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Handle with care : Digital marketing and online behavioural advertising Global guidance to help improve consumer trust in practice, techniques and messages. Agenda. Global business, ICC and Codes ICC voice of global business and rules writing authority

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slide1

Handle with care:

Digital marketing and online behavioural advertising

Global guidance to help improve consumer trust in practice, techniques and messages

agenda
Agenda

Global business, ICC and Codes

ICC voice of global business and rules writing authority

Code is gold standard for ethical marketing practice

Covers core and topical issues: children, privacy, environment

Digital interactive media marketing

What’s at stake?

What are the concerns?

How does the Code help?

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ICC offices around the world

ICC’s influence around the world is due in large part to its global network of national affiliates. It is their job to voice the interests of world business to their national governments, and also to provide input to ICC’s policy work.

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About ICC

Examples of well-known ICC members:

icc marketing code
ICC Marketing Code
  • First global code in 1937
  • General principles covering all marketing communications practice
  • Specific chapters dealing with sales promotion, sponsorship, direct marketing, digital interactive marketing and environmental claims
  • Harmonizes global best practices; extends and strengthens SRO remits around the world
digital interactive media marketing
Digital interactive media marketing

What is it?

  • Marketing communications, using digital interactive media intended primarily to promote products or to influence consumer behaviour
  • “Digital interactive media” refers to any media platform, service or application providing electronic communications, using the Internet, online services, and/or electronic and communication networks, including mobile phone, personal digital assistant and interactive game consoles which allows the receiving party to interact with the platform, service or application
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Digital interactive media marketing

Sources: Groupm; Greg Stuart,McKinsey,ZenithOptimedia

digital interactive media marketing1
Digital interactive media marketing

What are the concerns?

  • Social media…mobile…transparency
  • of commercial messages…privacy
  • Child protection and safety
  • EU and US policy debate
  • Regulators and legislators attention
  • Consumer confusion and fear
  • Advertising restrictions first response
  • Data collection and online ads
how does the code help
How does the Code help?

If implemented effectively – the global framework can help:

Consumers – ease concerns and provide protection and simple access to information and control of data

Regulators –relieves their dilemma with a responsive, cost-effective approach to institute ethical practice without thwarting digital social and economic growth by blanket regulation

Industry - protects most valuable asset –consumer trust; offers a cross-border solution that sets rules for everyone to play by; Entire ecosystem has stake and shared responsibility in ensuring ethical practice

digital interactive media marketing3
Digital interactive media marketing

New elements of the Code

  • Broadens scope: All of the Code applies to digital marketing communications; Embraces all: PC, apps, mobile, social media, game consoles, text messaging, testimonials …
  • Totally new Chapter covering specifics of digital interactive media marketing, including online behavioural advertising (OBA) and privacy
  • Identification: new text on endorsements and on social media;
  • Children protected from data disclosure to third parties and restricted from sites selling age-restricted products
digital interactive media marketing4
Digital interactive media marketing

How does the Code help?

First globally-applicable OBA provisions require:

  • Clear and comprehensible notice
  • Describe data collection and use
  • Easy to use mechanism for exercising choice
  • No segments for children under 13
  • Explicit consent required for total device data harvesting models, or for segments relying on sensitive data

CONSISTENT for application around the world

Developed in close consultation with US and EU initiatives

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Elizabeth Thomas-Raynaud

  • ICC Marketing and Advertising Commission
  • Business Action for Responsible Marketing and Advertising (BARMA)
  • www.codescentre.com