Ethical Principles and Standards of Conduct
Ethical Principles and Standards of Conduct
Ethical Principles and Standards of Conduct
Purpose and Scope
At Forte Advice, our strength lies in integrating communication disciplines to create coherent, impactful solutions for clients facing complex challenges. Our ambition is to help our clients succeed while contributing positively to an open and democratic society - where fairness, transparency, and accountability guide all communication.
These Ethical Principles and Standards of Conduct ensure that our work always meets the highest professional and ethical standards.
Purpose and Scope
At Forte Advice, our strength lies in integrating communication disciplines to create coherent, impactful solutions for clients facing complex challenges. Our ambition is to help our clients succeed while contributing positively to an open and democratic society - where fairness, transparency, and accountability guide all communication.
These Ethical Principles and Standards of Conduct ensure that our work always meets the highest professional and ethical standards.
Purpose and Scope
At Forte Advice, our strength lies in integrating communication disciplines to create coherent, impactful solutions for clients facing complex challenges. Our ambition is to help our clients succeed while contributing positively to an open and democratic society - where fairness, transparency, and accountability guide all communication.
These Ethical Principles and Standards of Conduct ensure that our work always meets the highest professional and ethical standards.
Human Rights Commitment
We respect all internationally recognised human rights as set out in the UN Universal Declaration of Human Rights and the UN Guiding Principles on Business and Human Rights. We operate in a low-risk sector but are committed to ensuring that our business practices, workplace, and partnerships uphold respect, fairness, and integrity.
Human Rights Commitment
We respect all internationally recognised human rights as set out in the UN Universal Declaration of Human Rights and the UN Guiding Principles on Business and Human Rights. We operate in a low-risk sector but are committed to ensuring that our business practices, workplace, and partnerships uphold respect, fairness, and integrity.
Human Rights Commitment
We respect all internationally recognised human rights as set out in the UN Universal Declaration of Human Rights and the UN Guiding Principles on Business and Human Rights. We operate in a low-risk sector but are committed to ensuring that our business practices, workplace, and partnerships uphold respect, fairness, and integrity.
Our principles build on the ethical codes of our industry organisations and are structured into five core areas.
Our principles build on the ethical codes of our industry organisations and are structured into five core areas.
Our principles build on the ethical codes of our industry organisations and are structured into five core areas.
1. Openness
We work in a fast-moving media environment where trust depends on transparency and truth.
We always disclose which client we represent when contacting media or stakeholders. We ensure that the knowledge and content we share is reliable, accurate, and fact-checkable.
We protect all confidential information responsibly and limit access only when legitimate and necessary.
Our methods and solutions must always be explainable and defensible publicly.
Behavioural design and digital communication must support informed choices, not manipulation.
1. Openness
We work in a fast-moving media environment where trust depends on transparency and truth.
We always disclose which client we represent when contacting media or stakeholders. We ensure that the knowledge and content we share is reliable, accurate, and fact-checkable.
We protect all confidential information responsibly and limit access only when legitimate and necessary.
Our methods and solutions must always be explainable and defensible publicly.
Behavioural design and digital communication must support informed choices, not manipulation.
We work in a fast-moving media environment where trust depends on transparency and truth.
We always disclose which client we represent when contacting media or stakeholders. We ensure that the knowledge and content we share is reliable, accurate, and fact-checkable.
We protect all confidential information responsibly and limit access only when legitimate and necessary.
Our methods and solutions must always be explainable and defensible publicly.
Behavioural design and digital communication must support informed choices, not manipulation.
2. Impartiality
We act with independence and fairness in every client relationship.
We never represent directly opposing interests in the same issue or market.
If impartiality could be questioned, we proactively assess and adjust or decline assignments.
Sensitive knowledge from one client must never flow to another.
Employees can decline to work on projects they cannot ethically or professionally support.
We protect all personal and client data with robust security systems and continuous training.
We do not provide financial incentives to influence decisions.
Gifts or benefits exceeding DKK 500 require prior approval from the Risk Manager.
2. Impartiality
We act with independence and fairness in every client relationship.
We never represent directly opposing interests in the same issue or market.
If impartiality could be questioned, we proactively assess and adjust or decline assignments.
Sensitive knowledge from one client must never flow to another.
Employees can decline to work on projects they cannot ethically or professionally support.
We protect all personal and client data with robust security systems and continuous training.
We do not provide financial incentives to influence decisions.
Gifts or benefits exceeding DKK 500 require prior approval from the Risk Manager.
We act with independence and fairness in every client relationship.
We never represent directly opposing interests in the same issue or market.
If impartiality could be questioned, we proactively assess and adjust or decline assignments.
Sensitive knowledge from one client must never flow to another.
Employees can decline to work on projects they cannot ethically or professionally support.
We protect all personal and client data with robust security systems and continuous training.
We do not provide financial incentives to influence decisions.
Gifts or benefits exceeding DKK 500 require prior approval from the Risk Manager.
3. Knowledge of laws and rules
We are committed to acting in full compliance with all relevant laws and regulations.
We stay informed about legislation within communication, lobbying, marketing, and data protection.
Together with clients, we identify and clarify which specific rules apply to each project.
