Marketing can be a powerful tool and should be used responsibly. It’s important that we meet high ethical standards in all our work to protect the interests of consumers, and ultimately the reputation of WPP and our clients.

All marketing produced by WPP companies should present products fairly and accurately, comply with the relevant laws and marketing codes, and reflect changing public attitudes to questions of taste and decency. This includes not producing work for our clients that overstates the environmental performance of the company or brands.

Certain categories of sensitive products require particular care and are subject to additional restrictions. We assess the ethical issues that can arise in connection with the markets in which we operate, the clients we work for and the campaigns we undertake and consider high risk cases before accepting new commissions.

Our research and digital marketing companies manage the issues associated with digital data protection and privacy when collecting, using and storing consumer information.

  GRI indicators covered in this section: 4.8, 4.11, 4.12, 4.13, HR3, SO5, PR6, PR7, PR8.