Purpose
This Ethical Marketing Policy reflects Laundry Lane’s commitment to integrity in everything we produce, both in how we market our own agency and in the work we create for our clients. As a video and animation agency, our storytelling carries significant influence. We hold ourselves accountable for using that influence responsibly.

This policy applies to all external and internal communications, across all channels and audiences, as well as the strategic and creative guidance we provide to clients across all our services: video and still photography, design and animation, interviewing and producing, creative direction, scripting, pre-production and project management, post production, casting and talent recruitment, translation and in-language production, and captions and accessibility.

This policy supports our public purpose by ensuring our communications contribute positively to society and do not undermine trust, wellbeing, or environmental integrity.

Honesty in Storytelling and Marketing
We believe great work speaks for itself. We commit to representing Laundry Lane honestly across our capabilities, our results, and our process.

• We will not misrepresent the scope, budget, or outcomes of work in our portfolio or case studies.
• We will accurately represent client results, including the context and conditions behind any metrics we share.
• We will never use manipulated, staged, or misleadingly edited footage or testimonials to promote our services.
• We will clearly distinguish between concept renders, animatics, storyboards, and finished deliverables when presenting work publicly.
• We will be transparent with clients about what video, photography, and animation can and cannot realistically achieve in terms of audience reach and impact.

Evidence and Substantiation
All marketing and impact-related claims must be supported by verifiable evidence, including internal data, client data, or credible third-party sources.

• Where claims reference outcomes, we retain documentation showing how those outcomes were measured.
• Where data is estimated, modelled, or conditional, this is clearly disclosed.

Ethical Storytelling for Clients
The content we produce for clients has the potential to shape perception, influence behaviour, and reach large audiences. We take that responsibility seriously across every stage of production.

• We will advise clients against campaigns that rely on misleading claims, exaggerated outcomes, or emotionally manipulative tactics that do not serve the audience.
• We will not produce content, whether live action, animated, scripted, or photographed, that misrepresents a product, service, or impact, even if instructed to by a client.
• We will raise concerns internally and with clients when a brief conflicts with our ethical standards, and offer alternative creative approaches where possible.
• Our scripting process will prioritise clarity, accuracy, and authentic messaging. We will not write or edit scripts designed to mislead, obscure, or manipulate.

Sensitive Storytelling Approach
Laundry Lane’s Sensitive Storytelling approach is central to how we interview and produce content involving real people. We are committed to upholding this approach on every project.

• All interview participants will be fully informed of how their story, image, and voice will be used before filming begins.
• Our producers will create an environment where participants feel comfortable, respected, and empowered throughout the production process.
• We will never pressure participants to share more than they are comfortable with, and we will honour requests to withdraw or amend contributions.
• We will apply particular care when working with vulnerable individuals, including people with lived experience of hardship, trauma, illness, or disadvantage, ensuring their dignity is preserved at every stage from pre-production through to final distribution.
• We will obtain clear, informed consent from all participants, including specific consent for any footage or content intended for paid or sponsored use.

Client and Project Alignment
We assess potential projects for alignment with our ethical marketing standards. We consider whether a project may mislead audiences, overstate impact, or contribute to social or environmental harm.

Where concerns arise, we will:

• Raise them with the client
• Propose alternative approaches
• Decline the project if risks cannot be addressed
• Rejecting Impact Washing and Purpose Washing

As a studio that frequently works with purpose-driven organisations, we are mindful of the line between authentic impact communication and performative storytelling.

• We require clients to provide evidence to support impact claims before including them in campaigns.
• Where sufficient evidence is not available, we support clients to reframe messaging to be accurate and proportionate.
• We reserve the right to decline or withdraw from work that cannot meet these standards.
• Claims about environmental or social impact must reflect the full scope of the work and not overstate significance.
• Where relevant, we disclose whether a claim applies to a specific project, campaign, or the entirety of a client’s operations.
• We avoid absolute claims (for example, “sustainable”, “carbon neutral”) unless supported by recognised standards and clearly explained.
• Where claims depend on specific conditions, those conditions are disclosed.

Cultural Sensitivity and Representation
Video, photography, animation, and casting are powerful tools for representation. We are committed to using them inclusively and responsibly across all our services.

• We will proactively avoid stereotyping, cultural appropriation, or the tokenistic inclusion of underrepresented groups in the content we create.
• In casting, whether professional actors, presenters, models, or authentic talent, we will actively seek diverse representation that reflects the real communities our clients serve, not just surface-level inclusion.
• We will advocate for casting, scripting, and narrative choices that authentically represent the diversity of the audiences being addressed, and will push back on briefs that default to narrow or exclusionary representations.
• Where content features real communities, individuals, or cultural material, we will seek informed consent and involve those communities appropriately in the creative process.
• For translation and in-language productions, we will work with qualified translators and cultural consultants to ensure content is not only linguistically accurate but also culturally appropriate and respectful.
• We will continue to develop our internal awareness of representation, inclusion, and cultural competency through ongoing education and reflection.

