International Business Adopts Marketing Code

Thursday 15th September – With increasing focus placed on how companies interact with consumers, international business has come together to adopt a new ICC Code on Marketing and Advertising.

The Code, developed by the International Chamber of Commerce, provides a globally acceptable framework for responsible creativity and communication. It covers all forms of marketing and advertising communications, with particular attention paid to business’ responsibilities online.

Stephen Pattison, Chief Executive of ICC in the UK, said:

“The new ICC Code sets out high marketing standards on many tough issues for business, such as the use of online behavioural advertising, the protection of consumer privacy, and marketing to children.”

Due to the global nature of ICC, the Code is able to influence marketing and advertising practices in countries across the world.

Mr Pattison added:

“The Code sets a gold standard for business self-regulation throughout the world. Our experience is that it can also act as a useful tool to help emerging economies adopt sound co-regulatory regimes.”

“The Code has huge potential to level the playing field for businesses operating internationally, as we’ve seen with the recent creation of a self-regulatory code in China based largely on the ICC Code.”


Notes to editors:

1. The International Chamber of Commerce (ICC) is the largest, most representative business organisation in the world. As a global organisation, we work to further international trade by promoting open markets, sensible regulation and the rule of law.

2. In the UK, ICC’s London office provides business views to UK policy-makers and regulators on a range of issues ranging from corporate responsibility to taxation. Members in the UK include the majority of FTSE 100 companies, many smaller firms, law firms and business associations.

3. The new ICC Code on Marketing and Advertising can be viewed at

4. For media enquiries, please contact Andrew Wilson on: +44 (0)7860 560 330; or Emilie Boman on: +44 (0)20 7838 7457.