Charter to strengthen advertising self-regulation globally

Members of the International Council for Advertising Self-Regulation (ICAS), which includes the ASA, have adopted a Charter to strengthen advertising self-regulation globally by committing to enhance cooperation, coherence and consistency for the benefit of global consumers and businesses.

Self-Regulatory Organizations in ICAS’ membership already uphold high standards in advertising in their market. Their work plays a crucial role in protecting consumers from irresponsible advertising and ensuring a level-playing field for businesses. 

The Charter is a direct commitment to better and closer working to help forge a stronger international, self-regulatory network. It responds to a world that is increasingly digital and interconnected, where companies trade globally, and consumers have access to information, goods and services worldwide. In this spirit, ICAS members have committed to increase co-operation, coherence and consistency wherever possible and have set up a number of commitments that cover all aspects of an effective and trusted self-regulatory system. 

Guy Parker, President of ICAS, said: 

 “The ICAS Charter sets out the goals for effective ad self-regulatory systems, including setting high standards, achieving comprehensive coverage, ensuring independent decision-making, providing industry advice/training, undertaking ad monitoring and delivering enforcement.  Investment in technology is a thread that runs through the Charter’s commitments, as are the crucial principles of openness, transparency and accountability.  All with a view to ensuring ads are legal, decent, honest and truthful, to the benefit of people, society and responsible businesses themselves.”


Stephan Loerke, CEO of the World Federation of Advertisers and ICAS Vice-President stated: 

“Advertising Self-Regulation has a strong track record and a reputation of integrity and effectiveness because it works independently and transparently, while being supported by a large part of the ad industry. It has proven to be flexible and dynamic in adapting to the accelerating pace of change the ad industry goes through. The ICAS Charter is now an important step towards demonstrating that ICAS members are committed to effective self-regulation while embracing the challenges of globalization and digitalization.”
The Charter was adopted at the ICAS Annual Meeting on May 7, 2021Download the ICAS Charter here.


ICAS, who our Chief Executive Guy Parker was appointed President of last week, is a global platform that promotes responsible advertising through effective advertising self-regulation. It brings together a network of SROs from Africa, Asia-Pacific, Europe and North & South America as well as global associations representing the advertising industry (WFA, IAA, EPC, WOO) and experts on global advertising and marketing laws (GALA). 

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