New ICC online course launched: Global Principles for Ethical Marketing and Advertising

On 1 February 2018, the International Chamber of Commerce (ICC) released a new online course on Global Principles for Ethical Marketing and Advertising. Developed in partnership with the INSEAD business school, it covers fundamental concepts around responsible advertising, the ICC Code and digital marketing.

Registration is free of charge. Find out more on the ICC Academy website.

Celebrating 80-years of industry guidance, the International Chamber of Commerce (ICC) has partnered with the ICC Academy to deliver an innovative online course on responsible advertising and marketing practice.

This programme builds upon years of expertise on ethical practices through dozens of real-life examples.

Anyone doing business should be well-versed on this topic to build strong consumer trust and confidence.

The Programme

This ICC course expands on a programme initially developed with the international business school INSEAD.  Its purpose is to promote global awareness and use of ICC’s internationally-recognised Marketing and Advertising Codes, and is aimed at developing the skills needed to create, design and deliver responsible marketing communications.

By following this course you learn about the core principles of the ICC Code – the gold standard for international best practice and the global reference for international advertising self-regulation.  You will learn about how to market products responsibly from a corporate and professional perspective; and how to avoid exposing your company to risks, by exploring the impact that regulation, ethical considerations and cultural differences across national and international markets have on the practice of advertising.

Course Structure

The 2-hour interactive course will take you through pivotal case studies to understand the principles at the heart of global advertising codes – applicable across every industry.

  • Lesson 1 – What is the ICC Code?
  • Lesson 2 – Importance of Ethical Advertising
  • Lesson 3 – Ethical Principles relating to Customers
  • Lesson 4 – Ethical Principles relating to Society
  • Lesson 5 – Ethical Principles relating to Competitors
  • Lesson 6 – Digital Marketing
  • Lesson 7 – Conclusion


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