Any doubts about legality or ethics must be raised with a manager or the Risk Manager.
Ethical dilemmas can also be reported anonymously via the whistleblower scheme.
If we become aware of legal breaches by a client, we escalate to management and seek correction or report to authorities if required.
3. Knowledge of laws and rules
We are committed to acting in full compliance with all relevant laws and regulations.
We stay informed about legislation within communication, lobbying, marketing, and data protection.
Together with clients, we identify and clarify which specific rules apply to each project.
Any doubts about legality or ethics must be raised with a manager or the Risk Manager.
Ethical dilemmas can also be reported anonymously via the whistleblower scheme.
If we become aware of legal breaches by a client, we escalate to management and seek correction or report to authorities if required.
We are committed to acting in full compliance with all relevant laws and regulations.
We stay informed about legislation within communication, lobbying, marketing, and data protection.
Together with clients, we identify and clarify which specific rules apply to each project.
Any doubts about legality or ethics must be raised with a manager or the Risk Manager.
Ethical dilemmas can also be reported anonymously via the whistleblower scheme.
If we become aware of legal breaches by a client, we escalate to management and seek correction or report to authorities if required.
4. Good Consulting Practice
We act with professionalism, honesty, and respect in everything we do.
Our advice is transparent about risks and based on sound evidence and judgement.
All written and verbal communication must be professional and able to withstand external scrutiny.
We deliver on our promises and speak up if deadlines or standards cannot be met.
We collaborate openly, give constructive feedback, and recognise achievements.
We avoid payment models that compromise independence (“no cure, no pay”).
Performance-based fees above 10% of project value require approval from the Risk Manager.
No employees receive individual sales-based bonuses.
We only accept assignments for which we are professionally qualified.
4. Good Consulting Practice
We act with professionalism, honesty, and respect in everything we do.
Our advice is transparent about risks and based on sound evidence and judgement.
All written and verbal communication must be professional and able to withstand external scrutiny.
We deliver on our promises and speak up if deadlines or standards cannot be met.
We collaborate openly, give constructive feedback, and recognise achievements.
We avoid payment models that compromise independence (“no cure, no pay”).
Performance-based fees above 10% of project value require approval from the Risk Manager.
No employees receive individual sales-based bonuses.
We only accept assignments for which we are professionally qualified.
We act with professionalism, honesty, and respect in everything we do.
Our advice is transparent about risks and based on sound evidence and judgement.
All written and verbal communication must be professional and able to withstand external scrutiny.
We deliver on our promises and speak up if deadlines or standards cannot be met.
We collaborate openly, give constructive feedback, and recognise achievements.
We avoid payment models that compromise independence (“no cure, no pay”).
Performance-based fees above 10% of project value require approval from the Risk Manager.
No employees receive individual sales-based bonuses.
We only accept assignments for which we are professionally qualified.
Updated October 2025
Our ethics policy was updated in October 2025 to reflect our continued commitment to integrity, transparency, and responsible advisory practices.
Please use our whistleblower scheme if you experience advisory behaviour that violates our guidelines.
Wistleblower
Updated October 2025
Our ethics policy was updated in October 2025 to reflect our continued commitment to integrity, transparency, and responsible advisory practices.
Please use our whistleblower scheme if you experience advisory behaviour that violates our guidelines.
Wistleblower
Updated October 2025
Our ethics policy was updated in October 2025 to reflect our continued commitment to integrity, transparency, and responsible advisory practices.
Please use our whistleblower scheme if you experience advisory behaviour that violates our guidelines.
Wistleblower
Internal Procedures and Governance
To ensure compliance with these principles:
Management ensures that all employees are trained and apply these standards in daily work.
New employees are introduced to the guidelines within their first six months.
All new clients undergo a written ethics, risk, and competence assessment, repeated at least every two years or when relationships change.
The Risk Manager acts as an independent authority on ethics and risk matters.
Subcontractors and freelancers must sign agreements committing to our ethical standards.
Our whistleblower scheme allows employees, clients, and partners to report concerns anonymously.
Internal Procedures and Governance
To ensure compliance with these principles:
Management ensures that all employees are trained and apply these standards in daily work.
New employees are introduced to the guidelines within their first six months.
All new clients undergo a written ethics, risk, and competence assessment, repeated at least every two years or when relationships change.
The Risk Manager acts as an independent authority on ethics and risk matters.
Subcontractors and freelancers must sign agreements committing to our ethical standards.
Our whistleblower scheme allows employees, clients, and partners to report concerns anonymously.
Internal Procedures and Governance
To ensure compliance with these principles:
Management ensures that all employees are trained and apply these standards in daily work.
New employees are introduced to the guidelines within their first six months.
All new clients undergo a written ethics, risk, and competence assessment, repeated at least every two years or when relationships change.
The Risk Manager acts as an independent authority on ethics and risk matters.
Subcontractors and freelancers must sign agreements committing to our ethical standards.
Our whistleblower scheme allows employees, clients, and partners to report concerns anonymously.
Kontakt os
Anja Agerbo Thomsen
Chief Operating Officer
Kontakt os
Anja Agerbo Thomsen
Chief Operating Officer
Kontakt os
Anja Agerbo Thomsen
Chief Operating Officer
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