giffgaff’s Responsible Marketing Manifesto

At giffgaff, we’re always looking to do things better. Better mobile, better broadband, and better business practices. AKA, Doing More of the Right Thing.

Doing our best for our members, our colleagues, our community, and the environment is at the top of our priority list (we are a B Corp, after all).

We want to make sure we’re holding ourselves accountable in every part of our business, starting with spreading the word about giffgaff the right way with responsible marketing and advertising.

So without further ado, here’s how we’ve done exactly that.

Why is responsible marketing so important?

As a business, we use marketing and advertising to encourage more people to get connected and join our wondrous community. That brilliant ad you saw during the soaps? That’s us. Probably.

We know that marketing and advertising gives us a loud voice (like a giant megaphone), so we want to use it in a way that represents who we are and what we believe in. With great power comes great responsibility, after all.

But how, you ask? Well, that’s where our Manifesto comes in.

Our Responsible Marketing Manifesto

What is it?

In 2024, we created our Responsible Marketing Manifesto: a set of principles for getting our message out there.

It was our starting point. It was a promise that

• the ads we make
• the content we create
• and the places and platforms they appear on

were doing good for people and the planet. Its main goal was to help others along the journey and potentially fast-track any learnings. And it did the job wonderfully.

And for 2025, we’ve made it even better.

Our Responsible Marketing Manifesto 2.0

Sustainability, inclusion and doing the right thing are a serious business.

The latest iteration of our Responsible Marketing Manifesto outlines exactly how we’ll continue advertising responsibly so that people and planet remain at the heart of our decision-making.

It’ll also make sure all our colleagues and partners understand our key values and how we’ll translate them through action. We want to walk the walk, not just talk the talk.

And to prove it, this year’s Manifesto gives examples of how we’ve done this and how we’ll keep holding ourselves accountable.

The Manifesto focuses on 3 key areas we want to lead on:

1. Sustainability: Reducing our advertising emissions and encouraging sustainable behaviours
2. Inclusion: Driving greater representation, fighting inequality and removing bias in our communications
3. Doing more of the right thing: Tackling misinformation, funding positive spaces and prioritising digital inclusion

Pretty cool, right?

See for yourself

Our Manifesto is open to everyone, so if you fancy learning more about how we’re driving change in marketing, take a peek. It’s a great read.