International Chamber of Commerce releases 11th edition of ICC code
By Abimbola Mohammed
The International Chamber of Commerce has released the 11th edition of the advertising and marketing communication code for 2024 which serves as the worldwide benchmark for standard for advertising and marketing communication practice.
The code consists of consumer protection, global trade and fair competition, multilateral cooperation, sustainability and climate action, promoting access to justice, integrity and respect for the rule of law, shaping an open, trusted and interoperable digital economy.
ICC Code’s primary purpose is to serve as a self-regulation tool for marketing communications, but it can also be beneficial for non-commercial advertising and communication.
According to ICC, like any other industry, marketing and advertising live by clear rules and ethical standards as it is undeniably powerful tools, shaping behaviors, creating desire, and influencing social norms.
The report read that “The 11th edition has been revised in respect to the reality of rapid evolution of technology and technologically enhanced marketing communications and techniques means that producing responsible marketing communications that are trusted in a digital world has continued to be important for companies in preserving their ‘license to operate’.
Codes of conduct and legislation pursue different objectives and may not share the same scope. There is, however, usually a fairly large interface and their respective fields of application may coincide to a larger or smaller extent. This Code sets standards of ethical conduct and hence cannot, and indeed should not, reflect specific legal requirements, nor is it intended as an instrument of law enforcement but rather a mark of professional diligence.”
However, the Code embraces the principle of legality in Article 1 in that all marketing communications should be legal, decent, honest and truthful. It follows that it can never be in accordance with good business standards to break the law. But the fact that a marketing communication is legal does not necessarily mean it is also ethically acceptable or appropriate. Marketers and other parties thus need to make sure their marketing communications activities observe both applicable laws and regulations in a market, as well as the relevant provisions of the Code.
It could be recalled that in Nigeria the advertising industry standards of practice was also revised in 2023 by the Advertising Regulatory Council of Nigeria (ARCON) when it introduced the ISOP.
Dr. Lekan Fadolapo, Director General (ARCON) in an interview with MARKETING EDGE noted that the last advertising law was enacted on 1988 and so many things has change between 1988 and 2023 so there need to revisit the law make significant changes that will benefit, consumers, practitioners and advertisers.
“The old law was repealed, and the new law was enacted for the industry. We see that the new law addresses so many aspects of the business and practice of advertising in Nigeria.”
ICC noted in the principle that all marketing communications should be legal, decent, honest and truthful as well prepared with a due sense of social, environmental and professional responsibility and should conform to the principles of fair competition, as generally accepted in business. No communication should in the content and manner made undermine the public’s trust and confidence in marketing communications.
The International Chamber of Commerce (ICC) is the institutional representative of more than 45 million companies in over 170 countries. ICC’s core mission is to make business work for everyone, every day, everywhere. Through a unique mix of advocacy, solutions and standard setting, we promote international trade, responsible business conduct and a global approach to regulation, in addition to providing market-leading dispute resolution services. Our members include many of the world’s leading companies, SMEs, business associations and local chambers of commerce.
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