International Code of Sponsorship Updated

The international sponsorship code of ethics which is used around the world as the basis for creating local and national legislation across the industry has been updated. It is a distinct chapter within the International Chamber of Commerce (ICC) Consolidated Code of Advertising and Marketing Communications Practice, a world-wide agreement for marketing best practice.

The European Sponsorship Association played an integral role during the year long negotiations with the ICC around their updated code, ensuring that the worldwide sponsorship industry’s views were well represented in the discussions. Helen Day, ESA’s Head of European Policy said: “The changes embrace the growing reach of our industry, now incorporating sponsor-owned properties and the sponsorship elements of CR programmes, as well as giving further clarity to the controversial issue of ambush marketing. ESA is proud to have been instrumental in co-ordinating views of the industry across Europe and helping to clarify responsible behaviour within the sector today.”

The major updates are:

• Sponsor-owned properties are now included in the code.

E.g. when sponsors create and own, for example, a golf tournament, and then present themselves as its sponsor they will now fall within the remit of the code.

• Corporate social responsibility (CR) programmes with a sponsorship element are now included in the code.

E.g. when a company’s CR programme includes sponsor benefits they are now included in the code.

• Responses to ambush marketing should be proportionate and not impact on the general public. 

The code has always stated that brands should not pretend to be sponsors when they were not. This change urges property owners and sponsor brands not to over-react to ambush marketing and to bear in mind how their response will affect event audiences.

Full details of the sponsorship code can be found at www.codescentre.com/index.php/icc-code/chapter-b-sponsorship/46-article-....