Code of Conduct for Out of Home Display

 

1. PURPOSE

JCDecaux’s Code of Conduct sets out a framework for the content that we choose to accept on our advertising sites and applies to JCDecaux SA (French Public Limited Company) and all Group companies, including VIOOH.

The Code was developed by JCDecaux and draws upon a number of existing codes including: the International Chamber of Commerce (ICC) Advertising and Marketing Communications Code and follows recommendations provided by the International Council for Advertising Self-Regulation (ICAS) and regional and national authorities including the European Advertising Standards Alliance (EASA) and the French Professional Advertising Regulation Authority (ARPP).

 

2. SCOPE

This Code applies to all advertising/communication media. This includes posters, digital screens, banners and ambient media as well as all visual formats (PDF and JPG), digital content (mp4 format) and social networks, whether for commercial, promotional or non-monetary purposes, in all countries where VIOOH operates.

The Code sets out the minimum guidance to be respected, in line with our values. The Code is intended to supplement any local laws and regulations which we comply with in each market.

If a local law or regulation means that VIOOH can not comply with a principle as it is outlined in the Code, VIOOH must as far as possible try to adapt or localise the principle so that it is consistent with the laws of the relevant authority.

Responsibility Principles

Social responsibility

Advertising must respect human dignity and must not encourage or condone any form of discrimination, and in particular in terms of ethnic or national origin, religion, gender, age, disability, gender identity and/or sexual orientation.

Advertising must not reduce human beings to objects. Advertising must also not endorse the idea that a person is inferior because of their gender, origin, membership of a social group, sexual orientation and/or identity or any other criterion of discrimination. More specifically, advertising must not reduce a person’s societal role and responsibilities.

Advertising must not promote direct or indirect feelings or behaviours of exclusion, intolerance or sexism.

Advertising must not exploit fear, unless and exclusively on justifiable grounds.

Advertising must not incite or endorse any unlawful or improper behaviour.

Advertising must not visually present or describe practices and/or situations that are dangerous or against health and safety, unless justified on educational or social grounds.

Advertising must be truthful and honest and must not allow any statement or visual representation that may spark irrational fears. All forms of exploitation and superstition must be strictly prohibited.

Advertising must not include any displays or acts of violence, whether direct or suggested, unless it is justifiable in the context of the product or service advertised. Inciting violence – whether moral or physical – is strictly prohibited.

 

Decency

Advertising must not include any visual presentation that goes against the established or commonly accepted norms in the country and culture concerned.

 

Trust

Advertising must not abuse consumer trust or exploit consumers’ lack of experience or knowledge.

 

Honest and Truthful

Advertising must prohibit any directly or indirectly misleading statement or visual presentation. This applies to content that is ambiguous or overstated.

 

Negative campaigns

Advertising must not discredit an organisation, profession, individual, group of individuals or a product in an unfair way.

 

Image rights

Advertising must not represent a person without their prior consent.

 

Intellectual property rights

Advertising must not use other company or organisation names, logos and/or brands without outlining a specific reason. Advertising must also not take unfair advantage of other companies’/organisations’ reputation or of the prestige associated with other advertising campaigns.

Advertising must not include any imitation of the layout, text, slogan, visual presentation, music, etc., featured in other advertising campaigns which could mislead the consumer.

 

Children and young teenagers

Advertising must not capitalise on the credulity, loyalty, vulnerability or lack of experience of children and young teenagers.

Advertising must not minimise the level of skill and/or age required to use a product.

Advertising must not contain any statement or visual presentation that may cause psychological, moral or physical harm to children and young teenagers. Advertising must also not lead them into situations or activities that pose a serious risk to their health, psychological wellbeing or safety.

Advertising must not suggest a physical, social or psychological advantage over other children through owning or not owning a product or service.

Advertising must not undermine the authority, responsibility, judgement or tastes of parents.

Advertising must acknowledge commonly accepted social and cultural values in the country where it is displayed.

 

Environmental conduct dream

Advertising must not appear to endorse or encourage actions and practices that are unlawful and/or harmful to the environment.

 

Sustainable development

Advertising that makes use of the general idea of sustainable development or that presents material that is inconsistent with sustainability objectives must comply with the following principles: truthfulness and honesty, objectivity and trustworthiness:

1. Truthfulness and honesty: advertising must not deceive the general public regarding the true nature of the advertiser’s activities and/or the characteristics of their products and services.
2. Objectivity: advertising must reflect the proportional nature of its message, when it is promoting sustainable development and the true nature of the advertiser’s initiatives in this regard.
3. Truthfulness: advertising must not communicate the exclusive nature of an advertiser’s initiative when it is comparable with those led by other advertisers.

 

Advertising must not appear to endorse working conditions which violate social and human rights.

 

Publication and application

1. PUBLICATION PROCEDURE

1.1. Publication and Code of Conduct compliance commitment – customers

JCDecaux is committed to promoting these values with all its stakeholders. This includes primarily companies in which JCDecaux has a majority ownership interest or a joint control, including VIOOH; VIOOH’s advertising customers and partners and media agencies.

The Code is referenced in the General Terms and Conditions of Sale and/or Conditions of Service of VIOOH to commit advertisers to fully comply with the terms. 

As is the case for all documentation relevant to the JCDecaux Group standard (Code of Ethics, International Charter of Fundamental Social Values, Supplier Code of Conduct), this Code is available to access and download on the Group’s public websites.

 

1.2. Publication and Code of Conduct compliance commitment – VIOOH employees

All VIOOH’s employees are required to comply with the content of this Code (that is available on the local intranet of each of the Group’s subsidiaries). The Marketing, Sales and Community Relations teams and local authority members responsible for ethical advertising must be made aware of this Code and the need to comply with it.

 

2. APPROVAL PROCEDURE FOR ADVERTISING CAMPAIGNS

The approval of campaigns must use the following recommendations which have been developed to ensure a consistent and clear process for how VIOOH’s media owner partners review advertising creative that are received from media agencies and advertisers.

Local communities that are responsible for ethical advertising within the OOH media owner must base their approach on a factual assessment. It is critical that decisions are made on a local basis, but also in a way that is consistent and that follows the shared principles outlined in this Code and with reference to a clearly identified and formally defined procedure.