Ethical Marketing Policy

  1. Purpose

At Belvoir Farm Drinks Ltd, we believe that the way we communicate is as important as the products we create. This policy sets out our commitment to responsible, honest, and transparent marketing and public relations practices.

Our aim is to ensure that all marketing communications provide genuine value, are truthful and evidence-based, and reflect our responsibility to people, communities, and the environment.

  1. Our Approach

Our marketing communications focus on:

  • Clearly explaining the benefits and qualities of our products
  • Communicating our environmental and social initiatives accurately and transparently
  • Building long-term trust with customers and stakeholders through responsible messaging

We believe that honesty, transparency, and accountability are essential to earning and maintaining trust.

  1. Commitment to Honesty and Accuracy

We are committed to ensuring that all marketing and PR communications are accurate, clear, and substantiated.

  • All claims regarding ingredients, product benefits, and sustainability will be evidence-based and verifiable
  • We will not exaggerate, omit material information, or present information in a misleading way
  • We will use clear and appropriate language to reflect the true nature of our products
  • We will ensure that testimonials, endorsements, and data are genuine, representative, and properly sourced

Practices we reject include:

  • False or misleading advertising
  • Manipulated or fake reviews or testimonials
  • Inflated or selectively presented data
  • Misleading imagery or claims

We are committed to a responsible approach to soft drinks marketing and will ensure our communications do not encourage excessive consumption or inappropriate use of our products (including where products may be used as mixers).

  1. Environmental and Impact Claims (Substantiation and Guardrails)

All environmental and social impact claims must be supported by verifiable evidence, such as lifecycle analysis, third-party certification, or internally validated data.

  • Claims will clearly state their scope, basis, and any relevant limitations
  • We will avoid vague or unqualified terms unless supported by clear explanation
  • We will ensure that trade-offs are not hidden and that claims are presented in a balanced way
  • We will distinguish clearly between current performance and future commitments

All such claims will be reviewed prior to publication to ensure compliance with this policy and relevant regulatory expectations, including emerging EU Green Claims requirements.

  1. Governance of Sustainability and Impact Claims

All sustainability and social impact claims will be reviewed and approved by a designated internal owner before publication.

  • Higher-risk claims (e.g. environmental impact, sourcing, or health-related messaging) will require additional scrutiny and supporting documentation
  • A clear internal sign-off process will be followed for such claims
  • Where claims are challenged internally or externally, we will review, amend, or withdraw communications as appropriate

This ensures that responsibility for impact-related messaging is clearly defined and consistently applied.

  1. Commitment to Avoiding Greenwashing and Impact Washing

We are committed to ensuring that all environmental and social claims are truthful, specific, and proportionate.

  • We will not overstate the environmental or social benefits of our products or operations
  • We will avoid misleading use of data, selective storytelling, or unrepresentative examples
  • We will communicate impact in a way that is clear, balanced, and evidence-based

We recognise that trust must be earned through transparency and consistency, and we are committed to continuous improvement in how we communicate our impact.

  1. Cultural Sensitivity and Inclusive Marketing

Belvoir Farm Drinks Ltd is committed to ensuring that all marketing content is respectful, inclusive, and culturally sensitive.

We will:

  • Avoid cultural appropriation, stereotyping, or exploitation of individuals or communities
  • Avoid narratives that reinforce unequal power dynamics, including “saviour” positioning
  • Seek diverse perspectives in the development and review of campaigns
  • Consider how different audiences may interpret our messaging

Where concerns are raised about cultural representation or harm, we commit to:

  • Reviewing the content promptly
  • Engaging with affected stakeholders where appropriate
  • Making necessary changes, including pausing or withdrawing campaigns if required
  1. Responsible Content and Consumption

We are committed to promoting responsible consumption in all communications.

  • We will not create messaging that encourages excessive consumption
  • We will avoid associating our products with health, performance, or social success claims
  • We will ensure that communications are appropriate for a general audience and do not appeal inappropriately to under-18s
  • Where relevant (e.g. use as mixers), we will promote moderation and responsible use
  1. Permission-Based Marketing and Data Privacy

We respect the privacy and preferences of our consumers.

  • We will only send marketing communications to individuals who have provided clear consent
  • We will provide clear and accessible opt-out mechanisms
  • We will comply with applicable data protection laws, including UK GDPR

In addition:

  • We will avoid the use of manipulative design practices (“dark patterns”)
  • We will not use sensitive personal data for advertising targeting
  • We will be transparent about why individuals receive specific marketing communications and provide clear options to manage preferences
  1. Ethical Digital Advertising

We are committed to responsible digital marketing practices.

We will:

  • Avoid misleading, manipulative, or deceptive advertising techniques
  • Ensure that all digital advertising accurately reflects our products and values
  • Avoid inappropriate or exploitative targeting practices
  • Prioritise transparency and user control in how advertising is delivered
  1. Ethical Search Engine Optimisation (SEO)

Our SEO practices will prioritise relevance, transparency, and user value.

We will:

  • Create high-quality, informative content aligned with user needs
  • Avoid manipulative practices such as keyword stuffing, hidden content, or purchased links
  • Ensure that content is accurate, accessible, and genuinely useful
  1. Measurement and Reporting Integrity

We are committed to honest and responsible reporting of marketing performance.

  • We will measure success using metrics that reflect meaningful engagement, customer trust, and long-term value
  • We will not rely solely on vanity metrics such as reach or clicks
  • We will not misrepresent performance through selective or inflated reporting
  1. Accountability and Governance

Responsibility for this policy sits with the Marketing function at Belvoir Farm Drinks Ltd.

  • The Marketing Director is accountable for ensuring adherence to this policy
  • Marketing teams are responsible for applying this policy in day-to-day activities
  • Any concerns or potential breaches should be raised and reviewed promptly
  1. Monitoring and Continuous Improvement

We are committed to ongoing improvement in our marketing practices.

  • Learnings from campaigns, stakeholder feedback, and complaints will be used to improve our approach
  • We will monitor developments in regulation, guidance, and industry standards
  1. Stakeholder Feedback and Grievances

We encourage open dialogue with our stakeholders.

If any individual or organisation has concerns regarding our marketing or communications, they may raise a grievance through our formal grievance process.

Contact: [email protected]

All concerns will be reviewed in line with our Customer & Stakeholder Grievance Policy.

  1. Policy Review

This policy will be reviewed annually by a designated owner.

Updates will be documented and communicated internally to ensure ongoing alignment with regulatory requirements, including EU regulations, and best practice.

  1. Approval

Approved by: Marketing Director Alison Reilly
Effective Date: 23 March 2026
Board Approval Date: 23 March 2026