Ensuring responsible marketing practices worldwide has been a long-standing ICC commitment.
The ICC Advertising and Marketing Communications Code or the ICC Code – is a globally applicable, self-regulatory framework, developed by experts across all industry sectors worldwide.
ICC’s Global Marketing and Advertising Commission is currently in the process of revising the ICC Advertising and Marketing Communications Code to ensure that it is up-to-date, user-friendly, and reflects the evolving technological landscape. The current ICC Code already clearly states in several instances that the “responsibility to observe it also applies to all participants in the marketing ecosystem, including (…) those responsible for preparing algorithms and the use of artificial intelligence for marketing communications purposes”.
The upcoming revised version of the ICC Code to be launched in the second half of 2024 will reiterate and clearly address in the scope that marketers’ responsibilities do not change with the use of AI and marketing communications prepared or delivered using AI must meet the same standards as all marketing communications.
We therefore call on all marketers and related constituents of the advertising ecosystem who design, create, deliver, or control marketing communications through the use of AI, algorithms, and other automated technologies to observe the ICC Code and continue to produce responsible marketing communications whatever the means used.
