The International Council for Advertising Self-Regulation (ICAS) is a global platform promoting responsible ads through the effective implementation of self-regulatory standards.
Responsible advertising gives us value and choice. It entertains and informs. It helps fund the media, sport and culture we enjoy so much. It can be a direct force for social good: encouraging us to contribute to good causes, discouraging us from drinking and driving. And it drives competition, provides jobs and powers the economy.
Effective Ad Self-Regulation is however indispensable because some advertising is irresponsible – misleading, harming or offending people.
By helping to make ads responsible, Ad Self-Regulation delivers for people and society, providing fast, flexible and efficient rules – often in conjunction with the law – at no cost to the taxpayer. But it also benefits the advertising industry by making people feel more confident in the ads they see or hear and by providing a level playing field, where all advertisers play by the same rules.