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Abstract In 2011, the ICOMOS-IFLA International Scientific Committee on Cultural Landscapes (ISCCL) began the World Rural Landscapes Initiative (WRLI) project to develop a complete and systematic approach to cultural heritage for rural areas. Rural landscapes need further study in terms of methodology, operation and internationally recognised documents: protection and promotion, knowledge, methodology and management at international, national and local levels. The goals of the WRLI were: a principles text containing theoretical, methodological and operational criteria; a website; a glossary; an atlas of rural landscapes; and a general bibliography. The first goal has been achieved: Principles Concerning Rural Landscapes as Heritage was adopted as a doctrinal text by ICOMOS (2017). This paper presents the main cultural premises and contents of the Principles text: (I) the theoretical concepts of the ‘Rural Landscape’ and ‘Rural Landscape as Heritage’; and (II) ‘Action criteria’ which guide the development of policies for rural landscapes as heritage and resources: knowledge, protection, sustainable management, communication and transmission of physical places and associated heritage values. This paper covers: the importance of time in policy strategy; the (false) contradiction of conservation and innovation and the concept of ‘appropriate’ transformation; the role of stakeholders; value recognition; knowledge; information; communication and public reception.