Charte de la publicité responsable

Responsible advertising, our commitment to consommation responsable.

VALIUZ Responsible Advertising Charter

Responsible advertising is at the heart of our CSR approach and our commitment to promoting sustainable consumption.

We are fully aware of the crucial role advertising plays in influencing consumer behavior and its resulting environmental impact.

This is why we have established a responsible advertising approach aimed to:

Encourage and promote products, services, and consumption patterns that are more sustainable, while reducing the promotion of those with a high negative impact on the environment.
Implement an editorial policy to ensure that our inventories and audiences are not used for disinformation purposes, to propagate stereotypes, or to disseminate illegal content.
Adopt eco-friendly practices to minimize the carbon footprint of the advertising campaigns we manage.
Raise awareness among our employees about the challenges of responsible advertising and the ecological transition to keep our approach alive.

Valiuz, therefore, aims to ensure that all its stakeholders share its ethical values based not only on strict compliance with regulations but also on the desire to reduce the negative impact of advertising on the targeted audiences, including its social and environmental impact.

This charter defines Valiuz’s responsible advertising approach by acting on the following levers:

The nature of audience segments that can be constituted,
The content of advertisements delivered to these audiences and on the inventories of companies for which Valiuz acts as a media agency.
The presentation of advertisements and transparency towards individuals.
Digital sobriety and eco-friendly practices to be implemented throughout the lifecycle of each campaign.
Monitoring and ensuring compliance with our commitments.

The implementation of this charter is accompanied by an action plan, internal processes, and metrics to measure progress and impact. It is a starting point in our ambition to mature and adopt a continuous improvement approach.

Sensitive or Discriminatory Data. Valiuz prohibits itself from processing or creating sensitive data, which includes data revealing racial or ethnic origin, political opinions, religious or philosophical beliefs, trade union membership, genetic data, biometric data for the purpose of uniquely identifying a natural person, health data, or data concerning a person’s sexual life or sexual orientation.

As a result, no audience segment that could reveal data qualifying as sensitive or leading to social discrimination can be created by Valiuz.

This includes, for example, audience segments that could disclose:

Medical or health-related information (e.g., hair loss),

Religious considerations (e.g., buyers of halal products),

Individuals in vulnerable situations (e.g., over-indebtedness),

….

Furthermore, no use of data may result in the following:

Excluding a customer from a right or contract, or similarly affecting them (e.g., using data in scoring systems that influence credit or insurance decisions),

Personalizing the prices paid by end customers in an unfair manner,

Creating audience segments related to behaviors that may be considered deviant or risky, so as not to encourage them.

Protection of Minors. Valiuz is committed to protecting minors by excluding them from any audience segments that could expose them to advertising content promoting products or services intended for adults.
The services provided by Valiuz must not be used to facilitate the dissemination of the following types of content, which is not an exhaustive list:

Hateful or Violent Content:

Messages inciting hatred, including discrimination, racial hatred, or harassment,

Defamatory or insulting messages,

Messages encouraging violence,

Messages encouraging suicide.

Content Targeting Children and Vulnerable Individuals:

Messages targeting children for the purpose of collecting personal data about them,

Messages targeting vulnerable individuals and likely to significantly influence their behavior.

Adult-Only Content:

Containing pornographic elements, depictions of nudity, or suggestive poses,

Promoting prostitution,

Messages with explicit sexual content or obscene language,

Depictions of individuals in fine lingerie.

Specific Financial Services and Gambling:

Promotion of dubious financial schemes such as Ponzi schemes,

Promotion of financial gains presented as "risk-free,"

Promotion of illegal financial activities (tax evasion, money laundering, etc.),

Messages promoting gambling, as well as promotional operations such as lotteries, if they are manifestly unfair.

Firearms:

Content promoting the sale of firearms, ammunition, bombs, other explosives, bladed weapons, and generally any type of weapon,

Content providing information on the fabrication of weapons.

Illegal Content:

Content likely to violate applicable laws, including:

Infringement of intellectual property rights (counterfeiting, illegal downloading, etc.),

Invasion of privacy,

And, more generally, any fraudulent activity.

Shocking or Misleading Content:

Containing statements that are manifestly false, misleading, or unfair.

Tobacco, Drugs, Alcohol:

Promotion of the sale of cigarettes, including electronic cigarettes, as well as any products related to tobacco consumption,

Promotion of the sale or use of drugs, including so-called “soft drugs,”

Messages suggesting excessive alcohol consumption.

High Environmental Impact:

Promotion of the following products and services:

fossil fuels (oil, gas),

air transport,

More generally, Valiuz may refuse to disseminate campaigns promoting any product or service that is notoriously known to have a high negative impact on the environment (climate, resources, biodiversity).

Messages likely to mislead the public about the advertiser’s actions or the properties of its products in terms of sustainable development (“greenwashing”).

In addition to our commitment to reducing the negative impact of advertising content, we are actively working on building a preferential offering to promote virtuous products, services, and behaviors.
Advertisements must not mislead consumers.

Thus, each advertiser commits to Valiuz that:

Advertisements will not convey messages likely to be considered as promoting discrimination (racism, sexism, etc.) or disinformation campaigns;

Any advertisement featuring photographs of models whose physical appearance has been retouched or generated by artificial intelligence will include the label “Retouched” or “Generated by AI”;

Every advertisement will be clearly identified as such (by including the label “Advertisement” or an equivalent indication to avoid any confusion about the advertising nature of the delivered message);

Regulatory obligations applicable to the advertising of certain products or services will be respected (e.g., health warnings for food products).
Valiuz ensures to limit the carbon footprint of the advertising campaigns it implements, particularly by:

Optimizing the size of the content included in advertisements, notably by verifying that they comply with the maximum size recommendations set by industry professionals such as theAlliance Digitale;

Encouraging its clients to limit the use of video formats to the most suitable situations (e.g., a video for a brand awareness campaign, native ads for traffic or conversion), and to reduce video duration;

Limiting the number of ad impressions through techniques such as capping, anti-fraud mechanisms, and bot traffic limitation;

Reducing the number of intermediaries and server calls by developing a Supply Path Optimization (SPO) strategy;

Targeting only affinity audiences rather than targeting audiences who are potentially not interested in the promoted product;

Optimizing the storage of our data processing platform by applying a retention policy to delete obsolete or unnecessary data.

We are also working towards calculating the carbon footprint of all the advertisements we distribute, enabling us to further optimize our efforts.
To ensure compliance with this charter, we strive to monitor the content of every advertisement distributed by Valiuz. However, errors can sometimes occur: in such cases, as soon as we are made aware, we commit to halting the distribution of the advertisement in question promptly.

Additionally, an ethics committee has been established. Its role is to ensure compliance with this charter and to be consulted in case of doubt.

Once a year, a review of the campaigns carried out during the previous year is presented to the ethics committee to verify compliance with this charter. This review identifies advertisers, the segments used, and the nature of the advertisements distributed, ensuring that the orientations set forth have been respected.