International Code of Advertising Practice.docx

International Code of Advertising Practice.docx

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InternationalCodeofAdvertisingPractice

InternationalChamberofCommerce

ICCInternationalCodeofAdvertisingPractice

（1997Edition）

DocumentNo.240/381Rev.UpdatedbytheCommissiononMarketing,AdvertisingandDistribution

Introduction

ScopeoftheCode

Interpretation

Definitions

BasicPrinciples

Decency

Honesty

SocialResponsibility

Truthfulpresentation

Comparisons

Denigration

Testimonials

Portrayalorimitationofpersonalproperty

Exploitationofgoodwill

Imitation

Identificationofadvertisements

Safetyandhealth

Childrenandyoungpeople

Guarantees

Unsolicitedproducts

Environmentalbehaviour

Responsibility

Rulesapplytoentiretyofadvertisement

Effectofsubsequentredressforcontravention

Substantiation

Respectofself-regulatorydecisions

Implementation

Introduction

ThiseditionoftheICCInternationalCodeofAdvertisingPracticefollowsthewell-establishedpolicyoftheICCofpromotinghighstandardsofethicsinmarketingviaself-regulatorycodesintendedtocomplementtheexistingframeworksofnationalandinternationallaw.

TheCode,whichwasfirstissuedin1937,andrevisedin1949,1955,1966,1973and1987,isanexpressionofthebusinesscommunity'srecognitionofitssocialresponsibilitiesinrespectofcommercialcommunications.Theglobalizationoftheworld'seconomies,andtheintensecompetitionwhichensuestherefrom,requiretheinternationalbusinesscommunitytoadoptstandardrules.Theadoptionoftheseself-disciplinaryrulesisthebestwaythatbusinessleadershaveofdemonstratingthattheyaremotivatedbyasenseofsocialresponsibility,particularlyinlightoftheincreasedliberalizationofmarkets.AmanifestationofthiscommitmenttosocialresponsibilityistobefoundintheICC'sdecisiontoincorporateformallywithinthiscodetheformerICCGuidelinesforAdvertisingAddressedtoChildren.

Thiseditioncombinespastexperiencewithcurrentthinkingbasedontheconceptofadvertisingasameansofcommunicationbetweensellersandcustomers.InthisrespecttheICCconsidersfreedomofcommunication（asembodiedinarticle19oftheUnitedNationsInternationalCovenantofCivilandPoliticalRights）asafundamentalprinciple.

TheCodeisdesignedprimarilyasaninstrumentforself-disciplinebutitisalsointendedforusebytheCourtsasareferencedocumentwithintheframeworkofapplicablelaws.

TheICCbelievesthatthisneweditionoftheCodewillpromoteadherencetohighstandardsofcommercialcommunicationsleadingtoefficientinternationalmarketsandsignificantconsumerbenefits.

ScopeoftheCode

TheCodeappliestoalladvertisementsforthepromotionofanyformofgoodsandservices.ItshouldbereadinconjunctionwiththeotherICCCodesofMarketingPractice,namely:

ICCInternationalCodeofSalesPromotion

ICCInternationalCodeofPracticeonDirectMarketing

ICCCodeonEnvironmentalAdvertising

ICCCodeonSponsorship

ICC/ESOMARInternationalCodeofMarketingandSocialResearchPractice

TheCodesetsstandardsofethicalconducttobefollowedbyallconcernedwithadvertising,whetherasmarketersoradvertisers,advertisingpractitionersoragencies,ormedia,andistobeappliedagainstthebackgroundoftheapplicablelaw.

Interpretation

TheCodeistobeappliedinthespiritaswellasintheletter.

Becauseofthedifferentcharacteristicsofthevariousmedia（press,television,radioandotherbroadcastmedia,outdooradvertising,films,directmail,fax,e-mail,Internetandonlineservices,etc.）anadvertisementwhichisacceptableforonemediummaynotnecessarilybeacceptableforanother.Advertisements,therefore,shouldbejudgedbytheirlikelyimpactontheconsumer,bearinginmindthemediumused.

TheCodeappliestotheentirecontentofanadvertisement,includingallwordsandnumbers（spokenandwritten）,visualpresentations,musicandsoundeffects.

Definitions

Forthepurposeofthiscode:

▪theterm"advertisement"istakeninitsbroadestsense,andmeansanyformofadvertisingforgoodsorservices,regardlessofthemediumused;

▪theterm"product"referstoanygoodorservice;

▪theterm"consumer"referstoanypersontowhomanadvertisementisaddressedorwhocanreasonablybeexpectedtobereachedbyitwhetherasafinalconsumerorasatradecustomeroruser.

BasicPrinciples

Article1

Alladvertisingshouldbelegal,decent,honestandtruthful.

Everyadvertisementshouldbepreparedwithaduesenseofsocialresponsibilityandshouldconformtotheprinciplesoffaircompetition,asgenerallyacceptedinbusiness.

Noadvertisementshouldbesuchastoimpairpublicconfidenceinadvertising.

Decency

Article2

Advertisementsshouldnotcontainstatementsorvisualpresentationswhichoffendprevailingstandardsofdecency.

