Marketing and Advertising Archives

USCIB to Attend APEC Summit in Lima

Published on November 15, 2016

apec_limaThis week, USCIB President and CEO Peter M. Robinson will attend the Asia-Pacific Economic Cooperation (APEC) CEO Summit in Lima, Peru, as a business delegate and representative of the U.S. APEC Business Coalition. Attending with him will be Helen Medina, USCIB’s vice president of product policy and innovation.

Organized under the leadership of the National Center for APEC (NCAPEC) USCIB will be joining other Coalition and NCAPEC members on the ground, including CEOs and executives from USCIB member companies. NCAPEC serves as the designated 2016 U.S. Strategic Partner for the CEO Summit, Secretariat to the U.S. members of the APEC Business Advisory Council (ABAC) and as Chair and Secretariat of the U.S. APEC Business Coalition.

“APEC actively supports economic growth, regional cooperation, and trade and investment,” said Robinson. “USCIB welcomes the committed partnerships that APEC, as the top economic forum in the region, has sustained with the private sector to address the complex economic issues that face the region. It is a vital platform for addressing trade and investment, which is especially important now that prospects for U.S. ratification of the Trans-Pacific Partnership look cloudy.”

Throughout 2016, USCIB has addressed a number of issues through APEC to advance discussions across a range of issue. These include chemicals regulation, advertising self-regulation, data privacy, customs, digital trade, and women in the economy. Our members and staff have engaged in several APEC working groups, including the Chemical Dialogue, APEC Business-Customs Dialogue, Customs Procedures Virtual Working Group, Alliance for Supply Chain Connectivity, the Electronic Commerce Steering Group and Data Privacy Subgroup.

In Lima, Robinson and Medina will meet with USCIB members, leaders from APEC economies and representatives of intergovernmental organizations to discuss member companies’ APEC priorities and USCIB’s work. They look forward to hearing from USCIB members in Lima, in addition to joining with Coalition partners, to advance common objectives.

The upcoming APEC meetings in Lima include, in addition to the CEO Summit, the Concluding Senior Officials’ Meeting, Fourth APEC Business Advisory Council (ABAC) Meeting, APEC Ministerial Meeting and APEC Economic Leaders’ Meeting. As these meetings draw Peru’s host year to a close, USCIB has begun to gather priority issues from its membership for 2017, when Vietnam will serve as APEC’s host. We are continuing to collect input, and will shortly release our APEC Priority Issues and Recommendations for 2017.

ICC Commission on Marketing and Advertising

The ICC Commission on Marketing and Advertising meets twice a year and examines major marketing-and advertising-related policy issues of interest to world business via issue-specific task forces and working groups that advance this work throughout the year.

 

APEC Looks at Advertising Standards, Self-Regulation

Published on September 21, 2016

Lima_PeruMembers of the Asia-Pacific Economic Cooperation (APEC) forum held a third workshop on advertising standards in Lima, Peru August 22-23. 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 to share views on good practices and experiences in advertising self-regulation.

Drawing attention to the 2017 APEC host’s views on the importance of the issue, the two-day event was opened by Peruvian Vice President Mercedes Araoz, who emphasized 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.

Several USCIB members took part in the workshop, as did representatives of the International Chamber of Commerce (ICC), part of USCIB’s global network. ICC maintains the oldest and most influential international code on marketing and advertising standards, and has been a force for robust self-regulation of the industry since the 1930s.

“Advertising is an important driver of economic growth within APEC,” said Raelene Martin, policy manager for ICC’s Commission on Marketing and Advertising. “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.”

Martin elaborated on the Consolidated ICC Code of Advertising and Marketing Communications Practice, 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.

APEC is developing a set of guiding principles which call on government and industry to develop robust self-regulatory systems, and provide a regulatory checklist on self-regulatory best practice for developing general systems and specific industries. A mentoring network will also be established, hosted by the Australian Advertising Standards Authority, to help reinforce and develop self-regulatory organizations, particularly in key markets where they do not yet exist.

