Consolidated ICC code

Article D1 – Identification

Where a digital marketing communication is individually addressed to a consumer, the subject descriptor and context should make this clear. Subject descriptors should not be misleading and the commercial nature of the communication should not be concealed.

The commercial nature of product endorsements or reviews created by marketers should be cleary indicated and not be listed as being from an individual consumer or independent body.

Marketers should take appropriate steps to ensure that the commercial nature of the content of a social network site under the control or influence of a marketer is clearly indicated and that the rules and standards of acceptable commercial behavior in these networks are respected.

RELATED ARTICLESin the general provision

• Article 1 – Basic principles
• Article 3 – Honesty
• Article 5 – Truthfulness
• Article 9 – Identification
• Article 10 – Identity
• Article 23 – Responsibility