What is BARMA?
Business Action for Responsible Marketing and Advertising (BARMA) is an ICC initiative to facilitate the spread of self-regulation1 and reinforce its effectiveness. Advertisers, agencies, media and other major stakeholders are brought together to promote greater application and reach of the Consolidated ICC Code of Advertising and Marketing Communication Practice (the ICC Code), which has served as the global gold standard for self-regulation in this field since 1937. The ICC Code sets the bar for ethical guidelines and responsible marketing practices globally, and is the reference for most nationally-applied self-regulation.
Objectives of BARMA
- Educate and train the marketing and advertising industry: BARMA raises awareness and adherence to the ICC Code, the importance of ethical practices.
- Encourage adoption and implementation: BARMA improves understanding among industry professionals, policymakers and educators not only on the benefits of self-regulation, but also the importance of maintaining consumer trust and high standards of ethical marketing practices.
- Play a major role in self-regulation: BARMA serves as a catalyst for further development of self-regulation in key international markets.