Responsible Publicity and Advertising

Corporate publicity and advertising make brands, products, andservices more widely known within society. However, they can also
adversely impact general consumers due to expressions and images
that lack diversity and consideration for impressionable children.

PolicyPrinciples concerning
Advertising Activities
Responsible Executive andFramework
Promoting Fair and Honest
Publicity and Advertising

Furthermore, with the development of social media, such effects arelikely to spread globally, not only in the country or region where theadvertising or promotional campaign ran. Therefore, companies must
maintain high normative awareness and ethics in their communications.

PolicyProviding accurate and honest information and communications tocustomers and society at large is the starting point for gaining trustfrom the same and is essential in both protecting and growing thebrand’s value. Based on this recognition, the Panasonic Group Codeof Ethics & Compliance stipulates the following policies regarding ourcommunications with society.
• Through our corporate communications, comprising our public
relations and advertising activities, we will provide fair and accurate
information on our Basic Business Philosophy, as well as on ourproducts, services and technologies, with the aim of better informing
our customers and other stakeholders, thereby enhancing thevalue of our brands. At the same time, we will continually listen
to and observe the public and customers, to learn from them andreflect their opinions in our business, marketing and merchandising
activities.
• We value diversity, and we conduct all our corporate communications
activities based on the principle of truth-based communications.
We will not make representations that are deceptive, misleading,fraudulent or unfair. Our advertisements shall not be defamatory or ofa political or religious nature.
We have also created various sets of rules and guidelines, such as thePanasonic Group Basic Rules for Brand Matters, Operational Rules for
Digital Media, Panasonic Group Social Media Guidelines, Basic Rules
for Intellectual Property Matters, and Operational Rules on Information
Security. Our policies and guidelines require the Group to respect
the intellectual property, identities and privacy of third parties in theexecution of our corporate communications activities.

Sustainability Data Book 2023 119

Responsible Publicityand Advertising

Principles concerning Advertising Activities
We continue to follow Our founder, Konosuke Matsushita’s idea that “if manufacturers canmake good products, they have an obligation to communicate that quickly, widely, andPolicy
Principles concerning
Advertising Activities
Responsible Executive andFramework
Promoting Fair and Honest
Publicity and Advertising

Brand Communication divisions
Panasonic Holdings Corporation /Panasonic Operational Excellence Co., Ltd.

Each Operating Company

correctly to their customers, and that is what advertising does.” In addition, today we see animportant social responsibility in communicating widely, not just about our products but also
about the full range of our activities as a corporation.
Our efforts to achieve this are informed by the same kind of thinking.
The following basic guidelines are based on the philosophy of our founder and reflect ourattitude and approach to the day-to-day production of advertising (creating TV commercials,Corporate advertisingfor the Group

Corporate andProduct advertising for theOperating Company

Purpose (the reason a company exists),
the Basic Business Philosophy, corporate activities

newspaper ads, digital ads and so on).
• In the context of our business activities, publicity and advertising fulfill an important socialmission.
• It is an activity that conveys the “heart” of our enterprise.
• Facts must be told truthfully, in ways that are easy for our customers to understand.
• We do not cause discomfort or annoyance.
• Always use a creative and innovative approach.
• Approach our work with insight, competence and passion.

Promoting Fair and Honest Publicity and Advertising
We have set up mechanisms that allow us to check all the advertising we produce against therelevant laws and industry regulations in each global region, to avoid misunderstandings ormisconceptions on the part of customers. For example, in Japan, we train and deploy personnel
specialized in advertising production, accumulate experience and expertise in expression
and risk avoidance, screen risks with production partners, review expressions with media

Additionally, the media used in all our publicity and advertising campaigns are selected based

and advertising agencies, conduct preliminary studies, and if necessary, seek review from theon their general acceptance in their respective regions, their promotion of brand familiarity, andLegal Department. We comply with the Act against Unjustifiable Premiums and Misleading

their cost-effectiveness.

Representations and other legal regulations concerning advertising, as well as various self-Responsible Executive and Framework
The person in charge of publicity and advertising is the Executive Officer responsible for brand

imposed media guidelines companies use to evaluate their advertisements, including the Japan
Advertisers Association’s ethics code. We also avoid using expressions or performances that
undermine childhood education, or that may hinder children’s sound learning and growth. Whenstrategy and communication strategy (as of August 2023).

employing child actors in advertisements, we comply with all the relevant laws and regulations.

Brand communication divisions of Panasonic Holdings Corporation and Panasonic Operational

To ensure we can maintain this compliance, we will continue to conduct OJT on a day- to-day

Excellence Co., Ltd. are responsible for corporate advertising for the whole PanasonicGroup. Similarly, advertising personnel at each Operating Company are responsible for theirorganization’s corporate and product advertising. Such personnel all work in cooperation withone another.

basis and to hold special training sessions for major revisions to relevant laws to ensure that thepersons responsible are fully informed. We will also continue to participate in training and seminars
conducted by outside organizations and seek consultations with outside experts when necessary.
In fiscal 2023, we received reports of the below violations at a Group company in China(a consumer electronics division) and paid an administrative fine of RMB 28,751.77 to theauthorities. We will strive to prevent the recurrence of such violations by strengthening internal
check processes and providing compliance training to employees.
① January 2022: A violation of a law on false advertising regarding a hair dryer’s online ad thatclaimed it “improved hair quality”② May 2022: An erroneous price shown on an ad for a joint campaign with a local airline

Sustainability Data Book 2023 120