The WFA thanks its Members in 45 countries, the European Advertising Tripartite (EAT) and the Sociedad Interamericana para la Libertad de la Expresión Commercial (SILEC) for the help and co-operation they provided in order to prepare this first ever global survey on Advertising Self Regulation.

This is achieved through the establishment of a set of rules and principles of best practice which the advertising industry voluntarily agrees to conform with. The aim is to keep advertising standards high and ensure consumer trust to the benefit to all.

Self-regulation works best when framework legislation sets and enforces the boundaries of what is unlawful. Likewise, the law operates to best effect when it tackles issues of broad principle. Advertising is often detailed and subjective in its claims and interpretation. Controls imposed upon it must be equally flexible. Self Regulation Organisations deal with a volume of work each year that, if disputed in court, would be both prohibitively expensive and unacceptably slow to resolve. The law and self-regulation working independently but in harmony provide the swiftest and most comprehensive protection for consumers.

The ICC is the world business organization, the only representative body that speaks with authority on behalf of enterprises from all sectors in every part of the world.

ICC promotes an open international trade and investment system and the market economy. Its conviction that trade is a powerful force for peace and prosperity dates from the organization's origins early in the last century. The small group of far-sighted business leaders who founded ICC called themselves "the merchants of peace".

Because its member companies and associations are themselves engaged in international business, ICC has unrivalled authority in making rules that govern the conduct of business across borders.

Although these rules are voluntary, they are observed in countless thousands of transactions every day and have become part of the fabric of international trade.

ICC was founded in 1919. Today it groups thousands of member companies and associations from over 130 countries. National committees in the world's major capitals coordinate with their membership to address the concerns of the business community and to convey to their governments the busines views formulated by ICC.

The ICC Commission on Marketing, Advertising and Distribution promotes high standards of ethics in marketing by business self-regulation through a series of international marketing codes and guidelines. The codes are updated whenever necessary to adapt to the changing business, social and political environment.

It also encourages the harmonization of international marketing practices in the private sector and defines standards for new media.

• ICC International Code of Advertising Practice - 21 April 1997
• ICC International Code of Direct Selling - 17 June 1999
• ICC International Code of Direct marketing - 25 September 1998
• ICC Guidelines on Advertising and Marketing on the Internet - 2 April 1998
• ICC/ESOMAR International Code of Marketing and Social research practice - 13 June 1995
• ICC International Code on Sponsorship - 1992
• ICC International code of Environmental Advertising - 1991
• ICC International Code of Sales Promotion - June 1987

Emmanuel Jolivet, Policy Manager
Tel. +33 1 49 53 28 26 / Fax +33 1 49 53 28 59
E-mail : [email protected]
International Chamber of Commerce
38, Cours Albert 1^er
F 75008 Paris
France

WFA supports the ICC codes, co-operates actively in their preparation and updating, promotes them around the world through its membership.

The development of the European Single Market means that today there are more transnational advertising campaigns than ever before. More and more marketing and advertising people are discovering a need to know about the national laws, self-regulatory rules and systems with which pan-European campaigns have to comply. Ignorance can prove very costly indeed, yet very few people, even advertising professionals, know much about the regulation of advertising in countries other than their own, or even how to set about finding out.

Currently 25 self-regulatory bodies in 22 countries are members of the Alliance. The Alliance's goal is to promote self-regulation, to support existing self-regulatory systems and to ensure that cross-border complaints - through a specific procedure - are resolved speedily and effectively. What have been the

Contacts :

EASA
Dr Oliver Gray
Director General
Rue de la Pépinière, 10a
B 1000 Brussels
Tel : +32 2 513 78 06 / Fax : + 32 2 513 28 61
e-mail : [email protected]
Website : www.easa-alliancer.org

Contacts :

SILEC VENEZUELA (Head Office)
Av. Franssco de Miranda
Edif. Centro Empresarial Miraranda
Psio 3 - Oficina 3-K
Caracas
Tel : +58 2 239 42 75 / Fax : +58 2 239 19.64
Contact : José M. Gonzalez-Llorente
SILEC US Office
1172 South Dixie Highway
Suite 406
Coral Gables F1 33146-2918 USA
Tel. +1 305 661 80B 40 / Fax : +1 305 661 80 17
Contact : José M. Gonzalez-Llorente

WFA defends the common interest of its members (National Advertiser Associations and Corporations) throughout the world, and, as such ;,, promotes the free circulation of goods and services, icluding a company's intrinsic right to commercial communications. WFA promotes the economic benefits of advertising and consider advertising as a legitimate and honourable activity which should be encouraged in defended against undue restrictions. WFA promotes the concept of Self Regulation as a complement to a framework legislation. Self Regulation is an efficient and effective tool in preference to complicated and too detailed legislative restrictions.

Contacts :

World Federation of Advertisers
Bernhard Adriaensens, Managing Director
Stephan Loerke, European Affairs Consultant
18-24, rue des Colonies - B 1000 Brussels
(New adress as from June 1, 2000 : Avenue Louise, 120 - B 1000 Brussels)
Tel: +32 (0)2 502 57 40 - Fax: +32 (0)2 502 56 66
e-mail: [email protected] or [email protected]
Website: www.wfa.be