Responsible PR and Marketing Policy

1. OBJECTIVE

Wilson Vale aims to inspire change by acting responsibly and making a positive impact. This applies both to our employees, our client sites, and in how we build and engage with our supplier network. The Responsible PR and Marketing Policy defines how we ensure that all marketing and communications activities are ethical, honest, inclusive and aligned with our environmental and social commitments. The policy principles protect stakeholder trust and enhances the quality of our catering management service offer, strengthening our positioning as a company that combines hospitality expertise, innovation and integrity.

1.1 Scope

This Policy applies to all employees, contractors, brand partners, agencies and vendors acting on our behalf who are directly involved in the development, execution or oversight of marketing, public relations, public affairs and promotional activities. It covers all B2B industry and consumer-facing materials and channels, including print, television, radio, outdoor advertising, digital platforms (websites, social media, apps, online games), press materials, branded content, sponsorships, events, direct marketing, and point-of-sale materials.

2. GUIDING PRINCIPLES

We’re committed to responsible marketing practices and corporate communications. As such, we work under the following guiding principles:

2.1 Accuracy and Verifiability

All marketing and performance initiatives and claims – especially those related to social and environmental impact – must be:

Factually accurate, evidence-based and verifiable through credible data or third-party validation
Proportionate to actual performance and never overstate impact
Reflective and balanced, portraying our initiatives, results and limitations honestly
Reviewed and updated to maintain accuracy

2.2 Ethical and Inclusive Communication

Our communication guidelines emphasise the need to:

Respect the dignity of all individuals and groups in line with our company values
Avoid manipulation, fear-based messaging or exploitative emotional appeals
Be inclusive and diverse in representation (gender, race, age, ability, education, etc.)
Follow ethical standards when using personal stories, testimonials or community visuals
Protect vulnerable groups – including children, minorities and marginalised communities – from negative targeting or stereotyping
Ensure the use of employee or community images is only done with explicit consent.

2.3 Operational standards for environmental and social claims

We communicate our environmental and social efforts with honesty and accountability, making every effort to:

Social and environmental claims must accurately reflect Wilson Vale’s material impacts, including positive outcomes, adverse impacts, limitations, dependencies and areas where targets have not yet been achieved.
Disclose progress, challenges and mitigation plans in a transparent and balanced manner
Clearly define the scope, context and boundaries of the impact described
Avoid vague or misleading terms aligned with The Advertising Standards Authority (ASA) Codes
Guard against greenwashing, social washing or any form of impact exaggeration
Ensure claims comply with recognised standards, certifications and regulations

3. ACCESSIBILITY AND LANGUAGE

We strive to make our communications accessible, understandable and relevant to diverse audiences. All materials we produce must be:

Written in clear, plain language appropriate to the age and knowledge level of the target audience
Made available in multiple languages or accessible formats, where necessary
Cognisant of the cultural, linguistic and regional context of the intended stakeholders

4. RESPONSIBLE CONDUCT AND COMPLIANCE

We maintain fair competition by respecting competitors and never discrediting or disparaging them. In general, marketing communications are required to avoid condoning or encouraging unhealthy, unsafe or discriminatory behaviour. To ensure full alignment, all marketing and communications partners and agencies must follow our Code of Ethics and Suppliers Code of Conduct, and comply with this Policy as part of their contractual obligations.

5. DATA PRIVACY AND DIGITAL ETHICS

All collection and use of personal data for marketing (including cookies, tracking technologies, CRM and marketing automation tools) must comply with applicable data protection laws (such as GDPR) and our Data Privacy Policy. We’re required to explain in clear, accessible language what data we collect, why we collect it and how it will be used. We never use misleading or manipulative design language to obtain consent or discourage people from changing their preferences. Personal data used for marketing is kept only as long as necessary for the stated purpose and in line with our retention rules. Individuals retain the right to access, correct or delete their data and to opt out of direct marketing at any time.

6. GOVERNANCE AND RESPONSIBILITY

6.1 Roles

All employees: We’re responsible for ensuring that all employees are made aware of and have access to this Policy, follow its principles and report any concerns through internal channels.
Managers and supervisors: Responsible for clearly communicating Policy expectations, ensuring compliance and addressing reported concerns promptly and fairly. Failure to act on misconduct may result in disciplinary action.

6.2 Responsibilities

Employee training: We provide training on this Policy to relevant employees, including updates, best practices and regulatory changes.
Media training: Any employee authorised to speak on behalf of Wilson Vale in broadcast media or publications must complete approved media training before doing so. This includes interviews, broadcast appearances, press statements and bylined or other published content. Personal social-media activity is outside the scope of this requirement.
Regular reviews: We continuously evaluate marketing procedures and materials to ensure compliance.
Complaints: We monitor and analyse feedback to adapt strategies to emerging trends and concerns. This includes feedback gathered through surveys and direct complaints or suggestions.

6.3 Monitoring and Escalation

Compliance with this Policy is monitored through an annual review of our internal and external communication strategies, channels and processes. Significant breaches or repeated non-compliance are escalated to the Board of Directors and, where relevant, to the Legal team.

6.4 Reporting Mechanisms

All employees, contractors and partners are encouraged to report any potential breach of this Policy. Reports can be made confidentially via one or more of the following channels:

Directly to your line manager
To the HR Team
Via the Whistleblowing Policy displayed on our website

Any reports will be taken seriously and investigated promptly. Anyone who raises a concern in good faith will be protected from retaliation, even if the concern ultimately turns out to be unfounded.

7. POLICY BREACHES

In the event of a breach, we’ll take appropriate action based on the severity of the violation and in line with applicable regulations. Measures may include content revision or removal aligned with the The Advertising Standards Authority (ASA) Codes, additional training or corrective actions, and, in cases of repeated or intentional misconduct, formal disciplinary procedures, including termination of employment.

Wilson Vale may also suspend or cancel campaigns or partnerships that don’t comply with this Policy and may terminate contracts with external partners in case of serious or repeated violations. Where required by law or regulation, relevant authorities or regulators will be informed.

Policy approved by: Board of Directors