Marketing policy

Benesse Corporation provides services that support learning, based on its corporate philosophy, "Benesse = Well-Being."
Based on our corporate philosophy, we conduct marketing communications with the aim of supporting each customer's desire for improvement and problem-solving.

Specifically, based on the group's corporate philosophy and Benesse Corporation's purpose, as well as the value of "customer-centricity" that we cherish, our primary focus is on providing value tailored to our customers' life stages through marketing communications.
Furthermore, we will comply with relevant laws and regulations in each country, and apply this policy, which is based on the International Chamber of Commerce's "ICC Advertising and Marketing Communications Code," an international standard, to all our marketing communications, ensuring responsible marketing communications. We will pay particular attention to children.

1. Appropriate expression tailored to the customer.

In our marketing communications, we prioritize providing our customers with the necessary information at the right time, tailored to their life stage and lifestyle.
The information we provide is intended to support our customers' growth and problem-solving, and we will not excessively promote products or services or use language that exacerbates anxiety. We will comply with relevant laws and regulations and use appropriate, easy-to-understand language and displays that do not mislead our customers.

2. Providing reliable information

To ensure our customers are satisfied and can use our products and services with peace of mind, we always provide reliable information based on sufficient objective evidence.

3. Pursuit of Safety and Security

To ensure that our customers can use our products and services safely and with peace of mind, we comply with all laws and regulations regarding the safety of our products and services, and we provide appropriate explanations and warnings.

4. Respect for diversity

We communicate with all our customers with consideration, regardless of differences in race, ethnicity, nationality, religion, beliefs, place of origin, gender, age, disability, LGBTQ+ status, etc. We do not use discriminatory or offensive language.

5. Fair conduct

We will not engage in any actions that damage the reputation of other companies by making false statements about their products or services to our customers or business partners. Furthermore, we will not engage in any actions that infringe upon the rights of third parties.

6. Protection of personal information and privacy

We consider ensuring the security of information to be one of our top priorities. We comply with laws and regulations concerning information security and privacy protection, and we have established an information security and personal information protection policy. We are committed to maintaining and improving our information security and personal information protection management.

7. Consideration for children

We support children's growth through our products and services. Therefore, in our marketing communications for children, we provide appropriate and easy-to-understand information tailored to the age group, developmental stage, and experience level of the target children. We strive to ensure that children can understand the information correctly and eliminate any expressions that may lead to misunderstanding or misinterpretation.

8. Consideration for parents/guardians

In marketing communications for products and services aimed at children, we respect the role of parents and conduct communications that are attentive to their perspectives and feelings.

Promotion system

We have established a system to conduct marketing in accordance with our "marketing policy."

Furthermore, we have established various marketing guidelines tailored to the specific characteristics of each business, and we ensure their thorough implementation. We make sure that every employee involved in the activities is aware of and adheres to these guidelines, and we have also established a consultation service in cooperation with specialized departments to provide verification and guidance based on laws and internal guidelines.

Educational and awareness-raising activities

● Examples of major training and awareness-raising activities

<Benesse Corporation>

Word Day

A general meeting to share and reaffirm marketing and customer communication policies, using specific examples.
(Target: All employees engaged in distance learning programs for children)

Legal training

e-learning on laws and regulations that must be complied with, such as the Premiums and Representations Act and copyright law.
(Target: All employees)