By: Caroline Olstedt Carlström (Stockholm)
The new digital landscape and its embrace by the corporate world create new challenges for all marketing professionals at a pace that has never before been encountered. In fact, organisational procedures and legal standards are struggling to keep up. Few jurisdictions have marketing regulations in place that are up-to-date with the latest digital possibilities. Social media can be an effective tool for marketing and brand awareness, but it also poses great challenges for marketing professionals navigating new issues.
On September 15th, the International Chamber of Commerce (ICC) presented its new 2011 Consolidated ICC Code of Advertising and Marketing Communication Practice (the “Code”). The Code raises the standards for consumer protection globally and also includes new online rules. It is recognised as the gold standard for self-regulation and now offers best practice guidance across all sectors, technologies and platforms and guides marketing professionals as they deal with many of the most challenging topics, such as Online Behavioural Advertising (OBA), marketing in digital interactive media, privacy protection, environmental claims and marketing to children.
The Code adds another layer of protection for consumers’ personal data by providing clear guidance on consumers’ rights, including the right to know what information is acquired by a marketer and the standards for the collection, use and security of personal data when it is collected. There are also specific restrictions on disclosure of a child’s personal data to third parties.
Responsible marketing and advertising is becoming increasingly difficult and even more important in this viral era. Internal communication tools and legal consideration of new market initiatives on a regular basis are important factors in creating successful and compliant campaigns. The new ICC Code is an important step in order to streamline international marketing and meet its new challenges.