Responsible & ethical marketing policy

Last updated: september 2026

Our commitment & principles

We believe that our marketing and communications should reflect the same care, honesty and consideration that we bring to our food, our clients and our suppliers.

We are committed to marketing our business responsibly and transparently. This means communicating honestly, treating people with respect, being able to substantiate the claims we make, and considering the social and environmental impact of our communications.

This policy applies to The Fendale Group marketing and PR activity, including our website, social media, email, advertising, printed materials, photography, PR, partnerships, influencer activity and content created or supported by AI.

1. Honest and truthful communications

We will ensure that our marketing is accurate, honest and not misleading.

We will not make claims about our food, services, suppliers, people, environmental impact or business practices that we cannot reasonably substantiate.

We will avoid exaggerated or ambiguous claims and will make a clear distinction between things we have achieved, things we are working towards and future ambitions.

2. Responsible environmental claims

We recognise the environmental impact associated with the food and events industry and are committed to communicating responsibly about our progress.

We will ensure that environmental and sustainability claims are specific, accurate and supported by appropriate evidence. We will avoid vague or misleading claims such as "eco-friendly", "green" or "sustainable" unless we can clearly demonstrate what these claims mean and substantiate them.

Where we communicate future environmental goals or ambitions, we will make clear that these are targets rather than achievements.

3. Respectful and inclusive marketing

We will treat people with dignity and respect in all of our communications.

Our marketing will not intentionally discriminate against, stereotype, objectify or demean individuals or groups based on characteristics such as age, gender, race, ethnicity, disability, religion or sexual orientation.

We will aim to represent people authentically and inclusively and will consider the accessibility of our communications wherever reasonably practicable.

4. Transparency

We will be clear about who is communicating and the commercial nature of our communications.

Where we work with influencers, creators, partners or other third parties, any relevant commercial relationship or sponsorship will be disclosed appropriately.

We will not present paid or incentivised content as independent opinion or editorial.

5. Privacy and data

We respect people's privacy and will handle personal information responsibly.

Marketing communications will comply with applicable data protection and direct marketing requirements. We will respect people's preferences and provide appropriate opportunities to opt out of marketing communications.

6. Responsible use of photography and AI

We will use photography, testimonials and other content honestly and with appropriate permissions.

Where we use AI to assist with marketing or content creation, the resulting communications remain our responsibility. We will review AI-generated content for accuracy, misleading claims, inappropriate content and potential copyright or privacy issues before publication.

We will not use AI-generated imagery or content in a way that could deliberately mislead people about our work, people, food or events.

7. Fair competition

We will market The Fendale Group competitively but respectfully.

We will not deliberately mislead, denigrate or unfairly criticise competitors, their products or services, and any comparisons we make will be fair, factual and capable of being substantiated.

Our responsibilities

Everyone involved in creating or approving The Fendale Group marketing is responsible for following this policy.

Before publishing significant marketing communications, we will consider:

• Is it accurate and truthful?
• Can we substantiate any factual or environmental claims?
• Could it reasonably mislead someone?
• Is it respectful and inclusive?
• Are any commercial relationships clearly disclosed?
• Are we respecting people's privacy and preferences?

Where a concern or error is identified, we will review the communication and, where appropriate, correct or remove it.

Our standards

Our marketing and PR activity will be guided by applicable UK legislation and regulations, the UK Advertising Codes administered by the Advertising Standards Authority, the ICC Advertising and Marketing Communications Code, relevant data protection requirements, and the B Lab Standards.

We will review this policy annually and update it as our business, responsibilities and relevant standards develop.

The Fendale Group is committed to communicating with the same honesty, care and responsibility that underpins the way we do business.