Advertising must be creative and competitive, but simultaneously honest and accurate, not misleading and in compliance with applicable legislation. Advertising must avoid any stereotype of individuals based on factors such as race, religion, nationality, color, sex, sexual identity, age, citizenship, sexual preference, state of veteran, marital status or other state of disability, or any other characteristics protected by law.
Advertising creates more than an image about the product. It builds our reputation with certainty, reliability and solvency. Further, we are particularly careful when choosing the media in which our advertising messages will be shown. We do not allow our advertisements to be shown on television programs or other media which make use of violent content, or sexual content, or are anti-social or negatively affect the reputation of our products or our Company. We maintain standards of commercial impartiality during the preparation, use and selection of advertisements, trademarks and designs, so that our products succeed based on their actual quality and reputation, and not based on imitation or exploiting the good faith of competitors.
Commercial impartiality requires:
- Strict compliance to local legal requirements on trademark falsification and unfair competition.
- The avoidance of copying widely known trademarks, slogans, advertising material and graphics used by multinational companies and regional competitors outside your area.