Jan 30, 2025
ICC’s Work on Marketing and Advertising
Setting Global Standards for Responsible Marketing
Since its first publication in 1937, the ICC Advertising and Marketing Communications Code has served as the gold standard for responsible advertising. Recognized and implemented by self-regulatory bodies in over 40 countries, it provides a global framework for ethical marketing practices. The Code helps businesses maintain trust with consumers, ensure compliance with regulations, and adapt to evolving challenges in the advertising landscape.
As marketing evolves with new technologies and consumer expectations, ICC continues to update and expand its guidance to promote transparency, fairness, and integrity in advertising worldwide. The latest 11th edition of the ICC Code reflects these ongoing efforts, addressing issues like green claims, influencer marketing, and diversity & inclusion.
Key Focus Areas & 2025 Agenda
This year, the ICC Marketing and Advertising Commission is tackling some of the most pressing issues in advertising and marketing. Key initiatives include:
📌 Responsible AI in Advertising – Developing new guidance on the ethical use of AI in marketing (new workstream led by Microsoft & Google).
📌 Marketing & Advertising to Children – Updating ICC’s standards to ensure responsible digital advertising to young audiences (new workstream led by Lego & Keller & Heckman).
📌 Environmental Marketing Communications – Strengthening the ICC framework for clear, evidence-based green claims (new workstream led by Keller & Heckman).
📌 Responsible Food & Beverage Marketing – Updating ICC’s guidelines on advertising food and beverages in a responsible way (new workstream led by WFA).
📌 Responsible Alcohol Marketing – Revising ICC’s self-regulation rules for alcohol marketing, ensuring high ethical standards (new workstream led by WFA & IARD).
📌 Market & Social Research Ethics – Finalizing the updated ICC/ESOMAR Code on ethical research and data analytics.
These initiatives aim to help businesses navigate complex regulations, align global best practices, and protect consumer trust in an increasingly digitalized world.
New Dutch Advertising Code Released!
We are pleased to announce the launch of the Dutch version of the ICC Advertising and Marketing Communications Code. To mark the occasion, we hosted a webinar discussing the latest updates to the ICC Code, green claims, and key legal and compliance challenges in advertising.
Webinar Overview: Responsible Advertising – Challenges and Solutions
📅 30 January 2025
The webinar provided key insights into the evolving landscape of advertising regulations, with a strong focus on environmental claims, cross-border compliance, and the increasing complexity of marketing regulations.
Key Takeaways:
🔹 Navigating Cross-Border Advertising Rules
Advertising laws are only partially harmonized across Europe, leading to different interpretations in each country.
Businesses face challenges due to varied enforcement bodies, including consumer authorities, NGOs, and self-regulatory organizations.
Inconsistent rulings and legal interpretations across jurisdictions create uncertainty for international advertising campaigns.
🔹 The Growing Complexity of Environmental Claims
Greenwashing is under increased scrutiny—companies must ensure environmental claims are clear, substantiated, and not misleading.
Regulators and NGOs actively monitor and challenge vague or exaggerated sustainability claims (e.g., "climate neutral" or "eco-friendly").
From product packaging to digital ads, investor reports, and recruitment materials, all communications can be subject to green claim regulations.
Businesses must consider how consumers perceive their claims, as even well-intended messages can be misleading.
The risk of "green-hushing"—where companies under-communicate sustainability efforts to avoid regulatory risk—is increasing.
🔹 Legal and Compliance Risks in Advertising
Companies must balance the marketing of innovation with compliance, ensuring that new and emerging technologies are communicated accurately without overstating their impact.
Claims about technological advancements, sustainability improvements, or new product features must be fact-based and verifiable to avoid misleading consumers.
The role of AI in advertising introduces new challenges in accountability and transparency.
Influencer marketing is under growing scrutiny, with specific rules for large-scale influencers (500K+ followers).
🔹 How Businesses Can Stay Ahead
✅ Implement good practice guidelines for legal and marketing teams.
✅ Establish internal training programs to build awareness of advertising risks across departments.
✅ Develop a risk-based approach to green claims and advertising content.
✅ Seek external compliance reviews for high-risk campaigns.
✅ Maintain transparency and accuracy—especially in sustainability messaging.
💡 Final Thought: The advertising landscape is evolving rapidly. With heightened regulatory scrutiny, increased NGO activism, and stricter enforcement, businesses must stay vigilant and proactive to ensure responsible marketing practices.
Missed the webinar? 📺 The full session will be published soon.
Get Involved
Are you interested in shaping the future of responsible marketing and advertising? ICC welcomes businesses, legal experts, and policymakers to join our initiatives. Contact us to learn more about how you can participate!
The ICC Advertising and Marketing Communications Code - ICC - International Chamber of Commerce