ICC participates at APEC advertising seminar on advertising standards in Lima, Peru

On 22 and 23 August 2016, the Asia-Pacific Economic Cooperation (APEC) held its third workshop on advertising standards in Lima, Peru. Hosted by the Peruvian Association of Advertisers (ANDA Peru), CONAR (the Peruvian SRO) and Indecopi (the Peruvian competition and IP authority), the workshop brought together important government and advertising industry participants from  APEC economies  to advance the APEC Action Agenda on Advertising  Standards and Practice Development and share on good practices and experiences in advertising self-regulation.

APEC_group Photo _Aug 2016 (4) 

The curtain was raised on the two-day event by Peru’s Vice President Mercedes Araoz who emphasised the need for a self-regulatory space to reflect responsibility in society, mutual respect and the creation of values.  On this note, the stage was set for the seminar which focused on sharing good practices and experiences on advertising self-regulation among APEC economies, followed by fruitful discussions between APEC regulatory authorities, SROs and the industry. 

ICC had the opportunity to participate on a panel exploring “The value of advertising and industry standards: Facilitating trade, economic growth and innovation”.  Raelene Martin, ICC Executive for the Commission on Marketing and Advertising, discussed ICC’s role in facilitating international trade, the benefits of global trade and the value of advertising as an integral part of the global economy.  Ms. Martin noted, “Advertising is an important driver of economic growth within APEC and aligning advertising standards across the Asia-Pacific region will easier facilitate the delivery of advertising services, and enable business growth, greater regional trade and investment, non-tariff barrier reduction and drive economic growth among APEC economies.” Building on this point, Ms. Martin elaborated on the Consolidated ICC Code of Advertising and Marketing Communications Practice (the ICC Code), noting its flexibility to adapt to different legal backstops and local needs. The Code has been classified by the APEC Policy Support Unit study as the global reference for international best practice/advertising self-regulation.

Commission member Adam Gagen, Director of Legal and Public Affairs at the World Federation of Advertisers, presented initial results from research conducted on APEC markets. These results demonstrated the value and importance of a well-regulated advertising market. CONAR also shared a Peru-specific study which highlighted the cost-effectiveness of self-regulatory organisations in ensuring advertising remains legal, decent and honest.

Other members of the ICC Commission on Marketing and Advertising were also present at the seminar, including ICC Code Revision Task Force Vice-Chair Oliver Gray, who moderated a session on “Emerging Issues: Definition of Advertiser/Advertising; Native Advertising and Social Media” and highlighted ICC Code definitions and guidance relevant to the discussion.  Commission member Brett Bivans, Senior Vice President at International Alliance for Responsible Drinking, elaborated on the delivery and enforcement of responsible advertising standards in the alcohol sector. He also highlighted the ICC Framework on responsible marketing communications of alcohol as a demonstration of industry’s commitment to responsible advertising and building the credibility of the self-regulatory system.

The APEC Guiding Principles – which call on government and industry to develop robust self-regulatory systems – were highlighted as a useful tool to drive action in key emerging markets, and a regulatory checklist on self-regulatory best practice for developing general systems and specific sectors was outlined. The final draftsare to be published on a public site in the next months.  A mentoring network will also be established, hosted by the Australian Advertising Standards Authority, to help reinforce and develop self-regulatory organisations – particularly in key markets where they do not yet exist.

Ministerial representatives on the APEC Committee on Trade and Investment, recognised the continued importance of the APEC Action Agenda at their meeting on 23 and 24 August, with strong support for the work and follow through on the key outcomes from the workshop, including a proposal for the next conference to be organized in Ho Chi Minh city in 2017during Vietnam’s chairmanship of APEC to review progress and develop a five year implementation plan.

The ICC Commission on Marketing and Advertising has renewed its commitment to work with industry and other key stakeholders to help advocate the benefits of advertising self-regulation and ensure local input is given into the global Commission that writes and revises the ICC Code.

The ICC Code, developed by the ICC Commission on Marketing and Advertising, is the gold standard for the most nationally applied self-regulation around the world. It offers a globally consistent baseline for economies developing advertising principles while also providing flexibility for local laws and culture to be reflected in a local code.

ICC Commission Marketing and Advertising

Download the Consolidated ICC Code of Advertising and Marketing Communications Practice