Telefónica's commitment to ethics and integrity is key for our transformation process.
Our ethical code, called Business Principles helps us to act with integrity, commitment and transparency. So we actualize our vision and can be sustainable over time thanks to the strength of our relationships based on trust and legitimacy.
These principles guide and direct our professionals in their daily work, both in decision-making and their behaviour, as well as the way they interact with customers, suppliers, shareholders, employees and society in general. It is the responsibility of each and every one of our professionals to adhere to these principles and to communicate any non-fulfilment. We also expect our partners and suppliers to comply with similar principles.
Responsible Business Office
The Business Office promotes its outreach and implementation. In Telefónica, we have a global Office and Business Principles Offices in the our main markets.
In this Office, the following areas are represented by the Human Resources, Internal Audit, General Secretary, Chief Commercial Development Officer, Purchasing, Operations, Compliance and the Global Corporate Ethics and Sustainability departments, permanently, being able to participate in a specific way other areas when the matter treated is directly related to their function.
One of Telefónica’s priorities is that our employees should know the spirit and the content of the Business Principles. In fact, we consider this to be the foundation on which to construct a culture in which our professionals understand what is expected from them and what their responsibilities are from the point of view of ethics and integrity. All of them have access, through their respective intranets, to the principles website, with information related to the code of ethics and the mechanisms which ensure its fulfilment.
Within the training plans there is a global online activity about our Business Principles, , which can be done through mobile phone, anytime and anywhere. Through a number of scenarios, it explains the importance for a company to have ethical guidelines, the responsibilities as professionals with regard to their fulfilment and channels where they can ask any questions, raise doubts or report possible contraventions. In addition, at Telefónica we carry out face-to-face activities to address certain ethical principles in greater depth, insisting on their applicability.
The 94% of the company's staff has passed the Responsible Business Principles course and our goal is to reach 100%
In line with our Business Principles and as an information and communication technology company, we promote freedom of expression, pluralism, diversity and are committed to inclusion, education and truthful information.
As a company dedicated not only to facilitating communication, but also to generating cultural, sporting, advertising and entertainment and other content that could have an impact and influence over society, we assume the responsibility of promoting responsible, ethical and quality communication through our Responsible Communications Policy.
With regard to our advertising messages and our sponsorships, we have included a number of guidelines, also in the contracts with the advertising agencies or media with which we work. These include that:
- Do not take advantage of the good faith of the consumer.
- Do not compromise people's dignity.
- Do not include messages or images promoting alcohol consumption, smoking, drug-taking, eating disorders or terrorism.
- Never incite hatred, violence or discrimination, based on race, nationality,religion, gender or sexual orientation; we promote the use of a neutral and non-sexist language.
- Do not incite to the commission of illegal behaviour or behaviour that harmsthe environment.
- Do not take advantage of children's naivety.
We are aware of the importance of being transparent to our customers on the potential use of targeted advertising, with new technologies being applied in advertising. At Telefónica, however, targeted advertising is currently used only in a limited way, and, if so, always respecting our Responsible Communication Policy in terms of content and our global/local Privacy Policies in terms of data protection.
In addition, it may be that we anonymize and aggregate our customers' data. Once fully anonymized, we analyze the anonymous data sets to generate information and statistical data ("insights") that we can use in the field of advertising to help agencies better plan their marketing and advertising campaigns.
We do not share the anonymous data sets with any of these entities, but only the insights. These never contain individualized information linked to natural persons, but only anonymous and highly aggregated statistical data, which prevents re-identification and therefore does not generate risk for the privacy of the data subjects.
Our anonymization processes have been exhaustively analyzed to comply with current privacy and data protection regulations and are constantly tested and monitored for continuous improvement.
Our principles in our daily life
We bring the Principles to our employees so that they can perceive them as their own and apply them in their day to day.
To implement the Principles, we have new global privacy policies, responsible communication; security, health and well-being, and ethical guidelines of Artificial Intelligence
Help and complaints
In Telefónica we have a channel that gives all employees the possibility of asking questions, seeking advice and raising issues, personally and anonymously, regarding compliance with the Business Principles and the associated regulations.
Available to our professionals on the Intranet, the channel has functioning regulations by the Business Principles Office.
Thus, all the communications received are treated in accordance with the principles of respect, confidentiality, thoroughness and substantiation. In cases in which an irregularity is identified, the Audit and Control Committee, dependent on the Board of Directors, is informed.