Advertising & marketing
Advertising helps inform people about the benefits of our products and innovations. It is also a way for us to engage with consumers on issues that matter to them.
Communicating with consumers
We have four clearly defined principles that guide our communications with consumers:
We are committed to building trust through responsible practices and through transparent communication – both directly to consumers and indirectly through other key stakeholders and thought-leaders.
It is our responsibility to ensure that our products are safe and that we provide clear information on their use and any risks that are associated with their use.
We fully support a consumer's right to know what is in our products and will be transparent in terms of ingredients, nutrition values and the health and beauty properties of our products.
We will use a combination of channels, which includes product labels, websites, careline phone numbers and/or consumer leaflets to communicate openly with our consumers.
Responsible marketing and advertising
We are committed to responsible marketing and advertising. As a leading global consumer goods company, we promote the benefits of our products using many different channels of brand communication.
Marketing and advertising can be a powerful force for behaviour change. They help inform people about the benefits of our products and innovations. It is also a way for us to engage with consumers on issues that matter to them. For example:
Dove's Campaign for Real Beauty challenges current stereotypes about beauty.
Omo/Persil's 'Dirt is good' campaign promotes getting dirty as a natural and positive part of growing up for children – all part of their learning and development.
With less saturated fat than butter, Flora/Becel helps people look after themselves by offering healthy, nutritious, and great tasting products that can be enjoyed at any meal time.
Comfort One Rinse’s campaign explains to consumers that they only need one bucket of water for rinsing their clothes rather than three, helping them to save water.
At the same time, we recognise the influence of marketing and advertising on consumers and take our responsibilities seriously. We apply the International Chamber of Commerce (ICC) code ‘Advertising and Marketing Communication Practice’ as the basis for all our communications. The ICC code stipulates that all marketing and advertising must pass the baseline test of being 'legal, decent, honest and truthful’ and that we must ensure that all the claims we make have a sound scientific basis.