A/69/286 B. Relevant instruments of the United Nations Educational, Scientific and Cultural Organization 12. Article 6 of the UNESCO Universal Declaration on Cultural Diversity states: While ensuring the free flow of ideas by word and image care sh ould be exercised so that all cultures can express themselves and make themselves known. Freedom of expression, media pluralism, multilingualism, equal access to art and to scientific and technological knowledge, including in digital form, and the possibility for all cultures to have access to the means of expression and dissemination are the guarantees of cultural diversity. 13. In its preamble, the Convention on the Protection and Promotion of the Diversity of Cultural Expressions recognizes that the dive rsity of cultural expressions, including traditional cultural expressions, is an important factor that allows individuals and peoples to express and to share with others their ideas and values. According to article 2, cultural diversity can be protected an d promoted only if human rights and fundamental freedom, such as freedom of expression, information and communication, as well as the ability of individuals to choose cultural expressions, are guaranteed. C. Standards applicable to business enterprises 14. The Guiding Principles on Business and Human Rights offer a general framework regarding States’ duty to protect against human rights abuses by business enterprises and the corporate responsibility to respect human rights (see A/HRC/17/31). 15. More detailed instruments relevant to the issue of advertising are also available. In particular, the Children’s Rights and Business Principles were released jointly by the United Nations Children’s Fund (UNICEF), the United Nations Global Compact and Save the Children in 2013. Principle 6 calls upon corporations to ensure that communications and marketing do not have an adverse impact on children’s rights; comply with the standards of business conduct in World Hea lth Assembly instruments regarding marketing and health; and use marketing that raises awareness of and promotes children’s rights, positive self-esteem, healthy lifestyles and non-violent values. 16. The Committee on the Rights of the Child, in its genera l comment 16, stressed the duty of States to ensure that business activities and operations do not have an adverse impact on children’s rights, mentioning specifically marketing to children of products with a potential long-term impact on their health. The Committee noted that children may regard marketing and advertisements as truthful and unbiased, and recommended that States adopt appropriate regulations, encourage business enterprises to adhere to codes of conduct and use clear and accurate product labelling and information that allow parents and children to make informed consumer decisions (see CRC/C/GC/16, paras. 19 and 59). 17. Rules have also been adopted for television broadcasters. Directive 2010/13 o f the European Union, for example, sets minimum rules and standards aiming to protect minors and human dignity. In particular, audiovisual commercial communications must be readily recognizable and surreptitious audiovisual 14-58963 5/26