泸州老窖负责任营销政策（Luzhou Laojiao Co., Ltd. Responsible Marketing Policy）
泸州老窖股份有限公司（以下简称“泸州老窖”或“公司”）承诺以诚信、责任、可持续为核心原则，通过合法合规的营销实践传递品牌价值，坚守品质初心，践行社会责任。
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
本政策旨在规范公司营销行为，确保所有营销活动符合国家法律法规、行业规范及商业道德标准，维护消费者权益，促进市场公平竞争。
1. Purpose
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 适用范围
本政策适用于公司所有职能部门及子公司的全体员工，覆盖泸州老窖全系产品的营销活动。
2. Scope of Application
This policy applies to all employees of the Company’s functional departments and subsidiaries, covering marketing activities for all Luzhou Laojiao’s products.
3 遵守的法律法规
泸州老窖承诺严格遵守涉及营销实践相关的法律法规及行业规范。我们以《中华人民共和国民法典》为基本准则，在宣传活动中，严格遵循《中华人民共和国广告法》《中华人民共和国产品质量法》《中华人民共和国商标法》《中华人民共和国消费者权益保护法》，落实产品责任，规范商标等宣传材料的使用与管理，切实维护消费者权益；全面遵守《中华人民共和国反不正当竞争法》《中华人民共和国个人信息保护法》，营造公平有序的市场环境；严格执行《中华人民共和国专利法》《中华人民共和国著作权法》，防范知识产权侵权风险。公司遵守所有涉及营销实践相关的法律法规（包括但不限于上述政策），持续推动合规经营，践行企业责任。
3. Laws and Regulations to Comply With
Luzhou Laojiao undertakes to strictly comply with the laws, regulations and industry standards governing marketing practices. Guided by the Civil Code of the People's Republic of China, we strictly abide by the Advertising Law of the People's Republic of China, the Product Quality Law of the People's Republic of China, the Trademark Law of the People's Republic of China and the Consumer Rights Protection Law of the People's Republic of China in promotional activities. We fulfill product liability, regulate the use and management of trademarks and other promotional materials, and effectively protect consumers’ rights and interests.
We fully comply with the Anti-Unfair Competition Law of the People's Republic of China and the Personal Information Protection Law of the People's Republic of China to foster a fair and orderly market environment. We also strictly implement the Patent Law of the People's Republic of China and the Copyright Law of the People's Republic of China to prevent risks related to intellectual property infringement.
The Company complies with all applicable laws and regulations related to marketing practices, including but not limited to the aforementioned provisions, continuously promotes compliant operations, and fulfills its corporate responsibilities.
4 政策内容
4 Policy Content
4.1负责任营销承诺
l 真实透明：所有营销宣传须基于事实，严禁虚报产品特性、功效、价格或服务承诺，杜绝夸大、误导性表述；
l 公平竞争：尊重市场竞争规则，禁止诋毁竞争对手或进行不正当比较宣传；
l 理性引导：倡导理性饮酒理念，避免诱导过度消费，尤其针对青少年、儿童及弱势群体，营销内容须符合社会公序良俗；
l 隐私保护：严格保护客户和消费者隐私安全，未经消费者明确授权，不得收集、使用或泄露其个人信息；
l 消费者教育：鼓励开展消费者教育活动，引导消费者作出理智的购买决策和进行负责任消费。
l 审核检查: 所有营销政策、广告及营销活动物料，在发布或实施前，必须作为前置流程，提交至指定部门审核，并获得授权管理人员批准，以确保其内容准确、合法合规。
4.1 Responsible Marketing Commitments
l Truthfulness and transparency: All marketing and promotional materials must be fact-based. False claims regarding product features, efficacy, pricing or service commitments are strictly prohibited, and exaggerated or misleading statements shall be eliminated.
l Fair competition: Market competition rules shall be respected. Defamation of competitors or unfair comparative advertising is prohibited.
l Rational guidance: The concept of responsible drinking shall be promoted to avoid inducing excessive consumption. Marketing content targeting teenagers, children and vulnerable groups in particular must conform to public order and good morals.
l Privacy protection: The privacy and data security of customers and consumers shall be strictly protected. Personal information shall not be collected, used or disclosed without the explicit consent of consumers.
l Consumer education: Consumer education activities are encouraged to help consumers make rational purchasing decisions and practice responsible consumption.
l Review and inspection: As a prerequisite process, all marketing policies, advertisements and campaign materials must be submitted to designated departments for review and approved by authorized management prior to release or implementation, so as to ensure accuracy, legality and compliance.
4.2 负责任营销审计
l 内部审计：每年开展负责任营销专项审计，评估政策执行效果，及时整改问题，并披露审计结果；
l 审核机制：所有广告、宣传物料、产品标签及包装设计须经合规部门审核，确保内容准确、合规，并保留审核记录备查。
4.2 Responsible Marketing Audit
l Internal Audit: A special audit on responsible marketing shall be conducted annually to evaluate the implementation effect of the policy, rectify problems in a timely manner, and disclose the audit results.
l Review Mechanism: All advertisements, promotional materials, product labels and packaging designs must be reviewed by the compliance department to ensure accuracy and compliance, with review records retained for future reference.
4.3 负责任营销培训
l 员工培训：每年至少一次面向全体员工开展负责任营销培训，包括消费者保护相关法律法规培训，强化员工合规意识，提升营销人员专业素养。
l 经销商培训：对经销商体系进行专项赋能，系统提升其合规经营与专业服务能力，共同推动负责任营销的有效落地。
4.3 Responsible Marketing Training
l Employee Training: Responsible marketing training shall be provided to all employees at least once a year, including training on relevant laws and consumer protection acts in its home market, to strengthen their compliance awareness and improve the professional competence of marketing personnel.
l Distributor Training: Special capability-building programs shall be delivered to the distributor system to systematically enhance their ability in compliant operation and professional services, so as to jointly promote the effective implementation of responsible marketing.
4.4 举报与问责
l 举报渠道：设立多元化举报机制（如热线、邮箱、线上平台），鼓励员工、消费者及合作伙伴举报违规行为；
l 调查处理：对举报事项依规调查，严肃处理违规责任人，并采取补救措施消除负面影响。
4.4 Reporting and Accountability
l Reporting Channels: A diversified reporting mechanism is established (including hotline, email, online platforms) to encourage employees, consumers and partners to report violations.
l Investigation and Handling: Reported matters shall be investigated in accordance with regulations, responsible violators shall be held seriously accountable, and remedial measures shall be taken to eliminate negative impacts.
5. 修订与审阅
公司将定期审阅本政策，并在必要时进行修订。
5. Revision and Review
The Company shall review this policy on a regular basis and revise it when necessary.