Responsible Publicity and Advertising
The Panasonic Code of Conduct stipulates as follows regarding policies for our basic communications as a corporation.
Through our corporate communications, comprising our public relations and advertising activities, we will provide fair and accurate information on our basic business policies, as well as on our products, services and technologies, with the aim of better informing our customers and other stakeholders, thereby enhancing the value of our brands. At the same time, we will continually listen to and observe the public, to learn from them and reflect their opinions in our business, marketing and merchandising activities.
(2) Fair Content and Expressions
We will not make representations that are deceptive, misleading, fraudulent or unfair. Our advertisements shall not be defamatory or of a political or religious nature.
(3) Creativity and Innovation
We will aim to develop and demonstrate both our creativity and innovation in our corporate communication activities and impress on consumers that they can trust our brands.
Principles concerning Advertising Activities
Our founder, Konosuke Matsushita, espoused a philosophy of "contributing to society through our business activities." We continue to follow his idea that "if manufacturers can make good products, they have an obligation to communicate that quickly, widely, and correctly to their customers, and that is what advertising does."
In addition, today we see an important social responsibility in communicating widely, not just about our products but also about the full range of our activities as a corporation. Our efforts to achieve this are informed by the same kind of thinking.
Guidelines and Attitudes for Creation of Advertising
The following are guidelines and preparations for our efforts to create advertising on an everyday basis (TV commercials, newspaper ads, and so on).
- In the context of our business activities, advertising fulfills an important social mission.
- It is an activity that conveys the "heart" of our enterprise.
- Facts must be told truthfully, in ways that are easy for our customers to understand.
- We do not cause discomfort or annoyance.
Regarding Advertising Media
The media to be used in our mass communications advertising activities shall be selected based on their broad popularity in their respective regions, their brand familiarity, and their cost-effectiveness.
Responsible Executive and Framework
The Chief Brand Communications Officer is Executive Officer Satoshi Takeyasu (as of August 2017).
The framework consists of the Groupwide Brand Communications Division, which is responsible for corporate advertising, and each Company, responsible for product advertising, all of which work in cooperation with one another.
Systems for Advertising in Mass Media (Scheme)
Promoting Fair and Honest Advertising
In the process of creating advertisements, everything is checked, based on the relevant laws and industry regulations in each global region, to make sure that they will not lead to misunderstanding or misconception on the part of customers.
For example, in Japan there are legal regulations concerning advertising, such as the Act against Unjustifiable Premiums and Misleading Representations, as well as various self-imposed media guidelines by which companies evaluate their advertisements, including the Japan Advertisers Association’s ethics code.
To achieve the ends above, we will continue to conduct OJT on a day-to-day basis and to hold special training sessions for major revisions of the law to ensure that the persons responsible are fully informed.
In addition, we will continue to participate in training and seminars conducted by outside organizations and to conduct interviews with outside experts when necessary.