The Paris-based International Chamber of Commerce said that rules governing advertising and marketing over the Internet have been endorsed by more than 50 companies, including Dun & Bradstreet and Leo Burnett Co.
The ICC guidelines include rules on data privacy, advertising to children and the full disclosure of costs associated with electronic sales.
“Advertising and marketing on the Internet, World Wide Web and online services should reflect the highest standards of ethical conduct,” Bloomberg News quoted the ICC as saying. “Responsible advertisers should recognize that it is in their own interest to observe self-disciplinary guidelines.”
The guidelines were developed by an ICC commission composed of marketing and advertising specialists from 50 companies around the world. The ICC has about 7,000 member companies from 137 countries.
The ICC principles also call for advertising to be “legal, decent, honest and truthful” and sensitive to the possibility that messages could be interpreted as violent, racist, sexist or pornographic by different cultures around the world.