The commission looked at similar codes from local and overseas organisations before writing the piece, which establishes standards for account bidding processes as well as relationships with clients, press, employees and suppliers. Organisations whose ethical standards were researched included the IPRA, CONAR, Instituto Ethos, Sindicatos dos Jornalistas, Conrep, Aberje, ANJ and OAB.
The commission, which was created for the purpose of creating the code, has now disbanded. Abracom members wishing to file code violation complaints will do so to the association's permanent ethics committee.
Abracom has also released the results of research carried out by Escritorio de Pesquisa Eugenia Paesani, which shows that the number of agencies in Brazil rose by 150% over the past ten years – well above the country's GDP growth. The study, across 74 Abracom agencies, also showed that media relations continues to be the main service – provided by 95% of respondents. Rosana Monteiro, Abracom's vice-president and a partner at Ketchum Estrategia, said that recent years have seen an expansion of services, largely due to the arrival of international agencies such as Ketchum, Edelman and Porter Novelli.
About 80% of respondents now offer crisis management, internal communications, and media training, as well as research and publishing services.
Abracom is comprised of 87 members, representing 80% of Brazil's largest PR agencies.