He acted in a way that was in accord with company policy and guidelines, written or unwritten, whatever his private views. An example:
George knew that if you wanted to reach a healthy old age, you would be more likely to achieve your wish if you didn't smoke. But - he enjoyed the good pay and benefits that his employer (a tobacco company) gave him, so he followed the company line.
We understand by this that he never publicly admitted his private views about the effects of tobacco on health.