The International Chamber of Commerce (ICC) Commission on Marketing and Advertising is developing a new global framework for responsible marketing communications relating to alcohol.
An experts’ group convened at the commission meetings in New York on 3-4 June to discuss the draft guide, which identifies existing principles from the Consolidated ICC Code and offers interpretation and further guidance to help marketers and self-regulatory authorities.
“The ICC framework will complement steps already taken by sectoral groups to bolster existing self-regulatory efforts and expand on them in markets where they are lacking,” said Brent Sanders, Chair of the Marketing and Advertising Commission, “While the commission’s work is oriented to rules for broad business interests and not sectoral codes, we agreed that the interpretive instrument proposed would help self-regulatory bodies implement existing ICC Code articles more effectively and coherently across markets.”
“The goal is to increase existing confidence in the self-regulatory approach even further, and ensure that it reaches across all markets,” said Oliver Gray, co-Chair of the ICC experts’ group drafting the framework and Executive Director of the European Advertising Standards Alliance. “This new initiative will do just that and, by building on the global commitments of the major alcohol beverage companies, will demonstrate responsibility via strong and coherent industry rules”.