Policies - Responsible Marketing Policy
At Nkuku, our communications should reflect our values: natural, ethical and crafted. This policy sets out how we make clear, accurate and evidence-based environmental and ethical claims about our products, materials, operations and impact.
Purpose
This policy helps Nkuku communicate responsibly, reduce the risk of misleading claims and give customers the information they need to make informed choices.
Scope
This policy applies to all business-to-consumer, trade, retail, public relations and internal communications. It covers Nkuku employees and external partners creating or approving content on our behalf.
Our principles
- Truthful and evidence-based: claims must be supported by current, relevant evidence.
- Clear and specific: wording must explain what the claim applies to, such as a product, material, component, package or business activity.
- Proportionate: claims must not exaggerate a benefit or imply a wider impact than the evidence supports.
- Balanced: important qualifications or limitations must be presented clearly and must not be hidden.
- Consistent: the same standards apply across every channel and audience.
Green claims checklist
Before publishing a claim, the content owner must confirm:
- Is the claim accurate and up to date?
- Can we prove it with reliable evidence?
- Is it clear what part of the product, service or business the claim covers?
- Could the wording or imagery be misunderstood?
- Have we included any information needed to prevent a misleading impression?
- Does the claim need additional approval?
Examples of clearer claims
| Avoid | Use a specific, evidenced alternative |
|---|---|
| "Sustainable" | "Made from FSC-certified mango wood", where certification and scope have been verified. |
| "Eco lamp" | "The base is made from recycled aluminium", where the recycled content has been verified. |
| "Transforms communities" | Describe the evidenced relationship or outcome, such as the named maker group, production method or length of partnership. |
| "Plastic-free" | "Plastic-free outer packaging", if that is the verified scope. |
| "Carbon neutral" | Do not use unless the claim, boundary, calculation method, reductions and any offsets are fully evidenced and approved. |
Approval and accountability
Routine, low-risk factual claims may be approved by the relevant ecommerce or brand owner. Claims using broad terms such as "sustainable", "eco" or "ethical", or claims where the evidence or scope is unclear, must be escalated to the Head of Brand & Creative. High-risk claims require approval from the Chief Customer Officer, with input from Brand, Trading, Sustainability or Impact colleagues as appropriate.
The Head of Brand Marketing owns this policy. The Chief Customer Officer has overall approval responsibility.
If a claim is challenged
- Pause or remove the claim where appropriate.
- Notify the Chief Customer Officer, Operations and Impact Director, and Head of Brand & Creative.
- Gather the supporting evidence and record how the claim was developed and approved.
- Respond transparently, correct errors promptly and clarify any ambiguity.
- Review the outcome, update guidance where needed and brief relevant teams.
Training and review
Relevant employees and partners receive guidance on responsible claims. This policy is reviewed at least annually and when guidance or regulation changes.
Further guidance
Our approach is informed by the UK Competition and Markets Authority's Green Claims Code.