Download Principles for Ethical Marketing and Advertising

Principles for Ethical
Marketing and Advertising
Bank Hapoalim
The marketing and advertising department is responsible for all of the means of advertising available
to the bank – from messages printed on envelopes, to television advertisements; from a sign at the
entrance to a branch, to gifts for customers. All of the advertising elements generated by the bank
at each point of contact with customers maintain and reinforce the unique brand language of Bank
Hapoalim - its values, colors, language, and style.
Bank Hapoalim is committed to ethical principles in its activity in these areas, in addition to and
beyond the threshold requirements for legislative and regulatory compliance. Prevalent ethical rules,
such as those of the Second Authority for Television and Radio, have been adopted, and the bank
collaborates with advertising firms committed to these ethical rules. The following are the main
principles that guide the bank in its activity in the areas of marketing and advertising:
Responsibility
The bank maintains professional integrity in the areas of advertising and marketing, and takes responsibility
for all of its publications, which are examined and approved in advance.
Fairness
The bank promotes advertising and marketing of its products while ensuring fair competition with its
competitors.
Transparency
The bank works to create trust and transparency in its marketing and advertising content, including clarity
with regard to the terms, timing, and costs of products/services advertised/marketed to the general
public (this also applies to sales promotions, etc.). The bank avoids misleading publications.
Protecting Human Dignity
The bank shall not market using messages that are offensive to any population group or target audience.
The bank shall not promote messages involving racism, discrimination, or offense to any person or
group of people, and shall not encourage violence, exploitation, etc. in its publications.
Customer Privacy
Bank Hapoalim protects the privacy of its customers in all of its advertising and marketing channels.
Advertising materials are sent only with customer approval. Communication with targeted sectors is
matched to the audience receiving the marketing message. The bank shall not air advertising spots that
may invade the privacy of any person without his or her consent.
Accessibility
The bank aspires to make its marketing materials, in the various channels, accessible to people with
disabilities. The bank’s marketing website has been made accessible to people with disabilities, along
with other proactive efforts. The bank ensures equal opportunities for all participants in marketing
efforts involving rewards.
Adaptation for Diverse Population Segments
The bank’s advertising and marketing materials reflect the diversity of the Israeli population. The bank
also ensures that its advertising language is appropriate for its various target audiences, including different
sectors of Israeli society.
Nationwide Marketing and Advertising
The bank conducts marketing activities and content sharing throughout Israel.
As a leading business organization, the bank exercises extra caution in its activities in these areas, applying
several levels of stringent screening and controls. All messages published by the bank conform to legal
and regulatory requirements – the first and most essential level. In addition, the bank consults with
advertising experts on the essence, content, and style of its advertisements, according to the service or
product and the target audience of the messages. The third level consists of internal controls applied
by the bank’s experts in this field, including further review of the preceding two stages.