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Marketing Ethics Policy

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Marketing Ethics Policy Marketing Ethics Policy For over 40 years, Seagate Technology has been a values-driven organization. The way we conduct business stems from the ethos of global citizenship and our corporate values—Integrity, Inclusivity, and Innovation. This statement outlines Seagate’s marketing ethics. Seagate Values Integrity Innovation Inclusion PEOPLE PLANET PROFIT DISCOVERY AGILITY SOLUTIONS RESPECT SAFETY SHARED SUCCESS Code of Conduct Marketing Ethics Policy Seagate is committed to meeting the highest ethical the datasphere. These in-demand offerings, when and legal standards while addressing our customer marketed ethically, enable us to satisfy both customers requirements. and shareholders. Underlying our marketing ethics is a dedication to At Seagate, integrity plays a role not just when it comes foster our customers’ fully informed choice. We are to human and material resources, product development, equally committed to providing our shareholders with quality assurance, and sales, but also in the way the transparent and timely information. The two ethical story of the brand is told. obligations—to customers and to shareholders— are not mutually exclusive. Our state-of-the-art In order to tell this story with integrity, Seagate’s solutions enable humanity to flourish by harnessing employees rely on the following guidelines. August 2020 Marketing Ethics Policy General Principles In its marketing practices, Seagate chooses to: Comply with laws and regulations in each country and state where we conduct business. In addition, Clearly and accurately represent its products, 3Seagate fulfills the self-regulatory obligations or services, and terms and conditions. programs into which we voluntarily entered. 1 • We adhere to the U.S. Federal Trade Commission regulations concerning truth in advertising Deliberately apply standards of fairness and and to the International Consumer Protection transparency with regard to our competitors. and Enforcement Network’s declaration that 4We refrain from tactics intended to attack or undermine “consumers in the digital economy are entitled to our competitors. While one purpose of marketing is to know what they are getting and on what basis.” create competitive advantage, Seagate sets limits to • We are committed to avoiding deception in any how it can be forged. form: omission, misrepresentation, or misleading practice. We choose not to: • We refrain from puffery. Our goal is to deliver • Plant negative reviews of our competition in social products and services as depicted by marketing media or any other forums. communications and avoid any deception • Incentivize reviewers to shed negative light on our regarding products, pricing, communications, and competition. product delivery. • Generate other negative publicity about our • We do not plagiarize the work of others. competitors’ products or business strategy, • We are upfront with consumers regarding paid whether covertly or overtly. endorsements by media, review sites, and influencers. Promote inclusivity of representation among those who speak on behalf of our brands. Enact policies, procedures, and practices that 5 protect customer privacy. We welcome diversity of identity and diversity of 2 thought. Our business has been built around enabling our customers to derive maximum value from data. Our Among other traits, Seagate does not discriminate policies around data privacy, data governance, data based on: transparency, and data’s proper classification and • gender treatment ensure compliance with laws and regulations • ethnicity as well as agreements we enter into. All customer data- • age related policies can be easily accessed. • sexual orientation • LGBTQ identities • We are committed to never exploiting our • ancestry customers’ data. • physical abilities • We do not misuse that data, using it only in • religious affiliation or its absence accordance with our data privacy policy and any • political beliefs customer-provided directions. August 2020 Marketing Ethics Policy Our inclusive practices have been recognized. A couple of examples: WE CHOOSE TO PROMOTE EQUALITY AND INCLUSION EVEN IN COUNTRIES • The Human Rights Campaign’s Corporate Equality AND REGIONS WHOSE LAWS DO NOT Index named Seagate Technology among the Best OPPOSE DISCRIMINATION. Places to Work for LBGTQ Equality. • Seagate received an award for hiring people with disabilities and fostering an inclusive working environment from the Wuxi New District Human Resource Association in China. In our marketing practices, we do not exploit the misfortunes of others, and refrain from offensive We choose to promote equality and inclusion even behavior, sexist and gender stereotypes, and in countries and regions whose laws do not oppose portraying minorities and women in demeaning, discrimination. objectifying ways. Seagate is a signatory of The Equality Act Communicate in a respectful and courteous passed in 2019 by the United States House of manner and respond to inquiries and complaints in Representatives, which prohibits “discrimination 6a constructive, timely way. on the basis of the sex, sexual orientation, gender identity, or pregnancy, childbirth, or a related Effective marketing means listening to and engaging medical condition of an individual, as well as with prospective and existing customers. We are because of sex-based stereotypes.” mindful of this in particular on social media channels and in customer service. As a result of these commitments, for example, Seagate does not use models at Seagate events, Our goal is to act in a manner that is responsive, choosing knowledgeable subject matter experts transparent, and accountable to customers and for our event support instead. consumers who reach out. We care about our customers and their data, and we are here to help. Dave Mosely Jeff Fochtman Chief Executive Officer (CEO) Senior Vice President of Marketing and Business August 2020.
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