Chapter 7 ICC International Code of Direct Selling, 2013

Abstract This chapter deals with the principal features of the International Code of Direct Selling 2013 prepared by the International Chamber of Commerce on Marketing and Advertising. Having identified the Basic Principles of Direct Selling and the Ideal Conduct towards Consumers, this Code also details the conduct which should be shown towards direct sellers; in addition to their responsibility to and in the event of any breach thereof, the responsibility to be discharged by the direct sellers. That is why this Code of Conduct provides for special training for familiarisation of the important provisions of this Code. This Code intends to achieve a number of objectives, namely (a) the importance of responsibility and good practice in direct selling in any jurisdiction; (b) to respect consumer preferences and privacy and the need for consumer protection – as the days of caveat emptor are over – the onus of consumer protection has been passed on to the sellers of products and services; and (c) direct selling should be done with social and professional responsibilities.