At the APEC senior officials meeting taking place that same week in Lima, members of the APEC Committee on Trade and Investment recognized the continued importance of the APEC Action Agenda, 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 2017, during Vietnam’s term as APEC chair, 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.

ICC Underscores Importance of Freedom of Commercial Communication

Published on November 30, 2015

Digital marketing concept

A new International Chamber of Commerce (ICC) statement urging governments to reject general advertising bans and overly prescriptive restrictions on truthful commercial communications, in favor of self-regulatory practices, warns that excessive regulation in the field of advertising and commercial communications could hinder trade and hamper economic growth and development.

Issued on November 24, the ICC policy statement addresses continuing threat of bans on advertising and promotion of legal products and restrictions on freedom of commercial communication in favor of self-regulatory practices.

“This statement presents the views of global business on the freedom of commercial communication and expands on the discussion of the rights of advertisers,” said Brent Sanders (Microsoft), chair of the ICC commission and of USCIB’s Marketing and Advertising Committee. “It outlines the responsibilities accepted by business and supports the argument for continued self-regulation through ICC codes.”

ICC’s Commission on Marketing and Advertising will hold its nextg meeting on December 7 in New York. The Consolidated ICC Code of Advertising and Marketing Communications Practice (the ICC Code), is the gold standard for most nationally applied self-regulation around the world.

The newly revised ICC policy statement on freedom of commercial communication outlines ICC Code principles related to freedom of commercial communication and self-regulation, and recognizes business responsibility to consumers in providing decent, honest and truthful commercial communication. It aims to underscore that freedom of advertising and of commercial speech, underpinned by effective self-regulation, are cornerstones of the market economy.

“Latin America has seen a proliferation of proposals or enacted laws to restrict food and beverage marketing and this statement from ICC is most timely as business concern mounts with threats continuing to extend globally,” said Ximena Tapias Delporte, vice chair of the ICC Commission on Marketing and Advertising and executive chairman of the Colombian Union of Advertising Companies.

In the statement, ICC upholds that products that can be legally manufactured and marketed should be legal to advertise in line with free market media and communication laws, taking into account the interests of the public and the common good.

ICC has served as the authoritative rule-setter for international advertising since the 1930s, when the first ICC Code on advertising practice was issued. Since then, it has updated and expanded the ICC self-regulatory framework where needed to assist companies in marketing their products responsibly and to help self-regulators apply the rules consistently.

Download the ICC Policy Statement on Freedom of Commercial Communications

Download the Consolidated ICC Code of Advertising and Marketing Communications Practice

USCIB Gears Up for APEC Summit With Business Priorities

Published on October 31, 2014
More: Boost for APEC Agenda on Marketing

The Asia-Pacific Economic Cooperation (APEC) is a forum comprised of 21 Pacific Rim member economies that promotes free trade and economic cooperation throughout the Asia-Pacific region. In the lead-up to APEC’s November meetings in Beijing, which will close out China’s host year, USCIB welcomes the committed partnerships that APEC sustained with the private sector to address the region’s complex economic challenges.
The Asia-Pacific Economic Cooperation (APEC) is a forum comprised of 21 Pacific Rim member economies that promotes free trade and economic cooperation throughout the Asia-Pacific region. In the lead-up to APEC’s November meetings in Beijing, which will close out China’s host year, USCIB welcomes the committed partnerships that APEC sustained with the private sector to address the region’s complex economic challenges.

The Asia-Pacific Economic Cooperation (APEC) is a forum comprised of 21 Pacific Rim member economies that promotes free trade and economic cooperation throughout the Asia-Pacific region. In the lead-up to APEC’s November meetings in Beijing, which will close out China’s host year, USCIB welcomes the committed partnerships that APEC sustained with the private sector to address the region’s complex economic challenges.

Throughout 2014, USCIB advanced a wide range of policy discussions through APEC to promote a pro-business agenda on chemicals regulation, advertising self-regulation, data privacy, customs, women in the economy and local content requirements.

