Implementing ethical marketing strategies

Commercial communications at Pernod Ricard comply with demanding ethical rules. The Group has taken the lead in signing many codes. Group employees and service providers take action by respecting laws, professional self-regulation codes, and the Pernod Ricard Code.


A RIGOUROUS SELF-REGULATION SYSTEM

In 2007, Pernod Ricard adopted the Pernod Ricard Code for commercial communications. It obliges all Group employees to follow strict, demanding rules regarding ethics and advertising.


More demanding than certain professional codes, it requires a responsible drinking message in all Group advertisements, for example, and bans obscenity and gratuitous nudity.



                    
                           Download the Pernod Ricard Code (pdf)


Employees trained to comply with the Pernod Ricard Code
Subsidiaries are offered a training programme for their marketing teams to make sure that the Pernod Ricard Code for commercial communications is fully implemented. Read about the programmes at Pernod Ricard Venezuela and Pernod Ricard Colombia.

Learn more about Pernod Ricard Code employee training

A strict internal control procedure

To ensure that the self-discipline rules established in all Group subsidiaries are respected, an Internal Approval Panel for advertising was created.
It plays a threefold role.  

  • It intervenes before reviews performed by France’s Autorité de Régulation Professionnelle de la Publicité (ARPP).
     
  • It systematically checks the advertising campaigns of the Group’s key brands and frequently those of its main local brands.

  • It assists and advises subsidiaries on commercial and advertising ethics matters upon request


A positive report for internal advertising reviews
With 204 campaigns reviewed and only 2 negative opinions from the Internal Control Committee, the 2008-2009 report on the internal control procedure for ethical advertising demonstrates employees’ growing commitment to and respect for the Code. The increasing number of copy advices requests prior to formal submissions also shows the marketing ethics control is now an important step of a campaign’s elaboration.

Learn more about the 2008-2009 report on internal controls for ethical advertising

More information on responsible consumption from Pernod Ricard