Ethical Guidance for the Communications Team

With respect for all involved – Tonies always keeps an eye on the bigger Tonie picture and
focuses on the long-term effects of our actions. We care about what we do and protect our
reputation and values. We respect our partners and cooperate as equals, no matter whether in
formal or informal business situations.

Safety first – The safety and health of all tonies is as important to us as the quality of our
products and services. All Tonies must take good care of and promote safety and health in our
workplace and follow the respective requirements. Crisis management should never endanger
any of our publics.

Transparency – tonies aspires to operate transparently both internally and externally.

Accountability – tonies will take responsibility for its actions and expects its employees to do
the same. No company is immune to a crisis. To establish the customer’s trust, accountability is
vital to creating a successful product. Employees who feel responsible for the success of the
company will be more likely to reflect on their decisions and behaviors. Part of this is our
Whistleblowing system that ensures fair play at tonies.

Team-oriented - We are a team at tonies which means that we face and solve crises together.
tonies does not only act in the interest of the company but also in the interest of its employees.

Embrace diversity – We aspire to treat anyone equally, regardless of gender, gender identity or
expression, age, skin color, culture, race, ethnic origin, sexual identity, disability, religion, or
worldview. The way we address the crisis, and anyone involved demands the same aspirations. 

Vision-focused – It is tonies’ vision to bring its products to children worldwide. Any decisions
made should be dedicated to this mission.  
Legal Guidance for the Communications Team
Libel or Slander:

1. Libel: refers to false or damaging information about an individual citizen in written

communication.
2. Slander: refers to false or damaging information about an individual citizen in spoken
communication.

Media Law:

1. First Amendment: The media has a constitutional right to acquire information from any
source by lawful means. They are not however granted constitutional protections for special
access.  
2. Case law tells us that the media do not have the right to:
1. special access to crime scenes, disaster scenes, police stations, hospital labs and other
places consistently restricted to public access
2. The media’s access may be restricted if it interferes with legitimate law enforcement
actions.
3. The media can have access to what is available and open to the public, historically.
3. Media’s right to publication: Once the media obtain information the ability to restrict the
publication of that information is severely limited. It requires a heavy burden to prevent or
prohibit publication.
4. Assisting the media: The media have the right to access what the public has a right to,
nothing more. If you invite the public onto private property, without permission by the
owner, you could be inviting civil liability.
5. Employees access to the media: Freedom of speech is constitutionally protected, if public
value outweighs detrimental impact. However, the employee may be legally bound to an
NDA before choosing to go public with his or her information.  
6. Right to know versus need to know: The public’s right to know is not strictly a legal
concept supported by the Constitution or an act of Congress. Instead, it is a concept promoted
by officials in all branches of our government as the proper approach to the disclosure of
information because the government depends on the support of those it governs.

Trademark and Copyright Law:

1. Intellectual property (IP): permission from the owner of the original IP is required by law. 
In order to avoid legal challenges Tonies must obtain permissions of all outside organizations
trademarked material prior to use in communications products.  
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