APEC Workshop Looks to Raise Advertising Standards

ICC’s Raelene Martin addressing the advertising standards workshop

USCIB and the International Chamber of Commerce helped organize a well-attended workshop on “APEC Advertising Standards: From Principles to Implementation” at Asia-Pacific Economic Cooperation (APEC) meetings this week in Ho Chi Minh City, Vietnam.

The workshop served as an important milestone in ongoing APEC discussions, strongly supported by the business community, to advance high standards for marketing and advertising throughout the APEC region. It brought together key government and advertising industry participants from APEC economies to advance the 2014 APEC Action Agenda on Advertising Standards and Practice Development, and to examine how APEC economies can implement these recommendations with key indicators for doing so.

USCIB Vice President Barbara Wanner attended the workshop alongside numerous USCIB member company representatives.

Since the first APEC advertising standards meeting in 2012, APEC economies have sought to promote the adoption and effective implementation of advertising standards consistent with international best practice. Five years on, the aim of this workshop was to address APEC ministers’ instructions in 2016 with regard to “promoting the alignment of advertising standards and reducing the cost of doing business across the region” and to “prepare a five year implementation strategy.”

“The ICC Commission on Marketing and Advertising is committed to working with industry and other key stakeholders to help advocate the benefits of advertising self-regulation and the alignment of advertising standards at international level,” said Raelene Martin, ICC’s project manager for marketing and advertising. “This year’s APEC conference provided an ideal forum to re-state this commitment and advance together towards the shared goal of greater public trust in marketing and advertising.”

The Consolidated ICC Code of Advertising and Marketing Communications Practice, developed by the ICC Commission on Marketing and Advertising, is the gold standard for the most nationally applied self-regulation around the world. The ICC Code, which celebrates its 80th anniversary this year, has served as the foundation and building block for self-regulatory structures around the world, and 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. It is a recognized and trusted rule-setting tool for the marketing and advertising industry, and at the same time is noted for its adaptability to local market and policy conditions. View the ICC Code here.


Staff Contact:   Kira Yevtukhova

Deputy Director, Marketing and Communications
Tel: 202.617.3160

Kira Yevtukhova manages USCIB’s print and online publications, including the website, e-newsletter and quarterly magazine, and serves as the organization’s digital media strategist. Prior to this role, Kira worked for over five years within USCIB’s Policy Department, focusing on climate change, environment, nutrition, health, and chemicals related policy issues. She is a graduate of Mount Holyoke College and has an MBA from Georgetown University’s McDonough School of Business.
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