The ICC Commission on Marketing and Advertising has published final ICC Statement on Code Interpretation which is aimed at clarifying the age of “children” and “young people” for purposes of the ICC Code; and the accompanying Reference Guide on Advertising to Children which reflects research and sources supporting this interpretation.
A dedicated working group developed these documents in response to the resurgence of initiatives to ban or limit data collection from children, and questions about the ICC position on how to define a “child” given the lack of harmonization on the age of a child for advertising purposes.
The Reference Guide is provided as a background document outlining the provisions in the Code and providing information on child development research. The purpose of the Statement on Code Interpretation is more concise, highlighting the existing provisions in the Code and is aimed at clarifying the age of “children” and “young people” for purposes of the ICC Code. The Code sets forth standards for marketing communications, including provisions addressing special responsibilities for marketing products and services to children and young people.
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