USCIB engaged in several APEC working groups, including the Chemical Dialogue, Customs Business Dialogue and the Electronic Commerce Steering Group, to encourage discussions between governments and the private sector on topics of interest to business.

Next week, USCIB President and CEO Peter Robinson will attend the APEC CEO Summit in Beijing, China from November 8 to 10 as a business delegate and representative of the U.S. APEC Business Coalition along with Helen Medina, USCIB senior director of product policy and innovation, and USCIB member company CEOs and executives. Robinson and Medina will discuss USCIB’s work and members’ APEC priorities, and will join with other coalition partners to pursue common business objectives.

The APEC forum is a valuable space for business to engage with the region’s political leaders, and USCIB has assumed a leadership role in APEC on behalf of our members. At the CEO Summit this year, USCIB will organize a breakfast event on November 10 through the U.S. APEC Business Coalition to discuss the role of global value chains (GVCs) in strengthening economic integration across Pacific Rim countries. The event will feature private sector representatives and APEC government officials who will offer their perspectives on how policies and regulations impact investment decisions, supply-chain routing, cost efficiency, and key ingredients for climbing the GVC-ladder. Please find the current draft agenda here.

USCIB has also consulted with members engaged in APEC’s work to develop top-level messaging for the CEO Summit and related meetings in Beijing, as well as an APEC priorities document ahead of the 2015 APEC Summit to be hosted by the Philippines.

On October 14, the USCIB APEC Working Group met with Ed Brzytwa, Director for APEC Affairs, Office of the U.S. Trade Representative (USTR) and Bob Wang, U.S. Senior Official for APEC, U.S. Department of State, where members voiced their thoughts on priority areas including:

  • the integration of global value chains throughout the APEC region;
  • the importance of digital trade in economic development and issues regarding local content;
  • alignment to international best practices in advertising and the promotion of self-regulatory bodies (see below);
  • intellectual property rights enforcement and capacity building;
  • rule of law and ethical business practices in supply chains (child labor and human trafficking); and
  • the importance of energy security and strategic infrastructure to sustainable development.

Additionally, USCIB plans to meet with Deputy Secretary of Commerce Bruce Andrews to discuss USCIB’s APEC work and priorities.

More information on USCIB’s APEC activities will be available after the summit concludes next week.

Staff contact: Rachel Spence and Helen Medina
More on USCIB’s APEC Working Group

Boost for APEC Agenda on Marketing

Earlier this month, USCIB and the Grocery Manufacturers Association (GMA) convened a well-attended roundtable in Washington, DC, on moving forward with the promotion of marketing and advertising standards work in APEC. There are strong signals that the Chinese government (this year’s APEC host) is pushing for leaders at the November APEC summit in Beijing to endorse the APEC action agenda on advertising standards, which was agreed by ministers at the August senior officials meeting.

Among other things, the action agenda calls for APEC economies to develop principles to use in constructing their ad standards regimes, as well as an advertising regulatory checklist of key elements in a regulatory (including self-regulatory) framework. USCIB and GMA members discussed with U.S. government representatives what industry would like to see next. They agreed to send a letter to U.S. Trade Representative Michael Froman laying out the case for additional APEC work in this area in order to facilitate cross-border trade and investment in the APEC region.

Staff contact: Jonathan Huneke

More on USCIB’s Marketing and Advertising Committee

ICC Marketing Commission Looks at New Challenges to Ad Standards Worldwide

Published on October 6, 2014
During Ad Week in New York, ICC and USCIB representatives brought a global perspective to the annual meetings of the U.S. Advertising Self-Regulatory Council. L-R: Manuela Carvalho (Publicis Brazil), Sheila Millar (Keller & Heckman), Elizabeth Thomas-Raynaud (ICC).
During Ad Week in New York, ICC and USCIB representatives brought a global perspective to the annual meetings of the U.S. Advertising Self-Regulatory Council. L-R: Manuela Carvalho (Publicis Brazil), Sheila Millar (Keller & Heckman), Elizabeth Thomas-Raynaud (ICC).

