Advertising

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.
 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.