A. Information on data privacy

With this document, Bayer (Pty) Ltd (hereinafter “us”, “our” or “we”), wishes to provide you with information on how we handle your personal data and to obtain your consent for specific purposes as outlined below.

1. Handling of personal data

Unless otherwise indicated in the following chapters, the legal basis for the handling of your personal data results from the fact that it is necessary to pursue our legitimate interest to promote our products and services:

a. Customer relationship management

We maintain a customer relationship management system where we store personal data about you:
- ● “Contact Information”: This category of personal data encompasses e.g. your name, address, phone/fax/mobile-number, e-mail or other online contact information. We receive Contact Information from personal contacts with you or from commercial address traders as well as from publicly available sources, e.g. websites. We use your Contact Information in order to promote our products and services or deliver urgent medical information regarding our products.
- ● “Information about your interests”: Aiming at continuously improving your experience with our products and services, we also document and analyze our personal contacts with you, e.g. when we show you tablet-based materials. For this purpose, we document which topics have been shown to you, for how long and in which order as well as your reaction to individual topics.
b. Market research Studies

We work together with fully independent market research agencies, who, on our behalf, conduct market research studies globally, focused on our scientific interests and products. We may share your Contact Information with these market research agencies in order to conduct market research studies that are specific to our customers.
c. Deliver marketing/medical communications

We may use your Contact Information to communicate with you through phone calls, direct mail, e-mail or other electronic communication (e.g., fax, chats on websites, text messages, messenger messages or remote detailing/incl. customer services on demand) in order to deliver marketing/medical communications containing information about services, products or events related to your medical interest. However, marketing/medical communications via e-mail or other electronic communications (“Electronic Marketing/Medical Communications”) as well as via phone calls are subject to you providing your consent.
d. Analyses of your use of our Electronic Marketing/Medical Communications

In order to customize our Electronic Marketing/Medical Communications to meet your needs and preferences and subject to you providing your consent, we analyze your use of our Electronic Marketing/Medical Communications, for example whether you opened and how you used our Electronic Marketing/Medical Communication (e.g. which links you clicked).

2. Transfer of personal data to third parties

We transfer or give access to your personal data to third parties in the following circumstances:

a. We use specialized service contractors that help us providing our services. Such service contractors are carefully selected and regularly monitored by us. Based on respective data processor agreements, they will only process personal data upon our instruction and strictly in accordance with our directives.
b. We may share your Contact Information with fully independent market research agencies as described above in section 1.b.
c. We may transfer your above-referenced personal data to other Bayer affiliates that need to be involved in managing a service or communication towards you, e.g. in case of a congress in another country organized by another local Bayer affiliate. However, other Bayer affiliates will only directly deliver corresponding marketing communications via e-mail or other electronic communications to you, if you provide your consent below.
d. Your data may in part also be transferred and processed in countries outside the European Economic Area (“EEA”), which may have a lower data protection level than European countries. In such cases, we will ensure that a sufficient level of protection is provided for your data, e.g. by concluding specific agreements with the respective data importer.

3. Retention period for personal data

We only retain personal data for as long as is necessary for the purpose of a continuous customer relationship with you. After 2 years of inactivity, your personal data will be automatically archived for 3 years and then deleted, except where otherwise provided by law (e.g. in connection with a contractual arrangement or pending litigation).

4. Information regarding your rights

The following rights are in general available to you according to applicable data privacy laws:

a. Right of information about your personal data stored by us;
b. Right to request the correction, deletion or restricted processing of your personal data;
c. Right to object to a processing for reasons of our own legitimate interest, public interest, or profiling, unless we are able to prove that compelling, warranted reasons superseding your interests, rights and freedom exist, or that such processing is done for purposes of the assertion, exercise or defense of legal claims;
d. You may at any time with future effect revoke your consent to the collection, processing and use of your personal data.

If you wish to exercise your rights, please address your request to the Data Privacy Manager za_data_privacy@bayer.com.

B. Declaration of consent

By your signature, you hereby authorize Bayer (Pty) Ltd (hereinafter “us”, “our” or “we”) as well as other Bayer affiliates involved in managing a service or communication towards you, to directly deliver marketing/medical communications to you through e-mails or other electronic communications containing information about services, products or events related to your medical interest (“Electronic Marketing/Medical Communications”) as well as via phone calls and to analyze your use of our Electronic Marketing/Medical Communications in order to enable a customization of Electronic Marketing/Medical Communications to meet your needs and preferences as described in the information on data privacy above.

You are free to revoke your consent at any time with future effect. Please address your declaration of revocation to the contact described in the information on data privacy section 4 above. Furthermore, every Electronic Marketing/Medical Communication we send to you includes an option for you to easily revoke your consent by clicking an unsubscribe link.

Story

The Bayer Cross

The Bayer Cross in Leverkusen is 120 meters high, 51 meters in diameter and is lit by 1710 bulbs.

This huge sign is an unmistakable landmark in the Leverkusen night sky. But the Bayer Cross is much more than just a large advertising sign. As a symbol it is the most important element in the company's image and a seal of quality worldwide for Bayer's services and products.

