Guidelines on pesticide advertising. International code of conduct on the distribution and use of pesticides

Overview

Advertising is the promotion of the sale and use of pesticides by printed and electronic media, signs, displays, gift, demonstration or word of mouth. It is a powerful means of influencing purchasing decisions and building recognition of or loyalty for a brand or product name. When promoting pesticides, it is important to present accurate product information and emphasize the importance of user competence. Advertising guidance is set out in Article 11 of the International code of conduct on the distribution and use of pesticides (hereinafter referred to as the Code of Conduct) (see Annex 1). The pesticide industry is called upon to adhere to these standards, particularly in countries lacking appropriate legislation and advisory services, and governments are urged to put in place appropriate regulations or legislation to enforce advertising standards.

Advertising takes many different forms, and these guidelines provide details of current expectations and best practice with respect to standards. They are intended to cover pesticide advertising in relation to all uses, applications and services (including agriculture, public health, forestry, storehouse, home and garden, pest control operators, construction, etc.), following the definition of pesticide contained in the Code of Conduct.

These guidelines aim to:

• provide information for governments and the pesticide industry to supplement Article 11 (Advertising) of the Code of Conduct, considering both self-regulation and statutory measures, in order to ensure compliance and best practice;
• suggest a framework for monitoring pesticide advertisements, and indicate steps to take when encountering non-compliance with national legislation or non-observance of the Code of Conduct;
• recommend best advertising practices, in order to ensure observance of the Code of Conduct and compliance with relevant national legislation.

These guidelines are aimed principally at government bodies responsible for regulating pesticide distribution and sales, and trading standards, in agriculture, public health and other pesticide use situations. They are advisory and aim not to create conflicts with existing laws and regulations. The guidelines will also provide directions for the pesticide industry, trade associations, those developing advertising or other promotional material for pesticide products, public interest organizations monitoring pesticide sales and distribution, and other interested parties.