulation ever developed.

With over 300+ members from 50 of countries, the commission provides for a global forum including policy experts from companies from the marketing and advertising industry, including legal advisors from industrial and commercial enterprises and lawyers in private practice, representing a wide range of national backgrounds and business representative organizations.

ABOUT THE COMMISSION

  • Participate in the APEC Committee on Trade and Investment project on common advertising standards and work together with ICC’s global network and partners to advance capacity-building of advertising self-regulation in the APEC region and improve the understanding of responsible marketing and the Consolidated ICC Code.
  • Undertake a review of the Consolidated ICC Code to ensure it remains relevant, future-proof and fit for purpose, including new developments and issues in the market place.
  • Advance Consolidated ICC Code communication efforts on the occasion of the 80th (2017) Anniversary of the Code to underscore the underlying principles of the Code and reaffirm its role as the global reference for effective marketing and advertising self-regulation.
  • Promote awareness of existing policy materials to help companies and policymakers interpret broad Code principles as they might apply to sensitive or rapidly evolving issues such as advertising to children and mobile marketing and actively pursue opportunities to enhance engagement and strengthen self-regulation in developing markets.
  • Carry out a targeted advocacy effort with governments where global legislative initiatives are being considered on labeling and packaging, with a view to educating on the policy impact of these initiatives and the proposed recommendations developed by the cross-commission Task Force on Labelling and Packaging.
  • Develop appropriate guidance with respect to digital and interactive marketing communications across all media and platforms including further guidance for mobile applications that incorporates new technologies such as location, data, non-cookie based tracking and cross-device targeting as a supplement to the existing Resource Guide for Self-Regulation of Online Behavioural Advertising.

The ICC Commission on Marketing and Advertising works closely with international partners involved in marketing and advertising policy-making. It partners with self-regulatory organizations (SROs) and their networks such as the European Advertising Standards Alliance (EASA) and the Latin American network of SROs (CONARED), the International Advertising Association (IAA), the World Federation of Advertisers (WFA) and many other local, regional and sectorial associations to advocate policies and promote responsible marketing practice.

The commission advocates policy positions and the use of its self-regulatory codes through the national committees who advise their governments as well as through intergovernmental organizations, such as the UN and its agencies – specifically the World Health Organization and Codex Alimentarius. ICC marketing policy is actively promoted to the Organization for Economic Cooperation and Development (OECD) through its Business and Industry Advisory Committee (BIAC).

  • Carlos Almaraz, BUSINESS EUROPE
  • Sofia Dilinos, IAB EUROPE
  • Townsend Feehan, IAB EUROPE
  • Alison Fennah, IAB EUROPE
  • Oliver Gray, EUROPEAN ADVERTISING STANDARDS ALLIANCE (EASA)
  • Alex Macarescu, IAB EUROPE
  • Matthias Matthiesen, IAB EUROPE
  • Ionel Naftanaila, IAB EUROPE
  • Chris Payne, World Federation of Advertisers
  • Marie-Clare Puffet, IAB EUROPE
  • Sandrine Sépul, CONSEIL DE LA PUBLICITE
  • Filip Van Elsen, ALLEN & OVERY ANTWERPEN
  • Ivan Vandermeersch, BELGIAN DIRECT MARKETING ASSOCIATION (BDMV-AMBD)

The ICC Commission on Marketing and Advertising serves as the overarching body for issue-specific task forces and working groups, which include the Task Force on Code Revision; Working Group on Sustainability and Working Group on Digital Media.

The ICC Commission on Marketing and Advertising serves as the overarching body for issue-specific task forces and working groups, which include:

  • Task Force on Code Revision
  • Working Group on Sustainability
  • Working Group on Digital Media

Task Forces and Working Groups are created as a separate complement to the Commission to address specific issues of interest. These issues are usually current hot topics in the business arena, and become the focus of a task force or working group because of significant discussions or concerns by policymakers. Issue-knowledgeable members are gathered to create these task forces or working groups to help shed light on topics, develop papers, and/or recommend revisions.

Learn more about the hot topics of today, and our current task forces and working groups that cover them:

Task Force on Code Revision

Working Group on Sustainability

Working Group on Digital Media

Carlos Almaraz, BUSINESS EUROPE

TASK FORCE ON CODE REVISION , 240-46
Olivier Gray, EUROPEAN ADVERTISING STANDARDS ALLIANCE
Sandrine Sepul, CONSEIL DE LA PUBLICITE

WORKING GROUP ON DIGITAL MEDIA  , 240-52
Olivier Gray, EUROPEAN ADVERTISING STANDARDS ALLIANCE
Ionel Naftanaila, IAB EUROPE

WORKING GROUP ON SUSTAINABILITY , 240-53
Olivier Gray, EUROPEAN ADVERTISING STANDARDS ALLIANCE

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