Responsible practice

Marketing with care for trust and relevance

Responsible digital marketing considers the audience as well as the objective. It calls for accurate messages, sensible use of data and a willingness to review where campaigns appear.

Colleagues carefully reviewing unlabelled campaign material

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Questions behind responsible choices

Clear claims

Explain an offer in plain language and avoid promises that cannot be supported.

Audience respect

Consider whether a message is relevant and how often people are asked to see it.

Data awareness

Think carefully about the information a campaign needs and the expectations people have when they share it.

Placement review

Check the context in which advertising appears and revisit settings as campaigns develop.

These principles guide our approach. Specific legal and platform requirements depend on the campaign and should be assessed for the work at hand.

Hands choosing visual samples for suitable campaign placement

Context matters

Consider where a message appears

A message can be factually accurate and still feel out of place. Placement review considers the surrounding context, the audience likely to see it and whether the creative is suitable for that setting.

It is useful to revisit these choices during a campaign. Audience response, platform changes and new information can all change how a placement should be assessed.

Check the setting as well as the targeting options
Review frequency and the experience after a click
Pause and reassess when a message could mislead

Care in practice

Build review into the workflow

Substantiate the message

Ask what evidence supports each claim and whether a reader would understand its limits.

Use data deliberately

Collect and interpret only information relevant to the purpose of the activity, with appropriate attention to privacy expectations.

Make room for correction

Give teams a clear way to raise concerns and update creative or settings when context changes.

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