Consolidated ICC code

Article C17 – Responsibility

Overall responsibility for all aspects of direct marketing activities, whatever their kind or content, rests with the marketer.

However, responsibility, as defined in article 23 of the General Provisions, also applies to other participants in direct marketing activities and that needs to be taken into account. As well as marketers, these may include:

  • operators, telemarketers or data controllers, or their subcontractors, who contribute to the activity or communication;
  • publishers, media-owners or contractors who publish, transmit or distribute the offer or any other communication.


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