We use advertising and marketing as a way to engage with consumers on issues that matter to them. Marketing and advertising have many benefits. They help us tell people about our latest innovations, inform consumers about what’s in our products and recommend how they should be used. They can even help us change society for the better: Dove’s Campaign for Real Beauty, for example, challenges stereotypes about the way people look.
However, the very power of marketing communications means that they must be used responsibly. We have signed up to, and helped to define, global standards for the industry, centred on the promise that our advertising and marketing will always be “legal, decent, honest and truthful”. Independently, we have also made landmark decisions about our own practices. For example, we only use real women - never models - in our advertising.