ICC releases the final Guides for Responsible Mobile Marketing Communications and Mobile supplement to the IBA Guidance

13 July 2018

ICC Executive Board recently approved the final ICC Guide for Responsible Mobile Marketing Communications and Mobile supplement to the ICC Resource Guide for Self-Regulation of Interest-Based Advertising.

ICC Guide for Responsible Mobile Marketing Communications 

This guide offers global guidance for applying self-regulatory principles to mobile marketing, to ensure a common approach across borders. The guidance helps business and self-regulators safeguard consumer trust particularly in markets with soaring mobile expansion. 

Mobile supplement to the ICC Resource Guide for Self-Regulation of Interest Based Advertising

This policy paper expands on existing guidelines on interest based advertising (IBA) to address mobile issues such as location data and cross-device targeting. These guidelines for mobile technologies, applications (apps), and mobile advertising are a supplement to the ICC Resource Guide for Self-Regulation of Interest based Advertising. The guidance and its underlying principles are consistent with ICC self-regulatory guidance, a key tenet of which is that self-regulation is most effective when it applies to – and is honored by – all actors in the business ecosystem. 

Both documents can be found and downloaded on ICC’s website here and here.