A technological sensation: the largest illuminated sign in the world

Bayer Cross Montage 1933 — In 1933 the first Bayer Cross was erected between two

1933 – the first Bayer Cross
Once the 2,200 light bulbs were illuminated, the technological sensation was complete: on February 20, 1933, the first Bayer Cross became operational. It had a diameter of 72 meters, making it the "world's largest illuminated advertisement," as the Bergische Post newspaper declared at the time.

Carl Duisberg, Bayer Management Board Chairman at the time, had this to say at the unveiling ceremony: "Just as the Southern Cross serves as a navigation aid to mariners, this Cross of the West shall illuminate the heart of German industry as a symbol of confidence." Yet the Bayer Cross was to shine for only six years. On the day before World War II broke out, it was shut off to comply with the blackout regulations. It was to be another 20 years before a second Bayer Cross would set new standards.

Bayer Cross lights 1958 — The successor to the first Bayer Cross has been shining over Bayer's Leverkusen site since 1958.

1958 – the second Bayer Cross
On September 2, 1958 the new Bayer Cross was inaugurated in a different place, as the old one had been dismantled after the war and production facilities constructed in its place. Thus a completely new structure was erected a few hundred meters away.

The new illuminated Bayer Cross is not quite as large as its predecessor. It has a diameter of only 51 meters, instead of 72. The giant framework is supported by two 120-meter-high steel masts. In 1958, its 1,710 bulbs shone with a total power output of 65,000 watts - making the individual letters visible from a distance of five kilometers.

2009 – The Bayer Cross is seen in a new energy-saving light
At the end of 2009 new lamps light up the Bayer Cross: The 1,710 conventional 40-watt light bulbs are taken out of service and replaced by innovative light-emitting diodes (LEDs). This generates energy savings of more than 80 percent to accompany numerous other initiatives under the Bayer Climate Program. The new light-emitting diodes are filled with white oil and are weather-resistant and pollutant-free. A bayonet mount ensures the lights are securely held in the continually swaying cables.

Today the Bayer Cross is still a distinctive landmark on the Leverkusen skyline at night – except for a period in Spring and Fall each year when the lights are switched off between 10 in the evening and 4 in the morning. The reason for this is simple: to allow migratory birds returning from their winter quarters to reach their breeding grounds without being disoriented and put off their course by the light.

The Bayer Cross worldwide
The Bayer-Cross - lost in the war

The Bayer Cross worldwide

The Bayer Cross - and by extension the company as well - is present not just in Germany, but everywhere in the world. For example, as long ago as 1934, Bayer installed a large illuminated cross over the entrance to the Suez Canal. The cross had a diameter of 20 meters. Although this advertising sign is no longer present in Port Said, the idea of anchoring the Bayer Cross in people's consciousness has survived the test of time. Today there are more than 47 large illuminated advertising sites featuring the Bayer logo, including stationary facilities such as sculptures, as well as revolving Bayer Crosses and large-dimension lettering on the outer facades of buildings.

The Bayer-Cross - lost in the war

The Treaty of Versailles, which was signed in 1919 by Germany and the Allied powers to end World War I, brought an abrupt end to the successful company's expansion plans. Bayer's foreign assets were seized, along with its patent and trademark rights, which included both the Bayer Cross and Aspirin™, an extremely important product. At the time, the Alien Property Custodian sold the patents of the German chemical industry for only US$ 250,000 - a heavy blow for the Farbenfabriken. This meant that in the United States, the Bayer name no longer belonged to Bayer, but to Sterling Drug. It wasn't until 1994 that Bayer regained the right to use its name and corporate logo in the United States by acquiring the North American non-prescription drug business of Sterling Winthrop. After more than 74 years, however, the price had risen dramatically: Bayer paid $1 billion for the right to use a uniform corporate logo throughout the world.

Our trademark: out with the lion – in with the Cross

The first Bayer trademark depicted a lion with the grid on which Saint Lawrence was martyred. The trademark was based on the coat-of-arms of Elberfeld, Germany, where Bayer was headquartered at the time. Yet the company was expanding, which had to be reflected in the new corporate logo. These relatively simple symbols were no longer sufficient by 1886.

The lion with the grid (left). The picture on the right shows the lion with the caduceus and the globe.

The lion was given a helmet and further details were added. To illustrate the company's globally successful business operations, the next modification followed in 1895: a lion with wings and the symbolic staff of Mercury rose up over the globe. But foreign customers could make no sense of the image. Furthermore, the company's proper name - "Farbenfabriken vorm. Friedr. Bayer & Co." - was unpronounceable for them.

This was partly the reason why a second corporate emblem was added in 1904: the Bayer Cross. This logo was not only legible in every language of the world, but was also recognizable to everyone due to its striking graphic design. In 1929, the Cross was modernized and adapted to the form we know today.

Bayer today – the modern Bayer Cross

An important factor for competitive success is the image that the public and the markets have of Bayer. Good recognition of the Bayer name and a positive image in people's consciousness can often make the difference when a customer makes a purchase decision. The Bayer Cross as a trademark is the most important element of the company's image and acts as a seal of quality for Bayer's products and services worldwide.

The colorful Bayer Cross has been the visual trademark of the Group since 2002. It was last revised in 2010 – fresh, modern colors symbolize the company's innovative strength.