Thu Sep 19 21:48:33 UTC 2024: ## ICC Calls for Higher Ethical Standards in Advertising Amidst Industry Disruptions

**Paris, France -** The International Chamber of Commerce (ICC), the world’s largest business organization, has launched a call for advertisers and marketers to uphold ethical standards in the face of industry disruptions and potential threats to self-regulation. This call accompanies the release of the 11th edition of the ICC Advertising and Marketing Communications Code, a global standard for advertising self-regulation for over 85 years.

The updated Code, a result of over a year of consultations with industry experts, addresses contemporary challenges such as sustainability, artificial intelligence (AI), and influencer marketing. It also clarifies provisions related to marketing aimed at children and teens.

“With the rise of AI, influencer marketing, and the growing importance of climate issues, it is more crucial than ever for all participants in the industry to advocate for the adoption of core standards to build trust among consumers and policymakers,” stated ICC officials.

The ICC emphasizes that the principles of the Code – legal, decent, honest, and truthful – remain relevant in the rapidly changing media and marketing landscape. The updated Code aims to set a higher bar for advertising and marketing practices, encouraging a united front for ethical standards and demonstrating the value and responsiveness of self-regulation.

“We are committed to using the new Code to build broader awareness of acceptable marketing practices and to work closely with businesses and self-regulatory organizations,” said ICC officials. “The ICC Code is not only the backbone of global self-regulation; it can be a guide for those unfamiliar with ethical standards and a platform for collective action to preserve trust in self-regulatory models.”

The ICC is launching a global campaign to promote the new Code through videos, social media, and a new website. The organization encourages stakeholders across the marketing and advertising ecosystem to embrace the Code and contribute to a more ethical and trustworthy industry.

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