Honesty

Article3

Advertisementsshouldbesoframedasnottoabusethetrustofconsumersorexploittheirlackofexperienceorknowledge.

SocialResponsibility

Article4

1.Advertisementsshouldnotcondoneanyformofdiscrimination,includingthatbaseduponrace,nationalorigin,religion,sexorage,norshouldtheyinanywayunderminehumandignity.

2.Advertisementsshouldnotwithoutjustifiablereasonplayonfear.

3.Advertisementsshouldnotappeartocondoneorinciteviolence,nortoencourageunlawfulorreprehensiblebehaviour.

4.Advertisementsshouldnotplayonsuperstition.

Truthfulpresentation

Article5

1.Advertisementsshouldnotcontainanystatementorvisualpresentationwhichdirectlyorbyimplication,omission,ambiguityorexaggeratedclaimislikelytomisleadtheconsumer,inparticularwithregardto

a.characteristicssuchas:

nature,composition,methodanddateofmanufacture,rangeofuse,efficiencyandperformance,quantity,commercialorgeographicaloriginorenvironmentalimpact;

b.thevalueoftheproductandthetotalpriceactuallytobepaid;

c.delivery,exchange,return,repairandmaintenance;

d.termsofguarantee;

e.copyrightandindustrialpropertyrightssuchaspatents,trademarks,designsandmodelsandtradenames;

f.officialrecognitionorapproval,awardsofmedals,prizesanddiplomas;

g.theextentofbenefitsforcharitablecauses.

2.Advertisementsshouldnotmisuseresearchresultsorquotationsfromtechnicalandscientificpublications.Statisticsshouldnotbesopresentedastoexaggeratethevalidityofadvertisingclaims.Scientifictermsshouldnotbeusedtofalselyascribescientificvaliditytoadvertisingclaims.

Comparisons

Article6

Advertisementscontainingcomparisonsshouldbesodesignedthatthecomparisonisnotlikelytomislead,andshouldcomplywiththeprinciplesoffaircompetition.Pointsofcomparisonshouldbebasedonfactswhichcanbesubstantiatedandshouldnotbeunfairlyselected.

Denigration

Article7

Advertisementsshouldnotdenigrateanyfirm,organization,industrialorcommercialactivity,professionorproductbyseekingtobringitorthemintopubliccontemptorridicule,orinanysimilarway.

Testimonials

Article8

Advertisementsshouldnotcontainorrefertoanytestimonialorendorsementunlessitisgenuine,verifiable,relevantandbasedonpersonalexperienceorknowledge.Testimonialsorendorsementswhichhavebecomeobsoleteormisleadingthroughpassageoftimeshouldnotbeused.

Portrayalorimitationofpersonalproperty

Article9

Advertisementsshouldnotportrayorrefertoanypersons,whetherinaprivateorapubliccapacity,unlesspriorpermissionhasbeenobtained;norshouldadvertisementswithoutpriorpermissiondepictorrefertoanyperson'spropertyinawaylikelytoconveytheimpressionofapersonalendorsement.

Exploitationofgoodwill

Article10

Advertisementsshouldnotmakeunjustifiableuseofthename,initials,logoand/ortrademarksofanotherfirm,companyorinstitutionnorshouldadvertisementsinanywaytakeundueadvantageofanotherfirm,personorinstitution'sgoodwillinitsname,tradenameorotherintellectualproperty,norshouldadvertisementstakeadvantageofthegoodwillearnedbyotheradvertisingcampaigns.

Imitation

Article11

1.Advertisementsshouldnotimitatethegenerallayout,text,slogan,visualpresentation,musicandsoundeffects,etc.,ofanyotheradvertisementsinawaythatislikelytomisleadorconfusetheconsumer.

2.Whereadvertisershaveestablisheddistinctiveadvertisingcampaignsinoneormorecountries,otheradvertisersshouldnotundulyimitatethesecampaignsintheothercountrieswheretheformermayoperate,thuspreventingthemfromextendingtheircampaignswithinareasonableperiodoftimetosuchcountries.

Identificationofadvertisements

Article12

Advertisementsshouldbeclearlydistinguishableassuch,whatevertheirformandwhateverthemediumused;whenanadvertisementappearsinamediumwhichcontainsnewsoreditorialmatter,itshouldbesopresentedthatitwillbereadilyrecognizedasanadvertisement.

Safetyandhealth

Article13

Advertisementsshouldnotwithoutreason,justifiableoneducationalorsocialgrounds,containanyvisualpresentationoranydescriptionofdangerouspracticesorofsituationswhichshowadisregardforsafetyorhealth.

Childrenandyoungpeople

Article14

Thefollowingprovisionsapplytoadvertisementsaddressedtochildrenandyoungpeoplewhoareminorsundertheapplicablenationallaw.

InexperienceandCredulity

a.Advertisementsshouldnotexploittheinexperienceorcredulityofchildrenandyoungpeople.

b.Advertisementsshouldnotunderstatethedegreeofskilloragelevelgenerallyrequiredtouseorenjoytheproduct.

i.Specialcareshou