ICC: Guidelines for Native Advertsing
The Advertising and Marketing Commission of the International Chamber of Commerce (ICC) has added three principles regarding native advertising—a new form of advertising—to its existing global guidelines.
These are intended to ensure that transparency and consumer trust remain guaranteed even with modern forms of advertising that are entertaining or news-oriented. Native advertising is advertising that is embedded in editorial content and is becoming increasingly popular.
The International Chamber of Commerce (ICC) has issued global rules (ICC Code of Advertising and Marketing Communications Practice) that companies should adhere to in their day-to-day business. Some of these rules take on even greater significance in connection with native advertising as a new form of advertising. Unlike banner advertising, for example, native advertising can be shared or forwarded to other people. As this form of advertising is embedded in the editorial section and adapted to the consumer's usage behavior, it is less intrusive and is also not detected by ad blockers. This form of advertising is therefore becoming increasingly popular.
Three principles which are already present in various rules in the existing ICC Code:
- Advertising should recognizable as advertising even if it is embedded in the editorial environment.
- The Identity of the advertiser is clearly identifiable.
- Imprint (Disclosure) is prominently worded and easy for consumers to understand.
Compliance with these principles ensures that consumer trust is not exploited due to a lack of experience or knowledge. However, the concretization in individual cases always requires serious consideration in the appropriate context and requires respect for innovative advertising content that is entertaining or has a topical relevance.
The ICC advertising recommendations are intended to record misguided practices around the world. This is also intended to prevent the rules from being circumvented. These rules are drawn up by the experts in the ICC Advertising and Marketing Commission. The Swiss experts for this commission are appointed by the Swiss National Committee, ICC Switzerland, which is based at economiesuisse. All relevant ICC recommendations are also available there. The ICC recommendations also serve as a basis and orientation for the Swiss Commission on Fair Trading, which can take action against unfair advertising as a neutral, independent institution.
ICC Guide on Native Advertising (for the time being only in English)
