Common global marketing standards vital to boost trust in an age of disruptions, says ICC

With a range of factors disrupting and reshaping the advertising market – from the rise of artificial intelligence in marketing communications to the growth of influencer marketing and increasing importance of climate issues – the global business body has pointed to the imperative for all participants in the industry to advocate for the widespread adoption of core standards to build trust among consumers and policymakers alike.  With a range of factors disrupting and reshaping the advertising...
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With a range of factors disrupting and reshaping the advertising market – from the rise of artificial intelligence in marketing communications to the growth of influencer marketing and increasing importance of climate issues – the global business body has pointed to the imperative for all participants in the industry to advocate for the widespread adoption of core standards to build trust among consumers and policymakers alike. 

ICC Secretary General John W.H. Denton AO said: "When we first issued the ICC Code in 1937 the world was a lot simpler. There was no TV, let alone the Internet. But what's incredible is that the principles remain the same. Legal, decent, honest and truthful – the four foundations of the ICC Code – are as relevant in today's fast paced media and marketing landscape as they were back then."

"At a time of significant global disruptions – and with some policymakers reaching instinctively for the statute book in response to perceived challenges – robust global advertising standards matter more than ever." 

This first comprehensive update of the ICC Code in a decade – informed by over a year of consultations with industry experts – tackles a range of contemporary challenges such as sustainability, AI and influencer marketing. It also incorporates clarified provisions in a range of areas, including marketing aimed at children and teens. 

Key new features include:

Common global marketing standards vital to boost trust in an age of disruptions, says ICC

Media Contact :

Randa EL TAHAWY
PR & Communications Officer
[email protected]
M: +33 6 45 12 82 62

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