The International Council on Ad Self-Regulation (ICAS) was set up in 2008 by the European Advertising Standards Alliance (EASA) to provide a forum for facilitating information exchange and discussion of best practices between advertising Self-Regulatory Organizations (SROs) around the world. Initially, ICAS was an informal network operating under the umbrella of EASA, without any dedicated staff or budget.

In 2016, ICAS members decided to formalize their cooperation and to establish a new, independent platform, with dedicated resources and staff. The formal launch was made at a Constitutive Meeting on 26 October in Lisbon, Portugal. Founding members agreed that the new platform would unite national SROs, regional SRO associations and international industry associations to form a powerful Council with the aim of not only of sharing best practices, but also of  facilitating the establishment of new SROs in emerging markets and of working on solutions to the global challenges faced by the advertising industry.

June 2017 was marked by the opening of the ICAS Secretariat in Brussels and by the launch of the ICAS website.

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