October 19, 2011
Are You Practicing Ethical Marketing Communications?
Last month, the International Chamber of Commerce released the latest version of the Consolidated ICC Code of Advertising and Marketing Communications (9th ed.), and for the first time expanded its boundaries to encompass the previously neglected realm of digital marketing. Though the ICC has tweaked the code quite a bit from its initial inception in 1937, this is the first time that the organization has focused extensively on the rapidly expanding landscape that is the current digital world in which we all live.
Though the ICC did touch upon digital marketing in the Code’s previous edition, the latest revision expands upon this and includes new definitions, transparency requirements, privacy regulations, and rules regarding marketing toward children.
Among the Code’s intentions are to:
• demonstrate responsibility and good practice in advertising and marketing
across the world;
• enhance overall public confidence in marketing communications; to respect privacy
and consumer preferences; to ensure special responsibility as regards marketing
communications and children/young people;
• safeguard the freedom of expression of those engaged in marketing communications
So who does it even really apply to? Basically, the new code applies to anyone that wishes to be included in the world of marketing and advertising. Of course the code is not a set of laws, and should not be taken as such. Rather it is a reference guide for those who wish to conduct proper and ethical marketing practices in today’s society.
Yet regardless of whether or not a certain action violates a legal code, it would still behoove any marketer to follow the Code’s philosophy. Not only will you be sure to avoid any legal issues by following the Code, but your customers and other prominent stakeholders will also appreciate the ethical and efficient practices that it preaches.
If you’d like to check out the Code for yourself, and begin on the path to outstanding marketing communications today, check out http://codescentre.com/ and follow the links to download.
