Ethical Marketing Policy

Ethical Marketing Policy for Belvoir Farm 

At Belvoir Farm, we believe that all our marketing efforts should provide genuine value to our target audience. Our marketing communications focus on how our products benefit our consumers and our positive impact on the environment. Our approach reflects our belief that honesty, transparency, and responsibility are the best ways to earn our customers’ attention and trust.

Commitment to Honesty in Marketing

  • As ethical marketers, we commit to absolute honesty in our campaigns, ensuring that every communication reflects our values and accurately represents our products.
  • We will not exaggerate claims about our products’ ingredients, benefits, or sustainability credentials.
  • We promise to clearly and transparently communicate the value of our products without misleading or overstating their qualities.
  • Practices we reject: false advertising, fake or overly doctored reviews, inflated analytics, and overly aggressive sales tactics.
  • We will use appropriate language and accurate descriptions to reflect the true nature of our products.
  • We will take a responsible drinking approach in all our communications.

Ongoing Project-Based Reflections

  • To uphold honesty and ethics in marketing, we will routinely reflect on our strategies and campaigns. This will include:
  • Asking critical questions like: Are we being truthful? Are we communicating in a way that respects our audience? Are we upholding our mission to support sustainability and health?
  • Hosting team reviews to ensure alignment with this policy and welcoming diverse perspectives to identify potential blind spots.
  • Reviewing all marketing content to ensure quotes, testimonials, and data used are accurate and verifiable.

Commitment to Rejecting Impact Washing

  • Impact washing is when impact-focused claims are made by a company without any demonstrable positive social or environmental impact.
  • We will avoid “greenwashing” or “impact washing” practices, such as overstating the sustainability of our packaging or the environmental benefits of our processes.
  • We pledge not to inflate numbers, manipulate data, or mislead audiences with unrepresentative stories.
  • Our campaigns will always be honest and transparent about the social and environmental impacts of our work.
  • We will review strategies to ensure they are free from any form of impact washing.

Commitment to Cultural Sensitivity in Campaign Creative

  • Belvoir Farm’s marketing will honour diversity and inclusion by ensuring our campaigns are culturally sensitive and respectful.
  • Practices we reject: cultural appropriation & stereotyping.
  • We will also commit to avoiding ‘saviour complex’ in campaigns.
  • What this means is that although well-intentioned, a company perceives a need for support of a certain community without including and empowering that affected community. The company might provide a solution solely from their external position of privilege. Saviour complex is problematic because it can result in communications, solutions, and power dynamics that reinforce systems of oppression
  • Practices we embrace: engaging diverse voices during the creative process and reviewing all campaigns through the lens of cultural awareness.
  • We will take steps to avoid exploitation, appropriation, or stereotyping of underrepresented groups within marketing content.
  • We will seek stakeholder input and target audience feedback to ensure content is appropriate and inclusive.
  • We commit to ongoing internal training to increase awareness of cultural sensitivity and inclusiveness.

Commitment to Permission-Based Email Marketing

  • We respect the privacy of our consumers and adhere to permission-based marketing principles.
  • Therefore, we will only send marketing emails to those who have explicitly opted in.
  • We commit to compliance with GDPR and all relevant privacy regulations.
  • Example: We will always provide a clear and accessible option for recipients to unsubscribe from our emails.

Commitment to Ethical Digital Advertising

  • We are dedicated to promoting our products through accurate and ethical digital advertising.
  • We reject manipulative advertising practices, including misleading claims, fake testimonials, and clickbait.
  • All digital content will reflect our mission and provide value to consumers, such as educational insights about our ingredients and farming practices, recipe content and serving suggestions.
  • We will prioritise user privacy and avoid unethical targeting practices.

Commitment to Ethical Search Engine Optimization (SEO)

  • Our SEO and content marketing efforts will prioritise user value and align with our mission.
  • Practices we follow: creating high-quality, informative content that reflects our commitment to sustainability and wellness.
  • Practices we reject: purchasing links, keyword stuffing, hidden content, and other manipulative SEO tactics.
  • We commit to creating content that aligns with user intent and provides clear value, avoiding over-optimization and unethical redirection schemes.

Commitment to Evolving Practices

  • As the marketing landscape evolves, we commit to staying informed about new technologies, regulations, and best practices.
  • We will regularly review and update this policy to ensure it remains relevant and effective.
  • Example: Monitoring updates to data privacy laws and adjusting our strategies accordingly.

Invitation to Dialogue

  • Transparency is core to our values. We welcome feedback, questions, and conversations about our marketing practices and our products.
  • If you have any concerns or suggestions, please reach out to us at [email protected] Your input is invaluable as we continue to refine our practices.

At Belvoir Farm, we strive to provide  quality drinks, as well as prioritising our consumers needs, customer requirements and giving back to the environment. This policy reflects our dedication to responsible marketing and ensures that our communications align with our values.