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Role of the ICC’s Code on Advertising by Oliver Gray


20 Feb 2019


EDAA’s first educational presentation of 2019 is here!
Listen to Dr. Oliver Gray talk about the importance of the International Chamber of Commerce’s marketing and communications code, how it applies to digital advertising and eventually how it affects us all.
The International Chamber of Commerce’s (ICC) Marketing Communications and Advertising code is the key global reference for all marketers and self-regulatory codes in marketing communications. To date, 42 countries have or are developing codes based on that of the ICC.
With the ever-expanding use of digital advertising in mind the ICC has just undertaken the 10th revision of its code. This time particularly to ensure that it is relevant to digital marketing activities and the ecosphere of those players who are involved in them.
The EDAA’s video presentation below focuses on the ICC Code’s principles, application and the need for digital marketing communications to follow globally accepted principles and respect self-regulatory decisions.
In this educational video, Dr. Oliver Gray explains through various examples some of the key areas of the ICC code applying to digital marketers:
1) Firstly, the ICC code applies to a wide number of digital players involved in the preparation and the delivery of marketing communications. This includes digital marketers, market influencers, those responsible for AI and preparing algorithms for marketing communication purposes, but also those involved, such as EDAA participants, in collecting data up and downstream for online behavioural advertising purposes.
2)  Secondly, it addresses the fairness, clarity and transparency of the commercial nature of digital marketing communications. It also underlines how appropriate labelling (to distinguish them from news, editorial matters and user-generated content, to respect and protect privacy in relation to personal data and online behavioural advertising) must respect the latest provisions on desktop, cross-device and mobile devices, including their application to location-based advertising.
3)  Thirdly, it provides the latest understanding of terminology for example with regards to digital interactive media, interest-based advertising and new definitions, such as a clear distinction between children (12yrs and under) and teens (13-17 yrs).
Dr Gray concludes on the need for companies (employees and contractors) to respect self-regulatory provisions and how the ICC code inspires the principles and rules undertaken at the national and sectoral levels including within EDAA.



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