Data protection and security is a central issue for the Company, particularly with artificial intelligence and increased cyber risks in recent years. These risks are explained in Chapter 2.1 under Main risk factors. The scope of these risks is, firstly, for the consumer and end-user if their data is altered, then for the advertiser client, and for Publicis. As part of the double materiality analysis, two more specific risks emerged
The risk of misleading consumers and end-users will have immediate consequences. Social networks become the spontaneous sounding board where criticism will be formulated. Brand visibility and image, as well as all the elements that make up a brand’s reputation, are fragile, and anything that undermines them may have financial and legal consequences for clients, as well as for the Groupe and its agencies. Therefore, training employees in Responsible Marketing & Technologies is key.
The rapid deployment of generative artificial intelligence (Gen AI) is a business opportunity for Publicis. The growing number of solutions incorporating generative AI requires employees to understand its added value and potential limitations; employee training is the primary lever for transformation. With generative AI, employees in many roles can see certain tasks become simpler, freeing them up and saving them time for higher value-added activities. The learning phase of these tools is therefore central, as it will allow the teams to identify the best solution to meet the needs of consumers and end users (our customers’ customers).
Detailed knowledge of consumer expectations is at the heart of the success of client campaigns. Studies carried out upstream of each project make it possible to prioritize and anticipate the needs expressed. These preliminary work steps are key, and are based on more qualitative quantification and analysis tools. The communication strategy will be established based on the information collected. It is also the means of detecting so-called weak signals, which may be essential for the brand. Campaigns and projects are then tested and studied in order to capture other feedback and comments, which will enhance the rest of the project. The responsible marketing rules applied in the various business lines have demonstrated their effectiveness and positive impact (see Section 4.3.12).
Respect for consumers has been part of Publicis Groupe’s values since its creation, and is clearly stated in the Janus Code of Conduct and Ethics. The key principles of responsible marketing, namely to implement solutions and deliver honest, legal, truthful messages that respect everyone and work towards a more sustainable world, support the interests of consumers and/or end-users. These principles are taken from the International Code of Advertising & Marketing of the ICC (International Chamber of Commerce), which has existed for more than 80 years and structures the self-regulatory bodies of the profession in nearly 50 countries. These principles form the basis of training for employees on responsible marketing (see Section 4.3.12). Publicis Groupe has been a signatory of the United Nations Global Compact since 2003 and supports its ten key principles. Through its agencies, the Groupe is active in professional organizations to promote standards and best practices aligned with the ICC (International Chamber of Commerce) International Marketing and Communication Code. In 2009, the Groupe banned greenwashing and any other type of argument aimed at “laundering” or misleading consumers. [S4-1-17]
Agencies also follow the policies issued by their clients for their consumers and end-users, often public documents, clearly indicating recommendations to be followed and prohibitions.
In the digital world, it is fundamental that all users have the right to be forgotten and the right to recover all their data by making a simple request. As required by law, the Groupe offers consumers access to their privacy rights. For example, with Epsilon, certain rights can be exercised using an automated tool: https://legal.epsilon.com/dsr. In addition, in the United States, Epsilon indicates in its privacy policy the number of requests received by consumers during the previous year: https://legal.epsilon.com/us/NA-products-privacy-policy.
