Sustainability @ UBA,
an unifying topic
Expertise Centre Corporate Communication & PR
January, 15th 2009
Draft in progress – Nathalie Hublet
Agenda
Objective
Project
Way of working in 2009
Action plan in 2009
Reminder concerning legal aspect on advertising
Terminology regarding sustainability
Roundtable
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Introduction
“ Sustainability :
from an issue …
…to an actionable opportunity”
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Main objective
External : “To demonstrate to authorities and key stakeholders a concrete &
voluntary commitment of advertisers regarding a sustainable and responsible
communication, primarily in the areas of economy, social and environment”
Internal : “To integrate sustainability in the communication plan, to
demonstrate effective communication”
Sustainable = on the long term, with real, actionable and measurable
commitments in the area of environment to establish relationships of confidence
with all audiences
Responsible = in respect with evolution of the society, with legal aspects and
legislation, equivalent to ethical communication, social responsibility
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Project (1)
On the short term (deliverables for 2009),
Definition of the scope “Sustainability” within UBA
Charter/code of conduct/good practices based on insights coming from
stakeholders and signed by advertisers (see UDA)
(eventually with the help of an external partner) Definition of a common UBA
objective to work on :
e.g. about a real actual trend such as the “neutral carbon footprint”
e.g. the establishment of responsible behavior,
e.g. the taking into account the environmental impacts of print or the
reduction of production costs (local instead of international production),
e.g. the establishment of the charter
Process : identification, action (reduction), measurement and evaluation
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Project (2)
On the long term,
Communication about the existence of the charter
Responsible communication, particularly in times of crisis, must be a
response to public expectations (Stéphane Rozès, CSA France – December
2008)
Measurement and evaluation of advertisers’ commitments
Integration in a largest project (tbd)
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Way of working in 2009
Launch of a TF « Sustainability » drived by Corp Com & PR but open to
others UBA volunteers (e.g. Research, Communication Production, Media
Committees)
Creation of a steering committee with internal & limited external experts
(e.g. Climact, Quality Research, etc.)
Analyse of UDA document and first local draft + meeting with ONGs’
association (KAURI?)
Sharing of our draft conclusions with other UBA groups and ICB
Meeting with authorities (in collaboration with pilar “Represent”)
Final draft with real commitments (ready for end August)
Presentation of those results during the UBA 60th celebration (on Sept, 10th
2009)
Evaluation of advertisers’ commitments one year later
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Action plan in 2009
Jan, 15th : first meeting, discussion about the scope, the objective and first
experiences round table
Jan, 19th, first communication through UBA e-News (invitation to vulonteers)
Feb, XX, first analysis of UDA document (UBA + external partners?) and contact
with UDA France
March, XX, first amendments (UBA + external partners?)
April, XX, second amendments (UBA + external partners?)
May, 5, plenaire meeting or TF? Third amendments (UBA + external partners?)
June, 19th : sharing of draft with ICB + amendments
July – August : latest amendments
August, 31 – final draft
September, 10th UBA 60 years - presentation - speaker : Jean-Pascal Van
Yperseele?
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Legal aspects on advertising
EU Directive
AMS (ex. TWF)
Commercial practices
Belgian Law
Belgian Law on Commercial Practices (14/07/1991modified on 05/06/2007
and into force on 01/12/2007) www.ejustice.just.fgov.be/doc/rech_f.htm
Privacy Law (08/12/1992)
Self-regulation (SR is fully recognised), e.g. :
ICC Consolidated Code on Advertising & Marketing = “one stop shop” for
industry  basic principles : all marketing communication should be legal,
decent, honest and thruthfull (+ chapter E specific to eco)
Fevia/UBA code on food advertising
Febiac code (art. 4 & 5) + A.R September 5 2001 (part IV),
Agreement on alcoholic beverages
Code on ecological advertising (e.g use of labels, ISO, etc.)
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JEP (www.jep.be)
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ICC Code
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Terminology regarding sustainability
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DEVELOPPEMENT DURABLE
DUURZAME ONTWIKKELING
SUSTAINABLE DEVELOPMENT
Quid ?
J-B Schrans
Definitions
Sustainable Development (SD) :
« Development that meets the needs of the present
generation without compromising the ability of future
generations to meet their own needs »
(Bruntland Report – World Commission for Environment and Development – UN 1987)
 This involves addressing economic, social and
environmental elements in the corporate’s decisionmaking and activities (products, services and
processes).
Definitions
Corporate Social Responsibility (CSR) :
« Willingness of a company to take responsibility and
be accountable for the impacts of its decisions and
activities (products, services and processes) on society
and environment, through transparent and ethical
behaviour that
• contributes to sustainable development, health and the
welfare of society
• takes into account the expectations of stakeholders
within its sphere of influence. »
 the aim of CSR is :
– to contribute to SD and to the welfare of society
– to achieve mutual trust with its stakeholders
– to improve the long-term shareholder value.
Definitions
• CSR = become socially, environmentally and
economically responsible towards employees,
shareholders and the stakeholders involved.
 « 3P » (People, Planet, Profit = Triple Bottom Line)
• Corporate’s performance in relation to the social
environment in wich it operates, and its impact on the
natural environment, has become a critical part of
measuring its overall performance and its ability to continue
operating effectively.
 « Licence to operate »
Definitions
• Stakeholders
Any individual or specific organization which may have an
impact on the company activities or on which the company
activities may impact directly or indirectly.
(Activities = products, services or processes).
Identification of and engagement with involved
stakeholders are fundamental practices of CSR
What are the relevant issues for them ?
What is the impact of the corporate activities on the
society ?
Thank you
Any questions?