When a consumer expresses dissatisfaction, we address the problem promptly, courteously and fairly and make every reasonable effort to sustain or regain the consumer's goodwill and his or her continued purchase of Colgate products. Our advertising is accurate. One of the most important aspects of our business is advertising. Advertising should be creative and competitive but at the same time honest and not misleading. Our advertising must also avoid any stereotyping of individuals based on factors such age, sex, race or religion.
Advertising creates more than a product image.
It creates our reputation for reliability, dependability and trustworthiness. In addition, we exercise care in the selection of the programs on which our television commercials air. We do not permit our commercials to be shown on programs which make gratuitous or excessive use of violence or sex or are antisocial or in bad taste. We observe standards of commercial fairness in devising, using and selecting advertising and trademarks, so that our products succeed on the strength of their own quality and our reputation, rather than by imitation or trading on the good will of competitors. It goes without saying that we obey all laws which regulate Colgate's business.