Responsible Marketing and Consumer Communication

At Henkel, we are committed to marketing and communicating with consumers in a responsible, transparent and trustworthy manner. As a global company whose brands reach millions of people every day, we recognize that our marketing practices influence perceptions, behaviors and purchasing decisions. We therefore see responsible marketing as an integral part of our corporate responsibility and long-term value creation.

Our approach to responsible marketing and consumer communication is guided by three core principles: compliance, honesty and transparency, and social and environmental responsibility. 

Responsible marketing is aligned with Henkel’s Code of Conduct, Sustainability Ambition Framework 2030+, Safety, Health and Environment ‏(SHE) standards and applicable internal policies.

Being represented in many product markets and many regions around the world we operate subject to the laws and regulations of different legal systems.  We comply with all applicable laws, regulations and recognized self-regulatory standards in the markets where we operate, including the International Chamber of Commerce ‏(ICC) Advertising and Marketing Communications Code. As a member of the World Federation of Advertisers ‏(WFA), we support industry initiatives that promote responsible marketing practices, sustainability in advertising and high standards of accountability across the marketing ecosystem.

We ensure that our marketing communications are accurate, substantiated and not misleading.  

Claims relating to product performance, environmental impact, health or safety are based on robust scientific evidence and communicated clearly and proportionately. We avoid exaggeration, ambiguity or omissions that could mislead consumers.  

Environmental claims are specific, evidence-based and contextualized to prevent greenwashing.  

We clearly disclose commercial intent in influencer and digital marketing activities and respect consumer data privacy in accordance with applicable data protection laws.  

We do not use artificial intelligence, digital enhancement or other techniques in a way that exaggerates product performance or misrepresents outcomes.  

Consumer data is processed transparently and in compliance with applicable data protection laws. We do not use deceptive practices to obtain consent.  

We do not denigrate competitors or misrepresent competing products.

We respect human dignity in all marketing activities and avoid discriminatory, degrading or stereotypical portrayals of individuals or communities.  

We exercise care in media selection to support brand safety and avoid environments that promote violence, pornography, racism or hatred.  

We promote diversity, equity and inclusion in our marketing content and strive to reflect the diversity of our consumers.  

We apply responsible targeting practices and avoid exploiting vulnerable groups, including children. Where feasible, we strive to make marketing communications accessible and inclusive.  

Sustainability considerations are integrated into our marketing approach. We align our communications with Henkel’s broader sustainability strategy and support informed consumer choices by providing clear information on product use, safety and disposal.  

We aim to ensure that environmental and social benefit claims are substantiated, transparent and proportionate.

Responsible marketing applies to all Henkel entities worldwide and covers all marketing and consumer communication activities across all channels, including digital platforms, social media, e-commerce, packaging, in-store materials, influencer collaborations and emerging technologies.   

It is overseen by our Marketing, Legal, Compliance and SHE functions.  

It applies to all employees involved in marketing and sales activities. Third parties acting on Henkel’s behalf, including agencies, media partners, influencers and distributors, are expected to follow these principles.   

Relevant employees receive regular training on responsible marketing practices.  

Internal review and approval processes ensure marketing materials comply prior to publication.  

Speak-up mechanisms are available for concerns related to marketing practices.  

We continuously review and strengthen our practices to reflect evolving regulations, stakeholder expectations and industry best practices.