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Advertising Ethics Policy


BMC’s Advertising Ethics Policy is rooted in our existing mission to respect, protect and fulfill human rights and fundamental freedoms. This policy sets forth a commitment to comply with relevant laws and regulations in regards to advertising and sponsorship in adherence with the International Chamber of Commerce’s Code of Advertising and Marketing.

BMC’s business success depends on our ability to build trusted relationships—with each other, as well as with our customers, suppliers, governments, and communities. BMC is active in supporting charitable programs, humanitarian efforts, and sustainable projects that advance digital literacy, digital interventions, and technological equity in alignment with the United Nations’ Sustainable Development Goals.

Scope and Compliance

This policy is applicable to all officers, directors, employees, suppliers, and affiliates of BMC Software. Failure to comply with the policy, including not reporting actual or suspected violations of which you are aware, may result in disciplinary action, including but not limited to termination of employment. 

Employees are required to comply with this policy as described in the Overview of Corporate Policies.


  • American Convention on Human Rights: an international human rights instrument adopted by many countries in the Western Hemisphere 
  • Charter of Fundamental Rights of the European Union: A charter that enshrines certain political, social, and economic rights for European Union citizens and residents into EU law
  • Convention on the Elimination of All Forms of Discrimination Against Women: An international human rights treaty that specifically addresses the rights of women. It calls on States Parties to take measures to eliminate discrimination against women in all areas of life, including political participation, employment, education, healthcare, and family structure 
  • Convention on the Rights of Persons with Disabilities: An international human rights treaty of the United Nations intended to protect the rights and dignity of persons with disabilities 
  • Convention on the Rights of the Child: An international human rights treaty which sets out the civil, political, economic, social, health and cultural rights of children
  • Corporate Social Responsibilities: Priorities that increasingly inform the ways in which we serve the communities where we live and work
  • Eight Core International Labor Organization Conventions: Eight conventions by the International Labor Organization that are considered to be fundamental principles and rights at work: freedom of association and the effective recognition of the right to collective bargaining; the elimination of all forms of forced or compulsory labour; the effective abolition of child labour; and the elimination of discrimination in respect of employment and occupation
  • International Chamber of Commerce’s Code of Advertising and Marketing: A code of guidelines for responsible marketing developed by experts from various industries intended to protect consumers  
  • International Chamber of Commerce: An international business organization that represents dozens of countries and sectors across the world
  • International Convention on the Elimination of All Forms of Racial Discrimination: A United Nations convention that commits its members to the elimination of racial discrimination and the promotion of understanding among all races
  • International Labor Organization (ILO): a United Nations agency whose mandate is to advance social and economic justice through setting international labour standards
  • United Nations – An intergovernmental organization that aims to maintain international peace and security, and be a centre for harmonizing the actions of nations. 
  • United Nations' Guiding Principles: A set of guidelines for States and companies to prevent, address and remedy human rights abuses committed in business operations. 
  • United Nations' Sustainable Development Goals: A collection of 17 interlinked global goals designed to be a blueprint to achieve a better and more sustainable future for all. The SDGs were set up in 2015 by the United Nations General Assembly and are intended to be achieved by the year 2030
  • Universal Declaration of Human Rights: An international document adopted by the United Nations General Assembly that enshrines the rights and freedoms of all human beings

Policy Statement

BMC proudly shares with International Chamber of Commerce’s mission of making business work for everyone, everywhere. We strive to ensure that our advertising and sponsorship efforts responsibly and effectively champion the global economy. In emphasis of Article 2 of the International Chamber of Commerce’s Code of Advertising and Marketing, Social Responsibility, BMC promotes the United Nation’s vision of improving lives through the promotion of social progress and sustainable development. We strategically leverage BMC employees and a wide range of partnerships and initiatives in correspondence with the United Nations' Sustainable Development Goals and the United Nations' Guiding Principles. These goals and principles have long been aligned with our Corporate Social Responsibility.

To further advance our commitments to ethical practices, we utilize additional international human rights instruments, including the International Convention on the Elimination of All Forms of Racial Discrimination, the Convention on the Rights of the Child, the Convention on the Rights of Persons with Disabilities, the Convention on the Elimination of All Forms of Discrimination Against Women, the Charter of Fundamental Rights of the European Union, and the American Convention on Human Rights.


Comply with the International Chamber of Commerce’s Code of Advertising and Marketing. This includes the basic principles which dictate that marketing communications be legal, honest, and truthful

  • Value diversity and equal opportunity. The BMC approach to diversity is defined by inclusiveness, respect, and fostering a culture that allows each individual to contribute to his or her fullest potential. As set forth in the Equal Employment Policy and the Non-Harassment Policy, BMC does not tolerate any form of harassment, discrimination, or retaliation
  • Marketing communications should not contain any statement that could have the effect of harming any persons, groups, or organizations. 
  • Report transparently on corporate support of and performance on human rights.  
  • Be a responsible corporate citizen. BMC prohibits the use of child labor, physical punishment, or forced or compulsory labor, as well as any other forms of human abuse including human trafficking. 
  • Safeguard intellectual property and confidential information assets in accordance with BMC information security policies, standards, and procedures that follow local / country / international data regulation and compliance requirements. 
  • Ensure a safe workplace. A workplace free of violence, weapons, and other disruptive behavior keeps all employees safe and able to concentrate fully on business. 
  • Promote supplier diversity. BMC’s commitment to diversity extends to those with whom we do business, which is why we support and contract with small businesses, as well as businesses owned by veterans and service-disabled veterans, women, and minorities. 
  • Manage our Environmental Impact. Our approach is centered on the continued implementation of our ISO14001 environmental management system and maintaining our ISO14001:2015 accreditation. 
  • Work toward serving and advancing equity in global communities through the support of social programs.

Roles and Responsibilities

  • Marketing Team is responsible for ensuring BMC’s advertising and brand presence aligns with this policy and must: (a) allocate expenditures, (b) organize activities, (c) monitor related policies, (d) oversee and ensure all external commitments and vendor relationships are in accordance with this and all other BMC policies 
  • BMC Global Procurement, in collaboration with employees, is responsible for sponsoring or managing the project or duties of Third Party vendors and must: (a) ensure that the employer/vendor is aware of these policy requirements, (b) confirm that appropriate language is included in contractual agreements addressing these requirements 
  • BMC Finance, in collaboration with employees, serves as partial oversight for company-wide expenditures and has the discretion to flag and investigate any expense at any time 
  • Managers and Employees are to cooperate with BMC officials to ensure business continuity in alignment with the terms and conditions listed within this and all BMC policies