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  • 20 March 2026
  • Guide

Responsible AI in Marketing: how to apply the ICC Advertising and Marketing Communications Code

Artificial intelligence (AI) is reshaping how marketing and advertising content is created and delivered. This guide sets out how to apply the ICC Advertising and Marketing Communication Code – the international benchmark for responsible marketing – when using AI. Designed as a practical reference, the guide supports marketers, advertising agencies, influencers and anyone in the marketing and advertising ecosystem needing to make informed everyday decisions about AI governance, processes and the use of AI in campaigns. The guide helps ensure communications remain legal, decent, honest and truthful.

  • 9 February 2026
  • News

Call for AI solutions that empower small businesses to trade globally

The Small Business Champions Initiative calls for AI-driven solutions and initiatives that help micro-, small- and medium-sized enterprises (MSMEs) expand into international markets. Submit entries by 16 March 2026 to the competition organised by the International Chamber of Commerce, the International Trade Centre, the World Trade Organization’s MSME Group and the International Telecommunication Union.

  • 11 December 2025
  • Report

Adopting AI for trade: Business insights to inform policy and practice

From reducing costs to enhancing productivity, artificial intelligence (AI) is reshaping global trade and creating new opportunities for companies of all sizes and geographical locations to expand their reach in the global economy. But while AI offers the promise of levelling the playing field – particularly for small firms in developing economies – it could just as easily risk deepening existing divides if barriers to inclusive adoption are not addressed, this joint survey by ICC and the World Trade Organization identifies.

  • 13 November 2025
  • Principles

Business considerations for the trustworthy, responsible and ethical development of AI

ICC has released a four-pillar narrative on business considerations for the trustworthy, responsible and ethical development of artificial intelligence (AI). In addition, real-life examples illustrate the effectiveness of voluntary business approaches in responding to existing AI guidelines and addressing emerging policy challenges.

  • 27 October 2025
  • Guest blog

From technological progress to tackling the mounting challenge of electronic waste

Electronics have transformed modern life, but their afterlife tells a different story – a mounting e-waste crisis, the now fastest growing waste stream on Earth, with fewer than a quarter properly recycled. This is not only unsustainable but a lost opportunity, as billions of recoverable materials are discarded each year. Tomaso Manca of Hiro Robotics shows that the same technologies driving rapid innovation can also help us close the loop. Robotics and artificial intelligence can help to disassemble, recover and repurpose valuable components that power our digital world.

  • 11 July 2025
  • Policy paper

Harmonised AI standards to reduce fragmented global rules

This ICC policy paper highlights how divergent AI regulations across countries can lead to fragmented global markets and increased business costs. ICC calls for greater coordination on the development of international, market-driven AI standards, to bridge legal differences, reduce compliance burdens, improve market access and enhance cross-border innovation.

  • 8 July 2025
  • Policy paper

ICC recommendations for inclusive AI that deliver for business and society

AI holds immense potential to accelerate economic prosperity and development. Yet, with an estimated one third of the global population remaining offline, its benefits risk being unevenly distributed. This policy paper sets out practical building blocks for inclusive AI, the role and responsibility of governments and businesses, and recommended policy actions to foster inclusive development and adoption.

  • 13 March 2024
  • Proposal

Competition in generative AI and virtual worlds

Responding to the European Commission's call for contributions, ICC acknowledges the potential impact of generative artificial intelligence (AI) and virtual worlds on competition and innovation in the digital economy and highlights the need for appropriate policy instruments to address societal and ethical concerns.

  • 1 March 2024
  • News

ICC Statement on the Use of AI in Advertising and Marketing Communications

Ensuring responsible marketing practices worldwide has been a long-standing ICC commitment. The ICC Advertising and Marketing Communications Code or the ICC Code – is a globally applicable, self-regulatory framework, developed by experts across all industry sectors worldwide. Since 1937, it has served as the cornerstone for most self-regulatory systems around the world. The ICC Code […]