Our Commitment

We are committed to acting responsibly and with integrity in everything 
we do. Here you can read about the principles that guide how we work 
and the standards we expect from those we work with.

At Naty, how we care matters. From the products we make to the choices we explain and the way we work with people. We aim to communicate honestly, treat people with respect and make decisions based on evidence.  

We are working to strengthen how we measure, improve and share our impacts, and we will be clear about both progress and areas where more work is needed. 

Responsible Marketing and Public Relations

We aim to make accurate, clear and substantiated statements about our products and our social and environmental impacts. We check that our claims are supported by relevant evidence, explain what certifications and product attributes do and do not cover, and avoid broad claims that could give a misleading impression. 

Where information changes or we identify an error, we aim to correct it promptly. We believe that clear, evidence-based communication helps people make informed decisions. 

Inclusive and Respectful Communication

We aim to represent people respectfully and avoid stereotypes in our words, images and stories. We recognise that families, bodies and experiences differ, and we seek to communicate in ways that are inclusive, considerate and relevant to the people we serve. 

We aim to use clear, accessible language and to obtain appropriate consent before using people’s stories, images or quotations. We continually seek to improve how we communicate with and represent different people and communities. 

Ethical Content and Privacy

We aim to use customer stories, reviews, images and other content honestly and responsibly. We do not knowingly use fabricated testimonials or fake engagement, and we aim to ensure that paid partnerships and other material relationships are disclosed as required. 

Naty does not enter into marketing collaborations with individuals under the age of 18, including influencers, ambassadors and other content creators. Children may appear as models in marketing content only where a parent or legal guardian has provided prior written consent. We take particular care when children appear in our marketing, given our category and the trust parents place in us.

We handle personal information in line with our privacy notice Privacy policy – NatyAB and applicable data-protection requirements. We respect people’s privacy, permissions and preferences when creating and sharing content.

Accessibility

We want as many people as possible to be able to use naty.com and access the information we share, regardless of ability, device or how they navigate the web. 

We aim to make our website clear and easy to use, with readable content, meaningful image descriptions, sufficient contrast and navigation that supports different ways of interacting with digital content, including keyboard navigation and assistive technologies. 

Accessibility is an ongoing process. We aim to identify barriers, prioritise improvements and review our website as it develops. If you experience an accessibility issue or have a suggestion for improvement, please contact us at Submit a request – Naty. Your feedback will help us understand barriers and prioritise improvements. 

Our Climate and Environmental Work

We recognise that environmental impacts require evidence, prioritisation and ongoing improvement. We are working to understand the impacts relevant to our business and identify practical actions that can make a meaningful difference. 

We aim to communicate specific, substantiated information about our products and environmental work, rather than making broad claims that go beyond the available evidence. As our work develops, we will seek to share relevant progress, targets and learnings transparently. 

Working with Others

We recognise that many social and environmental challenges require collaboration. We are exploring practical ways to share knowledge, learn with stakeholders and contribute to improvements beyond our own operations. 

Where we participate in initiatives or collaborative projects, we aim to be clear about our role, contribution and any outcomes. We believe that sharing knowledge and working together can help advance positive change across our industry and value chain. 

Responsible lobbying and public policy engagement

We believe that businesses should engage responsibly and transparently in public policy discussions that affect people and the environment. 

If we take part in lobbying, advocacy or other efforts to influence public policy, we aim to do so honestly, openly and in pursuit of positive social or environmental outcomes. Our positions should be based on relevant evidence and aligned with recognised social and environmental goals. 

We are committed to: 

  • Acting with integrity: engaging truthfully and respectfully with policymakers and other stakeholders, and avoiding misleading statements or improper influence. 
  • Being transparent: being clear about who we represent, the interests behind our positions and our role in any advocacy or lobbying activity. 
  • Supporting positive outcomes: engaging on policy issues where we can make a meaningful contribution to improving outcomes for people or the environment. 
  • Taking responsibility for our positions: ensuring that our public statements and policy positions are consistent with our stated values and commitments. 
  • Working constructively: seeking opportunities to contribute evidence, expertise and practical perspectives to policy discussions and collaborative initiatives. 

Where we participate in industry associations or other collective initiatives, we aim to understand their relevant policy positions and raise concerns if their advocacy is inconsistent with our commitments 

Progress and Accountability

These commitments guide our work and are intended to evolve as our practices develop. We aim to review our approach regularly, learn from feedback and take action where improvements are needed. 

If you have a general question or concern about our products, communications, or practices, please contact us at through our Naty Contact From: Submit a request – Naty. We will review relevant concerns and use them to help improve our approach. 

For concerns relating to misconduct, human rights, discrimination, health and safety or other ethical issues, employees and external stakeholders can use Humble Group’s confidential Speak Up platform (humblegroup | Home) and will be treated in accordance with Humble Group Speak Up Policy (Speak Up Policy - Humble Group AB.pdf). 

 

Last updated: November 2026