As technology, media and consumer tastes continue to rapidly change and evolve, brand owners, advertisers and regulators are struggling to keep pace. Some countries are becoming more restrictive in food and beverage marketing, social media and marketing to children, while others are embracing a model of industry-led standards and self-regulation.

Last week, as the advertising world descended on New York for Ad Week, USCIB helped host a timely meeting of the International Chamber of Commerce (ICC)’s Marketing and Advertising Commission at the headquarters of 21st Century Fox. The commission encompasses experts in advertising standards from around the world, and oversees ICC’s longstanding Marketing Code – the benchmark for responsible marketing practices in numerous countries.

At the annual meeting of the Children’s Advertising Review Unit (CARU), which is part of the main U.S. advertising self-regulatory body, the Advertising Self-Regulatory Council, USCIB and ICC members brought a global perspective to discussions of ad standards, enforcement and changing consumer preferences. Sheila Millar (Keller & Heckman), vice chair of the ICC commission, was joined by Elizabeth Thomas-Raynaud of the ICC secretariat and Manuela Carvalho of Publicis Brazil for a discussion on “Exploring the Global Landscape for Marketing to Children.”

Carvalho noted the often vast differences in standards in various Latin American countries when it comes to using children as advertising pitchmen, airing ads targeted to children on television during certain hours, and addressing the role of parents in purchasing decisions. These differences, she said, often preclude marketing and advertising practices that would be deemed acceptable in the United States, such as a TV ad by a well-known fried chicken brand that uses child actors to evoke nostalgia for the product among adult consumers.

“Empowered” consumers vs. “insidious” marketers?

ICC Marketing and Advertising Commission Chair Brent Sanders (Microsoft) discussed the latest developments in what’s come to be known as “native advertising,” the blending of paid and editorial content.
ICC Marketing and Advertising Commission Chair Brent Sanders (Microsoft) discussed the latest developments in what’s come to be known as “native advertising,” the blending of paid and editorial content.

At the main meeting of the ICC Marketing and Advertising Commission, which drew strong U.S. participation along with representatives from several other countries, Commission Chair Brent Sanders (Microsoft) led an overview of the latest developments in so-called “native advertising.” This encompasses a variety practices that embed advertising or sponsored messages in editorial content, such as sponsored posts on a Facebook feed.

“Often the growth in native advertising is negatively depicted solely as consequence of the rapid decline in effectiveness of traditional banner ads” observed Chris Payne of the World Federation of Advertisers. “What is often forgotten is that this is itself a consequence of a shift in demand from advertisers, driven by the proliferation of social media and other online platforms. It is this change in demand which the industry is reacting to; in the future minimal disruption and maximum engagement will be key.”

“As such the move to a more harmonised, integrated means of engagement is a positive response to a shifting consumer landscape,” Payne said. “However, we must remain sensitive to the concerns of broader society, especially those concerns that question the integrity of industry and, where possible, we should work to address these concerns.”

Proliferating food labeling proposals

Other issues discussed by the commission included the proliferation of proposals – many quite draconian – to restrict food and beverage marketing in Latin America and other regions.  Mary Catherine Toker (General Mills) shared a proposal currently under consideration in Chile that would call for “stop sign” warning labels and advertising bans on most packaged food products sold in Chile. The nutrition standards are inconsistent with internationally accepted science and many trade experts believe that the proposed regulation violates Chile’s international trade obligations.

“We have a serious commitment to providing clear, fact-based nutrition information to consumers,” said Toker. “As members of the International Food and Beverage Alliance, we have made a global commitment to a common, science-based nutrition labeling system – providing information on the seven globally-recognized nutrients on pack with calories prominently placed on the front of pack, as well as to responsible advertising. We know from our consumers that they are not looking for warning labels and stop signs when making choices about feeding their family. Rather, consumers are seeking factual, science-based and objective nutrition information that allows them to make decisions based on their individual dietary needs.”

