Self-regulatory organisations make use of a Code to make sure that advertising is legal, decent, honest, truthful, socially responsible and respecting the competition rules. Every national Code is different as it reflects national differences in law and culture. On the other hand, each Code is based on the universal Consolidated Code of Advertising & Marketing Communication Practice of the International Chamber of Commerce, or in short the ICC Code, which was last fully revised in 2006.

Before a self-regulatory organisation can start enforcing a national Advertising Code it needs to be ratified by all the key players in the advertising industry (advertisers, advertising agencies and media). This is done, not only to make sure that all players understand why and how, but also to ensure the highest possible compliance levels.