Our Ethical Marketing Policy

Our words must be rooted in action. If we write it, we do it.

World Expeditions Travel Group is committed to marketing our trips honestly, transparently and in a way that reflects our values as a responsible travel company operating since 1975.

Here is how you can expect us to advertise and promote our adventure tours.

Truthful and Accurate

  • Everything we publish is factual and can be evidenced. If we cannot prove it, we do not say it.
  • Trip descriptions, imagery and copy accurately represent what a traveller can expect.
  • Pricing, terms and conditions are always clearly stated.
  • Our Responsible Travel section on every trip page shows how we operate responsibly in each destination.
  • Our annual Impact Report measures and publishes our social and environmental performance, including areas where we are still improving.

No Greenwashing

  • We only make environmental claims we can back with data.
  • We do not use "carbon neutral" language. We focus on genuine emissions reduction, not offsetting.
  • Every trip page displays a Carbon Label showing estimated CO2-e per person, so you can see the footprint of your journey before you travel.
  • Our carbon measurement is independently conducted by ecollective and documented in our Climate Action Plan.

Respectful Imagery and Storytelling

  • We obtain consent before using anyone's image or story in our marketing.
  • We do not use poverty marketing, "saviour" narratives or imagery that exploits local communities.
  • We feature local guides, regional staff and community members as the voices and faces of our destinations.
  • AI-generated imagery is governed by our AI Image Policy. Real photography is always our standard.

 


Cultural Respect

  • We represent destinations and communities with dignity, accuracy and appropriate cultural context.
  • We work with First Nations-led businesses and follow our Reconciliation Action Plan in Australia.
  • We use First Nations place names alongside colonial names in our communications.

Inclusive and Respectful

  • We use inclusive language and diverse representation across all channels, including gender, age, ethnicity and ability.
  • We do not use stereotyping of any kind.
  • All email marketing is permission-based. We comply with GDPR, CCPA and Australian Privacy Principles.
  • We do not use false urgency, manufactured scarcity or manipulative tactics.

Accountable

  • This policy is reviewed every two years and overseen by our Marketing Director and Executive Committee.
  • We align with B Corp Standards V7, ACCC Environmental Claims Guidance, World Animal Protection Standards and Ecotourism Australia accreditation.
Questions about our marketing practices? Contact our Marketing Director via our Sydney office.