ICC and USCIB have long recognized the importance of responsible advertising as the engine of free content and an important key to making consumers aware of available products and services. New global regulations that threaten to restrict some types of advertising are a reminder to all advertisers of the need to remain actively engaged in promoting responsible self-regulation.

Staff contact: Jonathan Huneke

More on USCIB’s Marketing and Advertising Committee

ICC Helps APEC Streamline Ad Standards

Published on August 12, 2014

BeijingGovernments and business representatives from the Asia Pacific Economic Cooperation (APEC) economies convened to discuss self-regulatory best practices in the advertising industry at the APEC Advertising Standards Forum and Mentoring Workshop in Beijing last week.

The workshop focused on best practice advertising regulation with a view to aligning advertising standards across APEC markets, reducing barriers to trade from diverse regulations and promoting quality standards. The event was hosted by the Chinese Association of National Advertisers and the Australian Advertising Standards Bureau.

The workshop built upon the insights of a recent APEC Policy Support Unit study, which noted the use of the Consolidated International Chamber of Commerce (ICC) Code of Advertising and Marketing Communications Practice as the globally accepted best practice principles.

The ICC Code, developed by the ICC Commission on Marketing and Advertising, is the gold standard for 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.

The APEC workshop, coming on the heels of the successful launch and advocacy event of the first Mandarin translation of the ICC Code, also provided an occasion to announce the creation of a local Commission on Marketing and Advertising by ICC China. This ICC Commission will 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.

More at ICC’s website.

USCIB is ICC”s American affiliate.

Staff contact: Jonathan Huneke

More on USCIB’s Marketing and Advertising Committee

ICC Facilitates China Meeting on Responsible Marketing

Published on May 16, 2014

china_streetThe International Chamber of Commerce (ICC) teamed up with the International Advertising Association (IAA) in Beijing the day after the IAA 43rd World Advertising Congress to bring together international stakeholders, local government officials, companies and experts to discuss responsible marketing in China.

Now published in 12 languages, the ICC Code is the gold standard for self-regulation around the world. It offers a globally consistent baseline for economies developing standards while also providing flexibility for local laws and culture to be reflected in a local code.

“Having just launched the first official Mandarin translation of the Consolidated ICC Code of Marketing Practice at the congress, this meeting gave ICC an opportunity to familiarize Chinese stakeholders with the ICC code,” said Elizabeth Thomas-Raynaud, senior policy manager of the Marketing and Advertising Commission who presented the code and moderated the event. “The timing was right with foreign experts in town and positive local interest among the key government and company stakeholders in exploring the topic further and facilitating more cooperation.”

Among the 40 participants of the IAA/ICC Dialogue on Responsible Marketing and Advertising were two top Chinese government officials from State Council and State Administration for Industry and Commerce, who are responsible for overseeing the proposed revision of the China Advertising Law expected to go before the National People’s Congress in June for its first reading.

ICC Marketing Commission members Oliver Gray, European Advertising Standards Alliance director-general and co-chair of the task force responsible for developing ICC marketing codes, and Stephane Martin, directeur general of French Self-regulatory body ARPP, were present to address questions on implementing the code into local legal and cultural contexts. Also participating was Ian Allwill, Chairman of the Australian Advertising Standards Bureau, which initiated the APEC project on advertising standards. Allwill spoke of the trade benefits the global ICC Code could provide if implemented as a consistent base for locally applied self-regulation across the Asia-Pacific region.

Staff contact: Jonathan Huneke

More on USCIB’s Marketing and Advertising Committee

More on USCIB’s China Committee

ICC Launches Spanish Version of Framework on Alcohol Advertising

Published on May 14, 2014

4732_image001A Spanish edition of the International Chamber of Commerce’s global framework to help strengthen self-regulation for marketing alcohol has been launched today in Mexico City at a meeting of the ICC Mexico Commission on Marketing and Advertising. This follows the launch
of a Mandarin language translation of ICC’s global marketing code last week in Beijing.

