Communicating with integrity
This means we want our marketing claims and product information to be fact based and transparent. It’s what families deserve.
Earning families’ trust
By communicating honestly, we can help families make decisions based on product information they can trust.
When it comes to marketing and product claims, it’s not enough to simply be factually correct. Why? Because it’s possible to be factually correct, but not represent a product in a way that provides relevant information. Our communications, messages and information must be clear, relevant and backed by data.
As well as being clear and honest about product ingredients, we also communicate with integrity about SC Johnson’s sustainability efforts and we avoid “greenwashing” or claims we cannot support with data.
Consumers deserve clarity and integrity. By communicating honestly, we can help families make decisions informed by product information they can trust.
SC Johnson product performance claims must focus on what we can substantiate.
It’s not always about what you say. How you say it matters too. So we take a strict view on implied claims.
Implied claims are subtle, but if they are not substantiated, they are not okay. They can result from the use of imagery that does not represent actual use of the product or its attributes, or from language that’s too broad or vague. Our express and implied claims must reflect how a consumer would reasonably expect a product to work in normal circumstances.
We should scrutinize everything we consider saying or showing and, if there isn’t data to back it up, we shouldn’t show it or say it. And we’re consistent — we don’t allow overly broad claims with a tiny footnote for clarification.
Product claims consumers can trust
SC Johnson’s claims must be:
Backed by data
Our claims must never be:
Implying a greater benefit
Championing clarity. Tackling consumer confusion.
We’re proud of what we do to serve our consumers but we don’t take credit for benefits that aren’t relevant. Some brands choose to tout claims that are technically true, but don’t matter to the product at hand. An example? A gluten-free claim on a naturally gluten-free food product.
We work hard to be as specific as possible, to bring clarity and to avoid potential confusion. When questions arise, we have an internal review panel that works to be sure marketing claims meet the letter and spirit of our guidelines, delivering transparency, so we can keep earning consumers’ trust.
Why specificity matters
A handful of examples
- We won’t use the claim “environmentally-friendly” — it implies a product has no environmental impact but, in reality, everything has an environmental impact
- We won’t broadly claim a product is compostable if it will only break down through a commercial composting process — not in a family backyard
Communicating with authenticity is the right thing to do. As well as speaking to families with sincerity, we want to drive industry standards forward — for everyone.