We have updated the ICC Code to ensure its relevance and applicability for businesses of all sizes. Through this lesson, you will learn to create transparent and more effective forms of international advertising that align with the latest industry standards.
Free (Exam: US$200)
ICC Code for Ethical Marketing & Advertising (EMA)
Develop the skills needed to create, design, and deliver responsible marketing communications.
Overview
The ICC Code for Ethical Marketing & Advertising certificate expands on a programme initially developed with the international business school INSEAD. Its purpose is to promote global awareness and use of ICC’s internationally-recognised Marketing and Advertising Codes in a modern format, and is aimed at developing the skills needed to create, design and deliver responsible marketing communications. The programme contains dozens of real-life examples.
This course is available to everyone, free of charge. For professionals wishing to solidify their commitment to the ICC Code and earn an ICC Academy Certificate – we are offering a formal examination for a nominal fee of US$200
Free (Certificate exam – US$200)
12 months’ access
5 hours of interactive learning
60-minute online exam
Downloadable ICC certificate
100% online
Certificate Structure
Lesson 1: What is the ICC Code?
- Learn about the basic functions of the ICC and the importance of ethical marketing
- Understand the legacy and relevance of the ICC Code
- Study the scope and base definitions of the ICC Code
Lesson 2: Importance of Ethical Advertising
- Determine the consequences of unethical marketing practices
- List the different stakeholders related to marketing and advertising communications
- Identify the 3 levels that govern marketing and advertising communication practices
Lesson 3: Ethical Principles relating to Customers
- Recognize when an advert is directly or indirectly misleading
- Using a decision tree, work out when an advert is misleading
- Identify which principles of the ICC Code are violated if an advert is misleading
- Recognize how tailoring of visuals can raise red flags in terms of honesty
Lesson 4: Ethical Principles relating to Society
- Recognize the principles of ethical marketing related to social norms and behaviour
- Recognize how different approaches could offend prevailing standards of decency
- Learn how marketing and advertising communications should be socially responsible
- Identify how marketing and advertising can influence social norms and behaviour
Lesson 5: Ethical Principles relating to Competitors
- Understand the principles of comparisons for ethical marketing and advertising
- Identify the difference between fair/unfair and truthful/untruthful comparison
- Recognize misleading imitation campaigns for similar products or services
Lesson 6: Digital Marketing
- Identify what measures are required to ensure consumer data protection and privacy
- Describe key elements to include for prominent transparent disclosure
- To enhance overall public confidence in marketing communications and to ensure special responsibility regarding children and teens
Why take the EMA?
Guidance you can trust
Learn from the experts
The certificate, developed in collaboration with the prestigious international business school INSEAD, serves as the official academic adaptation of the ICC Marketing and Advertising Code, a trusted industry standard for over 80 years.
Build lasting trust with clients and consumers
Strengthen your brand by cultivating strong consumer trust, confidence, and loyalty – key elements essential for the long-term strategic growth and success of any business.
Access learning content anytime, anywhere
All our courses and certificates are offered online, allowing you to study anytime, anywhere in the world. You can easily fit learning around your busy schedule and progress at your own pace.
Who is this certificate for?
Marketers
- This course supplements the ICC Code document and offers best practice guidance that can apply across sectors, markets, technologies, platforms and approaches. This helps marketers understand global standards in marketing practice and develop effective and ethical campaigns.
- Learn and understand global standards for advertising and marketing communication. This course also sets out clearly the dos and don’ts for responsible marketing, which can help agencies save their clients time and money building trust while leaving more focus for creativity.
Regulators
- Learn how the ICC Code represents industry’s proactive approach to rapidly changing developments in marketing technology, tools and techniques.
- Self-regulatory organizations can readily deal with emerging issues, adapt their own codes to changing circumstances, keep their codes aligned with international approaches and essentially protect consumers by ensuring legal, honest, decent and truthful communications.
Students
- Learn the fundamentals of the ICC Code, will have a good understanding of the “rules of the road” no matter where they invest themselves.
- Students will be better equipped to operate ethically and avoid costly mistakes that harm their companies and their careers.
Latest EMA alumni
See All Alumni
Linh Dao Khanh
Vietnam
ICC Code for Ethical Marketing and Advertising (EMA)
2024-08-22
Export/Import Certificate (EIC)
2024-01-06
Trade & Investment Promotion Specialist
Business Development
Business Development
Chetan Virhia
Canada
ICC Code for Ethical Marketing and Advertising (EMA)
2020-10-19
Marketing Executive
Marketing
Marketing
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Purchase as an individual or for your team
The GTC enabled me to crystallize my knowledge and experience in trade finance with a formal certification accredited by ICC. This has helped my employer understand the focus of my career and help me with my pathway to advancement.
Corporate and Business Finance Advisor, Bank of the Cook Islands
The GTC gave me peace of mind and more confidence when talking to clients. I needed to know how a facility worked – e.g. what documentation was required, what structure we had in place. The GTC really helped me to explain the process and upgrade my understanding. I can now have a full conversation about finance product offerings where previously I wouldn’t have been able to.
Director, Emerald Capital Group
The GTC has added value to my resume by demonstrating that I have a specialisation in international trade finance and that I have learned from an industry validated syllabus. It has provided me with solid expertise on trade finance products.
Head of Trade Products, Transaction Banking, Emirates NBD
FAQs
What happens if I fail the exam?
Your purchase of the ESC allows one attempt at the exam. If required, a retake can be purchased for USD $60 if you are still within your 12-month access period by contacting our Help Desk at helpdesk@iccacademy.com.sg
Are there any prerequisites for taking the EMA?
All candidates need to be able to read and write in English.
How long do I have access to the lessons for?
Your purchase includes 12 months to access all 5 lessons and the final exam. You can access the lessons as many times as you like within the 12-month access period. Once you have completed all 5 lessons, you will get access to the final exam.
Can I request a refund for my purchase?
Due to the immediate availability of our course content upon registration, ICC Academy has a strict no-refund policy for our courses and certifications. For more details, please refer to our Terms and Conditions.
How long will it take to complete the EMA?
It will take approximately 3-4 hours to complete the five lessons depending on your level of experience. The final exam is 60 minutes long.
Candidates will have 12 months to complete the 5 lessons and take the final exam from date of purchase.
What's included with my purchase of the EMA?
- One-year access to the e-learning course – three hours of learning over five lessons – delivered exclusively online
- Interactive learning – assessment questions and case studies to help you grasp key concepts easily and review the course materials.
- One attempt at timed one-hour online exam – if you pass (70%) you will receive an ICC Academy, industry-recognised certificate signed by our secretary general!
- Dedicated, full-time IT support
Is the exam online?
Yes, all our courses and the final exam are taken online. This means they are accessible at any time, from anywhere in the world. Learn when and where you want. You can find more details about how our exams work here.