The framework clarifies the do’s and don’ts for responsible marketing of alcohol and serves as the basis for developing self-regulatory rules for marketing alcohol where they do not already exist.

The Spanish edition has been translated by ICC Mexico from the original English version, which launched in March 2014. It will help advertising professionals understand how existing global marketing principles should be applied in practice while offering companies and self-regulatory bodies a guide for bolstering responsible practice across markets.

The commission worked with the alcohol sector to ensure that the framework helps companies meet self-regulation commitments without disrupting existing codes. In Mexico the alcohol industry was strongly supportive of the framework and encouraged its adoption and implementation.

Raul Rodriguez, Chair of ICC Mexico’s Marketing and Advertising Commission said: “It is without a doubt that this framework will become an important reference to industries in Mexico, considering that recognition of self-regulation systems in marketing and advertising is growing in the sectors involved: industry, regulation authorities, policymakers and consumers themselves; this encourages and drives the making of these types of conduct codes.”

The ICC Commission on Marketing and Advertising is the body of global experts responsible for developing and updating the Consolidated ICC Code of Advertising and Marketing Communications Practice, which serves as the gold standard for most national and regional self-regulation.

The ICC has served as the authoritative rule-setter for international advertising since the 1930s, when the first code on advertising practice was issued. Since then, it has updated and expanded the self-regulatory framework to assist companies in marketing their products responsibly and to help self-regulators apply the rules consistently.

Staff contact: Jonathan Huneke

More on USCIB’s Marketing and Advertising Committee

Mandarin Translation of ICC Marketing Code Launched

Published on May 9, 2014

4727_image001The International Chamber of Commerce (ICC) unveiled the first official Mandarin translation of the Consolidated ICC Code of Advertising and Marketing Communications Practice, the updated version of a document first published in 1937. The ICC Code serves as an ethical rule-setting guide for self-regulatory bodies across all sectors, and is designed to build consumer trust in advertising practice while reducing the need for government regulation.

The Mandarin version of the ICC code was shared with the 1,300 delegates attending the 43rd World Advertising Congress in Beijing, presented by the International Advertising Association (IAA) and China Advertising Association, and hosted by China’s State Administration of Industry and Commerce and the Municipal Government of the City of Beijing.

The ICC code is the gold standard for self-regulation around the world. It offers a globally consistent baseline for economies developing standards while also providing flexibility for local laws and culture to be reflected in a local code.

This ninth revision of the ICC code, published in 2011, expands its global principles to address new technology and practice changes. Now published in 11 languages, the code is used as a foundation and resource for most national and sector self-regulatory systems. Self-regulatory bodies implement the principles to monitor advertising and provide consumers with easy access to make complaints and redress problems.

“The ICC Code reflects the commitment of companies from all sectors of industry and all regions of the world to responsible marketing and advertising,” said Carla Michelotti, vice chair of USCIB’s Marketing and Advertising Committee. “IAA was pleased to facilitate this launch with ICC and encourage cooperation across the sector locally and internationally to promote consistent responsible practice across markets.”

Michelotti, who is the executive vice president, chief legal, government and corporate affairs officer at Leo Burnett Worldwide and serves as an IAA board member, took the initiative to bring partner organizations together on this launch to promote responsible advertising practice.

After the congress on May 11, IAA and ICC will co-host a working level meeting on responsible marketing. Forty representatives from Chinese and international stakeholders will participate including, China State Council, State Administration of Industry and Commerce, Chinese National Advertisers Association, China Central Television Advertising Center, Mars, Proctor and Gamble, as well as Unilever and Sony.

“This is a timely opportunity to share and discuss the universal principles with practitioners in China just as the Chinese government is revising the 1994 Advertising Law at present and within it they are encouraging industry to build self-regulation onto that legislative platform,” said Elizabeth Thomas-Raynaud, ICC’s senior policy executive who staffs the ICC Marketing and Advertising Commission that produces the codes.

Staff contact: Jonathan Huneke

More on USCIB’s Marketing and Advertising Committee

More on USCIB’s China Committee