Avoiding Harmful Marketing Practices

• We do not participate in the creation or amplification of disinformation or misleading narratives.
• We do not use manipulative tactics designed to exploit fear, misinformation, or behavioural vulnerabilities.
• We do not engage in artificial amplification practices such as fake accounts, bot-driven engagement, or undisclosed endorsements.

Accessibility as a Standard
We believe video and audio content should be accessible to everyone. Accessibility is a core part of our production process, not an optional extra.

• We are committed to meeting the WCAG 2.0 Standard for all assets we produce.
• We will provide captions, transcripts, audio descriptions, and other accessibility features as standard offerings, and will proactively advise clients on their accessibility obligations.
• We will ensure that open and closed captions are accurate, well-timed, and produced with the same care as the video itself.
• We will not use accessibility features in a misleading way, such as captions or translations that misrepresent the original content.

Transparency in Branded and Sponsored Content
The rise of branded content, influencer partnerships, and advertorial video means audiences deserve clarity about who is behind the message.

• All content produced by Laundry Lane that is paid for or sponsored will be clearly identified as such, in compliance with applicable advertising standards.
• We will advise clients on their obligations around disclosure for influencer partnerships, sponsored content, and branded entertainment.
  We will not produce content designed to disguise advertising as organic or editorial material.

Responsible Use of Equipment, Locations, and Drone Operations
Our production operations, including drone use, location shoots, and audio capture, carry responsibilities to people, communities, and the environment.

• We will obtain all necessary permits and permissions for filming in public or private locations, and respect the communities and environments we film in.
• All drone operations will be conducted in compliance with applicable aviation regulations and with respect for the privacy of individuals.
• We will not film or photograph individuals without their knowledge or consent.
• We will take care to minimise disruption and environmental impact during location-based productions.

Ethical Use of Stock, Music, and Licensed Content
Our post production work draws on stock video footage, royalty-free music, and other licensed assets. We take copyright and licensing seriously.

• We will only use stock footage, music, images, and other third-party content that is properly licensed for its intended use.
• We will manage all copyright and licensing requirements transparently with clients, clearly communicating what is and is not included in a production.
• We will not use unlicensed, AI-scraped, or plagiarised content in any deliverable.

Ethical Use of AI in Production
As AI tools become part of video and animation workflows, we hold ourselves to clear standards around their use.

• We will be transparent with clients when AI tools have been used in the production of their content, and obtain agreement where relevant.
• We will not use AI to generate synthetic footage, deepfakes, or fabricated testimonials in ways that could deceive audiences.
• We will not use AI-generated or scraped content, including music, footage, illustrations, or scripts, without appropriate licensing or attribution.
• We will stay informed about evolving industry standards and legal frameworks around AI in creative production, and update our practices accordingly.

Permission-Based and Audience-Respectful Distribution
How content reaches audiences matters as much as the content itself.

• We will not distribute content through channels or methods that are deceptive, intrusive, or that disregard audience consent.
• We will ensure our own email marketing and communications are permission-based, providing genuine value and respecting opt-out requests promptly.
• We will advise clients to distribute their content in ways that respect audience privacy and preferences.

Ethical SEO and Digital Presence
We are committed to building our digital presence through legitimate, value-driven means.

• We will produce content that genuinely serves our audience, not content engineered solely for search ranking.
• We will not engage in black hat SEO practices including purchased links, keyword stuffing, hidden content, or plagiarised material.
• We will be accurate and honest in how we describe our services, expertise, and credentials across all digital platforms.

Ongoing Reflection and Review
We recognise that ethical standards in marketing, media, and technology evolve.

We commit to:

• Reviewing this policy annually or when significant industry changes occur.
• Incorporating learnings from our B Corp recertification process and the broader impact of the business community.
• Creating space within our team to raise and discuss ethical concerns as they arise in our work.
• Concerns regarding misleading or unethical marketing are addressed through our formal grievance process.
• Outcomes of relevant grievances are reviewed to improve our marketing practices

Measurement and Continuous Improvement

• We periodically review our marketing outputs to assess alignment with this policy.
• Where issues are identified, we take corrective action and incorporate learnings into future work.
• Insights from stakeholder feedback and complaints inform updates to this policy.

Feedback and Accountability
We welcome questions, concerns, or feedback about our marketing practices. If you have a query about this policy, wish to raise a concern, or want to request access to, correction of, or deletion of your personal information, please contact us through our website.

This policy was is approved by the Executive Team, with oversight sitting with the Managing Director, and and will be reviewed regularly to reflect our evolving commitment to ethical practice.