Promoting well-being & ethics

We conduct business responsibly and with integrity, and we expect our suppliers and partners to do the same.

Our values, Bravery, Equality, Appreciation and Trust, build the foundation of our business. They foster an open, inclusive, and engaging culture that aims to inspire employees, audiences, and create long-term business value. We are committed to nurturing our culture and maintaining the highest standards in our behaviour towards each other, our customers and our world.

We are proud to not make any political donations or participate in lobbying activities connected to local, regional or national political campaigns, organisations or specific candidates. All of our regulatory and public affairs work is carried out taking outmost account of relevant EU laws and policies related to transparency, anti-bribery, corruption and corporate compliance in general.

Regulatory and public affairs rules of engagement

Our rules of engagement are applied in all activities we engage in at all levels of the Group. Viaplay Group’s engagement in regulatory and public affairs should reflect the Group’s overall strategic goals, purpose and values. The below principles are respected when representing Viaplay Group in meetings or activities with public officials or otherwise engaging in public affairs on behalf of the Group.

• We engage with policy makers and other stakeholders with transparency, professionalism, and respect for any individual’s private life.
• We approach policy stakeholders through the appropriate communication channels and any activity on social media networks should be conducted in a manner that would be reflective of your face-to-face interaction with your audience.
• We do not ask any personal favors or interfere in practical arrangements for the meeting from the interlocutor. 
• We only use professional networking social media platforms if or when engaging in lobby or regulatory activities or follow up.
• We align and share relevant information and intelligence with colleagues internally before and after engaging in public affairs activities to allow Viaplay Group to ensure consistency in external communication andin follow up activities. 
• We ensure a record is maintained of meetings held with public officials.
• We always adhere to the Group’s Anti-bribery and Corruption Policy when engaging with public officials. 

Largest public and regulatory affairs expenditures 2022 

Responsible productions; ethics, human rights & well-being

We stand by the principles of freedom of expression, editorial independence and responsible content, and follow responsible sourcing and production practices in all markets that we operate in. We help our viewers make informed decisions and always provide on-screen warnings if a series or film contains potentially offensive or violent content. In addition, no adult content is shown on any of our platforms.

Goal: Ensure ethical behaviour, human rights and well-being in all productions through strengthened processes, trainings and third-party audit programme.

Greater privacy & data accessibility for customers

Protection of personal data and respecting the individual’s right to such data is at the forefront of everything we do. Viaplay Group has a dedicated Privacy Team, who exclusively work with ensuring that privacy and data protection is respected throughout all layers of the organisation. 

Goal: Establish Privacy portal on Viaplay for all customers to access and manage their personal data by end of 2026   

Employee well-being & skills development

Our success lies with our people. The passion to inspire each other, the empowerment to be who we are, and the opportunity for everyone to thrive at work is what defines us. To ensure that our employees stay mentally and physically healthy, Viaplay Group proactively engages in promoting well-being, job satisfaction and a healthy work-life balance.

By the end of 2026 we aim to:

• Strengthened ethics & compliance knowledge across the business by implementing Viaplay Group’s business ethics programme
• Achieve and maintain an employee perception of well-being score of 83% in our annual employee survey 
• Have 75 % of all employees' participating in voluntary skills development initiatives 

Ethics, human rights & compliance across business, partners and in supply chain

Viaplay Group’s Supplier Code of Conduct stipulates requirements on human rights, labour rights, the environment, anti-corruption, and data protection and is incorporated into supplier contracts. To ensure the responsible management of existing and new suppliers, the Group engages with suppliers through several processes. In 2022, a new Supplier Code of Conduct will be launched.

Goal: Ensure ethical behaviour and human rights through strengthened ESG due diligence process and screenings for all suppliers and partners by end of 2026.

Our content: Always ethical and responsible

Viaplay Group holds its broadcast licenses and streaming registrations in Sweden, as such all of Viaplay Group’s content is vetted and cleared in adherence to the principles set out in the Radio and Television Act, the ICC Advertising and Marketing Communications Code, the Swedish Marketing Act and the related marketing rules in the Tobacco Act and Alcohol Act.

We stand by the principles of freedom of expression editorial independence and responsible content, and follow responsible sourcing and production practices in all markets that we operate in. We help our viewers make informed decisions by including summary descriptions and age rating information on all Viaplay titles. We always provide on screen warnings if a series or film contains potentially offensive or violent content and parents can set the Viaplay kids' section as a default while controlling access to other content via a pin code.

We are also committed to the ethical marketing of our products and services. We always provide accurate information to our customers without exaggerated claims or content that might be misleading or inappropriate to children or other sensitive groups.