Responsible Marketing & Public Relations Policy

1. Purpose and Commitment

At JORO Experiences, responsible and ethical marketing is an extension of our responsibility as a purpose-driven travel company. This policy ensures that all communications - digital, written, visual, and experiential - are honest, respectful, culturally sensitive, and aligned with our environmental and social commitments.

2. Our Principles

Precise & Evidence-Based Claims

We only make environmental and social claims that are accurate, specific, and backed by reliable evidence. We do not exaggerate or use misleading sustainability language.

Truthful & Transparent Communication

We communicate openly about the impact of our trips, the positive and the areas we are working to improve. We reject greenwashing, purpose-washing, and community-washing.

Ethical Storytelling

We represent cultures, communities, and ecosystems with dignity and accuracy. We avoid stereotypes, sensationalism, and exploitative narratives, and seek input from local partners when telling their stories.

3. How We Communicate

Respect & Honesty We set realistic expectations and never oversell our trips. All imagery, stories, and descriptions reflect real experiences.

Accountability If something goes wrong, we own it. We communicate clearly and resolve issues fairly.

Responsible Growth We grow our community through ethical practices. We do not use fabricated reviews, intrusive advertising or purchased follower lists.

Data Responsibility We contact only those who have opted in, provide clear unsubscribe options, and comply with GDPR.

Inclusive Language All guest-facing content follows our Inclusive Language Guide to ensure clarity, respect, and representation.

No AI-Generated Creative Content All copy, imagery, video, and storytelling are created by JORO staff or trusted partners to ensure accuracy, cultural respect, and alignment with our values.

4. Digital & Email Practices

We use permission-based email marketing.

We label sponsored content clearly.

We avoid clickbait and manipulative framing.

We build SEO and links organically and  never purchase backlinks.

We Welcome Dialogue

If you have feedback about our communications or how we represent people and places, we’d be happy hear from you. Contact: feedback@joro.co.uk

Document status:

Approved by: JORO’S Executive Team in August 2026

Version: 1.0

Next review: August2027.

The fine print

What This Means for Us

  • We remove barriers where we can and act fairly in our decisions.
  • We ensure equal access to opportunities and progression.
  • We welcome a range of backgrounds, perspectives, and lived experiences.
  • We foster a culture where people feel safe, respected, and able to contribute.

How We Put This Into Practice

  • Fair hiring and pay.
  • Inclusive workplace culture.
  • Ethical and responsible partnerships.

We’re a small team, and committed to listening, staying curious, and taking continuous steps forward. That means evolving our practices, investing in learning, and making space for honest conversations that lead to meaningful change.

Our leadership team reviews this commitment annually as part of our B Corp governance commitment.

Document status:

Approved by: JORO’S Executive Team in August 2026

Version: 1.0

Next review: August 2027

Contact: feedback@joro.co.uk