Last updated on 11 September 2026

Partoo’s Ethical Marketing Policy

Last updated: July 2026

Make Things Right has always been Partoo’s vision: making decisions that have a positive impact on society, on the environment and on our people. Our B Corp certification is company-wide recognition of this commitment.

This policy translates that vision into our marketing practices. What Make Things Right asks of the company as a whole, it also asks specifically of how we communicate: our campaigns, our content, our brand. It sets out the commitments we make and the questions we ask ourselves before we publish anything.

Honesty and transparency

Trust is what connects us to our clients, to the people who use our products and to everyone who reads our content. It’s built on what we say and what we show, over time.

This matters all the more because our mission is precisely to help our clients build that same trust with their own customers. We believe it’s only natural to hold ourselves to the same standard.

Our checks before publishing

Before publishing a campaign or piece of content, we always ask ourselves:

  • Are we communicating the real value of the product, without exaggerating or misleading anyone?
  • Does the language we use honestly describe the features and benefits, without presenting reality in a more favourable light?
  • If we quote a client, partner or colleague (in a testimonial, customer review or case study), does the quote accurately reflect what was actually said?
  • Are the data and examples we choose to illustrate a benefit or an impact accurate, rather than simply the most flattering ones available?
  • Is there any internal or commercial pressure to communicate something we know to be inaccurate? If so, we refuse it, revising or dropping the project in question if needed.

Not overselling our products

We don’t oversell what Partoo can do. Any benefit we claim must be verifiable by someone outside Partoo. The figure or result we highlight must be representative of the general case, not the best result achieved by a single client presented as if it were the norm. And it must specify exactly what it applies to — a feature, a market, a specific use case — rather than making a blanket promise.

Sponsored content and partnerships

This general commitment to transparency extends to the very nature of the content we share. Any sponsored content, or content produced as part of a partnership, is clearly and visibly labelled as such for the audience viewing it.

Preventing impact washing

We reject impact washing: exaggerating our positive impact for marketing gain, or using self-congratulatory messaging to mask a less flattering reality. Distorting the truth like this can mislead the people who trust us on that basis, particularly when it comes to our CSR policy and our B Corp certification.

Any claim we make about our environmental or social impact, or about the sustainable nature of our practices, is backed by verifiable facts and objective data — never by wording that suggests more than it proves. We comply with the regulations that apply to environmental and sustainability claims in our marketing communications.

Content that has real value

Our readers are our number one audience — not search engines, not AI models, not the algorithms that rank content. An article, a page or a campaign exists to inform and support, not to unduly influence. This priority guides every decision on substance before we even think about form.

That’s also why content creation remains a human responsibility. An AI language model can help structure an idea or speed up a first draft, but the judgement on what’s worth saying, and how, remains ours.

Clarity and readability

Anyone should be able to read a piece of Partoo content and understand it. That means clear sentences, a structure that helps readers navigate the content, and vocabulary suited to the subject as well as the reader — without ever sacrificing quality or thoroughness. Readability comes before style: the substance has to be understandable before it’s elegant.

Digital accessibility

Access to information is at the heart of our mission — and it only counts if it’s real, for everyone, including people with disabilities. As of April 2026, our accessibility statement rates our website at 60% compliance against the RAWeb framework. That figure isn’t a badge of honour, but a starting point in our work on digital accessibility. We continue to work to improve our compliance.

Localisation

We speak to different markets, so our content needs to be available in their respective languages (French, English, Spanish, Italian, Portuguese, and others depending on the countries where we operate).

But translating isn’t enough. That’s why we make a genuine effort to localise our content, so that it fits the habits, culture and conventions of each market rather than simply reading like a translation of the French version.

Sensitive topics

On subjects that touch on identity or lived experience — disability, or environmental policy, for example — we involve people with relevant expertise throughout the creation process. Our marketing communications rarely feature real people in our visuals; when this type of subject does come up, we stay just as careful to ensure respectful, inclusive representation.

Playing fair with SEO and GEO

SEO is never an end in itself. It comes after the reader, not before them: a keyword that would force an awkward sentence or an unnatural structure is set aside in favour of clarity. That’s as much an editorial conviction as an SEO strategy. Content that genuinely answers a question ranks better, and for longer, than content optimised to trick an algorithm.

What we don’t do

  • We don’t buy links, and we don’t generate them artificially
  • We don’t hide content or links intended only for indexing bots
  • Our reputation is built on the quality of our content and genuine partnerships, never through manipulation

And when it comes to GEO (Generative Engine Optimisation)

The same standard extends to AI-based answer engines. We don’t try to artificially manipulate how a model cites or recommends us, any more than we would with a traditional search engine. Visibility has to be built on genuinely useful content, not on signals artificially engineered for an automated system.

AI that serves us, not replaces us

Partoo has an internal policy governing the use of artificial intelligence in our marketing practices and brand communications. It starts from a simple principle: AI should help us move faster, not decide for us what’s worth saying.

What AI doesn’t replace

A language model produces, by definition, an average of what already exists on the internet. Our value lies precisely in what isn’t already out there: our data, our teams’ experience, a perspective you won’t find anywhere else. AI can help structure ideas or speed up a first draft, it doesn’t replace that perspective.

Responsibility stays human

Every piece of published content remains the responsibility of the person who publishes it, whatever role an AI tool played in producing it. We never delegate that responsibility to the tool.

A living ethical marketing policy

Marketing practices evolve. So do tools, habits and what our audience expects. This policy isn’t set in stone: we review it whenever necessary, as our practices develop or the regulatory landscape changes.

Questions or feedback about our communications? Write to us at contact@partoo.fr