瀘州老窖負責任營銷政策（Luzhou Laojiao Co., Ltd. Responsible Marketing Policy）
瀘州老窖股份有限公司（以下簡稱“瀘州老窖”或“公司”）承諾以誠信、責任、可持續為核心原則，通過合法合規的營銷實踐傳遞品牌價值，堅守品質初心，踐行社會責任。
Luzhou Laojiao Co., Ltd. (hereinafter "Luzhou Laojiao" or "the Company") commits to upholding integrity, responsibility, and sustainability as core principles.?Through lawful and compliant marketing practices, we convey brand value, maintain product quality integrity, and fulfill social responsibilities.
1 目的
1. Purpose
本政策旨在規范公司營銷行為，確保所有營銷活動符合國家法律法規、行業規范及商業道德標準，維護消費者權益，促進市場公平競爭。
This policy is aimed to regulate the Company's marketing activities to ensure compliance with national laws,?industry regulations, and business ethics, safeguarding consumers' rights and promoting fair market competition.?
2 適用范圍
2. Scope of Application
本政策適用于公司所有職能部門及子公司的全體員工，覆蓋瀘州老窖全系產品的營銷活動。
This police applies to all employees of the Company’s functional departments and subsidiaries,?covering marketing activities for all Luzhou Laojiao’s products.?
3 遵守的法律法規
3. Laws and Regulations to Comply With
瀘州老窖承諾嚴格遵守涉及營銷實踐相關的法律法規及行業規范，包括但不限于《中華人民共和國廣告法》《中華人民共和國商標法》《中華人民共和國消費者權益保護法》《中華人民共和國反不正當競爭法》《中華人民共和國個人信息保護法》等。
The Company strictly adheres to relevant laws and industry standards, including but not limited to Advertising Law of the People’s Republic of China,?Trademark Law of the People’s Republic of China, Consumer Rights Protection Law of the People’s Republic of China,?Anti-Unfair Competition Law of the People’s Republic of China, Personal Information Protection Law of the People’s Republic of China.
4 政策內容
4. Policy Content
4.1負責任營銷承諾
4.1 Responsible Marketing Commitments
·?真實透明：所有營銷宣傳須基于事實，嚴禁虛報產品特性、功效、價格或服務承諾，杜絕夸大、誤導性表述；
·?公平競爭：尊重市場競爭規則，禁止詆毀競爭對手或進行不正當比較宣傳；
·?理性引導：倡導理性飲酒理念，避免誘導過度消費，尤其針對青少年、兒童及弱勢群體，營銷內容須符合社會公序良俗；
·?隱私保護：嚴格保護客戶和消費者隱私安全，未經消費者明確授權，不得收集、使用或泄露其個人信息；
·?消費者教育：鼓勵開展消費者教育活動，引導消費者作出理智的購買決策和進行負責任消費。
·?Truthfulness and Transparency: All marketing promotion must be fact-based. No false claims about product features,?efficacy, pricing, or services, exaggerated or misleading statements are.
·?Fair Competition: Respect market competition rules. No defaming competitors or making improper comparative claims.·?Rational Guidance: Promote responsible drinking, avoid encouraging excessive consumption, and ensure marketing content aligns with social norms—particularly regarding minors, children, and vulnerable groups.
·?Privacy Protection: Strictly safeguard consumer privacy; collection, use, or disclosure of personal information requires explicit authorization.
·?Consumer Education: Conduct consumer education initiatives to support informed purchasing decisions and responsible consumption.
4.2 負責任營銷審計
4.2 Responsible Marketing Audit
·?內部審計：定期開展負責任營銷專項審計，評估政策執行效果，及時整改問題，并披露審計結果；
·?審核機制：所有廣告、宣傳物料、產品標簽及包裝設計須經合規部門審核，確保內容準確、合規，并保留審核記錄備查。
·?Internal Audit: Conduct regular specialized marketing audits to evaluate policy implementation, address issues promptly. disclose audit results promptly.
·?Audit Mechanism: All advertisements, promotional materials, labels, and packaging designs require censorship department’s approval to ensure content’s accuracy and legality; audit records must be retained.?
4.3 負責任營銷培訓
4.3 Responsible Marketing Training
·?員工培訓：面向全體員工定期開展負責任營銷培訓，強化員工合規意識，提升營銷人員專業素養。
·?Employee Training: Deliver regular responsible marketing training to all employees to strengthen compliance awareness and enhance marketing professionalism.
4.4 舉報與問責
·?舉報渠道：設立多元化舉報機制（如熱線、郵箱、線上平臺），鼓勵員工、消費者及合作伙伴舉報違規行為；
·?調查處理：對舉報事項依規調查，嚴肅處理違規責任人，并采取補救措施消除負面影響。
4.4 Reporting and Accountability
·?Reporting Channels: Establish multiple reporting avenues (e.g., hotline, email, online platform); encourage employees, consumers, and partners to report violations.
·?Investigation and Handling: Investigate reported incidents rigorously in accordance with relative regulations, impose disciplinary measures on violators strictly, and implement corrective actions to mitigate negative impacts.?
5. 修訂與審閱
公司將定期審閱本政策，并在必要時進行修訂。
5. Revision and Review
The Company will periodically review and revise this policy as necessary.