The International Chamber of Commerce has consolidated its existing marketing and advertising codes into a single code to provide guidance on responsible practices. The code aims to enhance public confidence, respect privacy, ensure marketing is suitable for children, and safeguard freedom of expression. It provides principles for marketing communications to be fair, decent, honest, truthful, socially responsible, and respect privacy. The benefits of the ICC's self-regulatory code include the ability to swiftly update it in response to changes, establish universal standards, gain consensus from businesses globally, and provide an effective yet low-cost system.