Ethical Marketing

Blooming Haus believes in the power of luxury and sustainability – neither one should have to contradict the other. Through its work and commitments, Blooming Haus inspires couture fashion houses, lifestyle editors, wedding planners and design enthusiasts to create impact. In everything, Blooming Haus does, it believes in honesty, fairness, and responsibility.

WHY ETHICAL MARKETING

Blooming Haus’ advertising aligns with the company’s foundational beliefs of ethics and environmentalism. We are always looking for new consumers and partners, and we do this the way we do everything: ethically and sustainably. We do NOT work with or partner with any business that promotes individual, societal or environmental exploitation. Our ethical marketing policy applies to legal compliance, trust building, environmental sustainability, diversity and safeguarding children. The company’s marketing team ensures activities comply with this policy, with ultimate accountability resting with the Chief Marketing Director.

BLOOMING HAUS’ COMMITMENT TO HONEST & TRANSPARENT MARKETING

Blooming Haus does not use untruthful or deceptive representation in its campaigns or partner-driven projects that could confuse or mislead audiences.

This includes:

• False advertising – incorrect product or service details, including features, benefits and limitations.
• Clickbait – misleading copy or shocking imagery used to grab attention and incite fear or distress for no justifiable reason.
• Fake or doctored reviews and testimonials.
• Distorted metrics when creating messaging for Blooming Haus campaigns or its potential partners.
• False or misleading comparison to its competitors.
• Complicated pricing strategies for products or services.

All Blooming Haus marketing and communications are prepared earnestly, with a deep-rooted responsibility to always provide its audiences, clients, and partners with lawful, decent, and truthful information.

Transparent Advertising Is a Priority

Blooming Haus and its respective teams ask themselves the following questions during campaign strategy, creation, and implementation:

• Is the campaign communicating Blooming Haus’s product or service accurately without misleading audiences?
• Is correct language being used that honestly outlines Blooming Haus products or services?
• Is the copy for our advertisements, emails, and social media posts respectful?
• Have customers, partners, and employees been quoted accurately when sharing reviews or testimonials?
• Are the data examples that promote Blooming Haus features, benefits, or the impact of products and services honest and accurate? Has anyone chosen to exclude anything they should not?
• Is there internal pressure to communicate false information about the company, its operations, or its projects? If so, notify both the company’s founders and Chief Marketing Officer.

BLOOMING HAUS’ COMMITMENT TO REJECTING IMPACT AND GREENWASHING

BLOOMING HAUS PLEDGES NOT TO:

• Use environmental claims that aren’t backed up by evidence.
• Cherry-pick data for the company’s benefit or focus on stories that don’t represent the whole picture.
• Share stories about or promote partnerships that create social or environmental impact without actively being involved or being able to demonstrate that impact.
• Communicate false promises or make unrealistic claims.
• Create impact initiatives that don’t align with the eco-conscious values of Blooming Haus.

BLOOMING HAUS’ COMMITMENT TO CULTURAL SENSITIVITY IN CAMPAIGN CREATIVE

Blooming Haus and its partners prioritise diversity and inclusion. The company promotes ongoing internal training to increase cultural awareness while engaging in target audience research to seek feedback on planned campaigns’ appropriateness and sensitivity.

BLOOMING HAUS PLEDGES NOT TO:

• Appropriate, stereotype, exploit or underrepresent people or groups
• Partner with people without lived experience of the topics raised in Blooming Haus campaigns.
• Promote products or services to vulnerable or susceptible populations, such as minors or individuals with addiction or mental health issues.
• Never take sides in political or controversial issues likely to cause offence or harm.
• Engage in the ‘saviour complex’ – targeting a perceived need for support without engaging with and empowering the affected community.

BLOOMING HAUS’ COMMITMENT TO PERMISSION-BASED EMAIL MARKETING

Blooming Haus handles its email marketing data diligently and respectfully. The company and its partners prohibit selling data for commercial re-use. Email users will only be added to a Blooming Haus mailing list with their consent and can unsubscribe easily at any time.

