French update programme to make marketing FAIReR

Union des marques in France reconvened with the signatories of its FAIRe programme to renew its commitments to responsible marketing. Launched in 2018, FAIRe brings together advertisers and other industry stakeholders through 15 commitments around five themes. Union des marques reframed and introduced new commitments with a focus on environmental and societal impact.

Now with a 40-member roster, FAIRe welcomed five new signatories in 2020: Axa, Xynergy, Maif, Transdev, and Colgate-Palmolive. In 2019, members monitored aspects of their marketing campaigns against FAIRE’s five themes, from their environmental impact to the volume of requests for user data and publicly reported and communicated about them. Signatories’ overall score in 2019 is 2.3 out of 3, significantly higher than the 2018 score of 1.8 out of 3.

At the same time, Union des marques held the second REPRESENTe Challenge designed to highlight exceptional examples of brands combatting stereotypes in their marketing campaigns, as part of the FAIRe commitment around addressing stereotypes. Winners included the Mattel’s Dream Gap Project designed to empower young girls to resist prejudices hindering their potential, and Topla’s Moon Project range of card games featuring famous women in history.

For more information, please contact Union des marques.