National Standards

National Advertising Standards, Codes or Principles typically apply to all forms of advertising, defined as paid-for commercial communication. In some countries the code also applies to product packaging, mirroring local legal definitions of advertising. Some country codes also encompass non-commercial advertising, such as cause or advocacy advertising.

Whereas some countries have adopted the Consolidated ICC Code as written, others adapt it to meet national circumstances and needs. In either case, the ICC Code is considered to be the global baseline and constitutes the first point of reference. In some countries, national codes have expanded beyond the basic ICC Code, but the underlying principles remain the same.

Self-regulatory codes are always applied in the spirit as well as to the letter. They should be flexible enough to adapt to new forms of advertising techniques and technologies.

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