BLOOMING HAUS PLEDGES TO FOCUS ITS EMAIL MARKETING ON THE FOLLOWING:

• Adding value through free content (photos, videos, blogs etc.),
• Inspiring real people through genuine shared interests and content that connects us.
• Being GDPR compliant
• Maintaining the trust of email lists by adding value, never spamming/or sending content unrelated to the original opt-in intent.

BLOOMING HAUS’ COMMITMENT TO ETHICAL DIGITAL ADVERTISING

Digital advertising brings an ever-disputed and ever-evolving set of ethical issues related to data privacy. Popular marketing platforms, including Meta and Google, use advanced tracking technologies to understand, profile, track, and target users online so that advertisers can effectively reach their target audience to sell products or services. This detailed targeting often comes at the cost of individual users’ privacy. As consumers become more aware and attitudes and technologies shift, the ethical considerations surrounding digital advertising are rapidly evolving. The line between legal and ethically acceptable is anticipated to move many times over the short and long term. Blooming Haus and its digital marketing partners are committed to staying up-to-date with regulatory changes, ensuring its practices uphold the industry’s highest standards, are lawful, and align with the company’s foundational beliefs.

BLOOMING HAUS’ APPROACH TO ETHICAL ADVERTISING INCLUDES:

• Compliance with all applicable privacy laws and regulations.
• Blooming Haus doesn’t engage in advertising practices that utilise consumers’ personal information without consent.
• Consumer data is vigilantly protected from unauthorised access and misuse. It will never under any circumstances be sold for commercial re-use.
• Transparent advertorial advertising – all paid partnerships are visible, clear, and honest, ensuring social users understand that though the content may appear editorial, it is paid for.
• Blooming Haus doesn’t use pop-ups or pop-under ads that create new tabs or windows behind the main browser window.
• Considering accessibility for users with visual or hearing impairments.
• Timely support and assistance for Blooming Haus consumers, ensuring customer satisfaction with products or services.

BLOOMING HAUS’ COMMITMENT TO ETHICAL SEARCH ENGINE OPTIMISATION, AKA “WHITE HAT SEO”

Blooming Haus and its partners are dedicated to managing its online resources mindfully.

BLOOMING HAUS PLEDGES TO FOCUS ON THE FOLLOWING:

• Creating an optimal user experience on its website that is easy to navigate, adds value, and performs well with sufficient loading times.
• Creating web-content other people online WANT to link to organically out of merit instead of paying for links.
• Ethical use of redirects to help users find the content they are looking for.
• Functional 404 pages with helpful navigation.

BLACK HAT SEO: TACTICS THAT BLOOMING HAUS AVOIDS AND DISCOURAGES:

• Using bots or software to build links automatically.
• Deceptive link insertion – hiding links from users so only the search engine can see them.
• AI-created, stolen or plagiarised content
• Keyword stuffing/over-optimisation – as the line shifts as the algorithm evolves, Blooming Haus is committed to staying updated and at the forefront of ethically acceptable SEO practices.
• Misdirectioning through unethical redirects or pop-ups.

BLOOMING HAUS’ COMMITMENT TO UPDATING THESE PRACTICES AS THE INDUSTRY EVOLVES

Blooming Haus is committed to regularly reviewing and updating its ethical marketing policy as the industry evolves and the technologies it utilises. As updates emerge, the company will align its advertising practices accordingly.

ADVICE OR FEEDBACK?

Blooming Haus always strives to do the right thing for its employees, customers, clients, and partners. Adhering to these ethical marketing practices is part of that commitment. The company welcomes questions and feedback. Please contact Blooming Haus using the contact form here for any of the following:

• To notify the company’s director about any breaches in this policy
• To request more information.
• To provide feedback.
• To access, edit, or delete personal information Blooming Haus may have about you.
• To register a complaint.

This policy was last updated on 9th March 2023.