Code for Commercial Communications and Business Conduct
Created in 2007 by Pernod Ricard for its marketing teams, the Code for Commercial Communications aims to ensure that the strict rules governing ethics and communication are enforced.
The Code’s provisions apply to all Pernod Ricard’s worldwide advertising and marketing activities, in compliance with local regulations or codes.
The excessive or irresponsible consumption of alcoholic beverages may have health, personal, or social consequences. The purpose of the Code is to ensure that commercial communications do not encourage or condone excessive consumption or misuse of any kind.
Commercial communications are defined as: “All brand advertising or marketing communications to consumers regardless of the medium used (e.g. print, broadcast media, labelling, packaging, Internet, new technologies and sponsorship) and including consumer and trade promotion, merchandising and Point of Sale material.”
Commercial communications exclude non-advertising materials or statements to the media, government agencies or the public about issues of societal concern such as the risks or benefits related to the consumption of alcoholic beverages and educational messages about responsible drinking or the role of alcohol in society.
Commercial communications must:
• Be legal, decent, honest and truthful and conform to accepted principles of fair competition and good business practice
• Be prepared with a due sense of social responsibility and be based on principles of fairness and good faith
• Under no circumstances be unethical or otherwise impugn human dignity and integrity
The Code carries many specific provisions not to associate alcohol consumption with inappropriate situations such as driving, hazardous activities, physical performance, social or sexual success, health effects, minors, etc. It includes comprehensive digital guidelines and requirements to ensure responsible product innovation.
A Responsible Marketing Panel reporting to the Executive Committee ensures that all Pernod Ricard commercial communications comply with the Code.
The purpose of the Code of Business Conduct is to set out in one document the principal standards that Pernod Ricard employees are expected to follow in eight key areas:
• Anti-money laundering
• Conflicts of interest
• Insider dealing
• Data protection
• Digital and social media use
• Brand security
Complying with the law and the Code of Business is not just about avoiding problems and looking good. It is about being a constructive participant in the communities in which we do business. It’s about promoting a level playing field and making sure we do all we can to earn and keep the confidence of our clients, business partners, shareholders and other stakeholders. This confidence forms the bedrock of our reputation and is a key driver of our success.