I’m pleased to say that, based on the websites I study regularly, we’ve reached “peak flag.” In other words, at a high level, companies are now beginning to move away from using flags on their websites within their global gateways.
This is a good thing.
On a personal level, I love flags. But from a usability perspective, flags often cause more problems than they solve.
Companies that have stopped using flags on their websites over the years include:
To name just a few.
And, yes, I’m well aware that Apple still uses flags. I do believe that Apple will drop flags as the risks far outweigh the rewards.
If you are flying the Taiwan flag on your website, consider yourself warned.
As I’ve written many times over the past year, China is paying close attention to how multinationals refer to Taiwan on their websites, not just textually but visually. And this includes the global gateway.
But the fact is, flags are completely unnecessary in global gateways — not just the Taiwan flag but any flag. And now is a very good time to extricate flags from your website.
Flag free means frustration free.
I’ve published a new report that details the many reasons for removing flags from your website; it also includes examples of websites that have gone flag free, including Costco, Google, Sanofi and Siemens.
And let’s suppose this vendor refers to Taiwan as a country and the email goes out to people in China who believe differently, and they happen to be in a position to punish you by blocking your website within China.
According to Skift it was indeed a vendor that led to this misstep. And the CEO, Arne Sorenson, has vowed to make sure it won’t happen again:
“We should have caught it, even though it was provided by a third party, and we didn’t catch it,” Sorenson said. “We moved quickly to fix that mistake and we are moving as quickly as we can to look at all of the stuff we’ve got exposed out there online to customers in China and customers around the world to make sure we are not making similar mistakes in the future.”
This is a lesson that all companies should take to heart. When you hire vendors to communicate with the world on your behalf — you have to audit their work just as closely as you would your own. Because at the end of the day it’s your brand name that will suffer.
Here we are, roughly six weeks later, and the Marriott website still appears to be blocked. Mistakes happen, but the more educated your marketing and web teams are to global and local regulatory and cultural issues, the fewer of these mistakes you will make.
I’ve found over the years that it often helps to highlight the more common mistakes that organizations have made to help other organizations sidestep them. This report is included with the 2018 Web Globalization Report Card.
If you visit Marriott’s China website today you’re likely to see this:
I dumped the text into Google Translate and here is what it loosely says:
So what exactly happened here?
According to Skift, Marriott sent a survey in Mandarin to its Chinese loyalty members that referred to Tibet, Macau and Taiwan as “countries.” As readers of this blog will know quite well by now, in the eyes of Chinese authorities, this is no trivial oversight. It appears that this shutdown could last a week.
I can only imagine the lively conversations being held at the highest levels within Marriott right now.
This should be a wake up call to all organizations
I’m working on the 2018 edition of the Web Globalization Report Card and have compiled a list of a number of websites that are currently vulnerable to the wrath of China.
For the record, I don’t agree with China. And I know many execs at Western-based multinationals don’t as well. But it doesn’t matter what we think. If you want to do business in China you have to play by its rules.
In Marriott’s defense, its website did not list Taiwan as a country — but it appears that someone in marketing was not well versed on this very delicate geopolitical issue. This would be a good time for any company that does business not just in China but anywhere outside of its native country, to consider planning regular Globalization Summits. I’ve participated in a number of these over the years and find they go a long way in raising awareness to a range of geopolitical issues — as well as the sharing of best practices. Contact me if you’d like more information — I also now include copies of Think Outside the Country.
PS: If you haven’t purchased the 2017 Report Card, we’re now offering a special 2017/2018 bundle that will be available for short time. You can purchase both reports here.
And for those of you who already have the 2017 Report Card, we’re going to offer a discounted advance purchase option as well. Please contact me if you’d like to do this sooner than later.
And speaking of travel, we have a unique report out devoted to destination websites — there are a few that also run the risk of offending Chinese authorities.