10 Principles of Ethical Marketing

One of the most effective ways to improve your marketing strategy is to consistently abide by
certain ethical principles. Some marketing strategies may be able to draw in customers by using
shady practices (such as spamming, which no one appreciates) – but the cost here is serious.

By using shady marketing tactics, you damage the long-term reputation of the company. Brand
image is not something to be taken lightly, as it drives loyal customers.

If you focus on ethical marketing instead, you will be able to maximise customer satisfaction and
maintain consumer trust and brand credibility.

Ethical marketing should always aim to be honest and fair. Unethical practices will not guarantee you
more sales or necessarily cut costs in the long-term. What it does do, though, is put your company’s
viability at risk.

Ethical marketing, on the other hand, is always the wisest route to success.

Here are 10 principles of ethical marketing (five dos and don’ts) that will help you devise an ethical
and fruitful marketing strategy.

The Five Do’s of Ethical Marketing

Be Transparent

Whenever you are marketing a product or service to customers, ensure that you are fully
transparent about it, including key information about its safety and effective use.

Protect Consumer Data And Privacy

Consumers are becoming increasingly concerned about entrusting their personal data with
companies. For this reason, it’s important to emphasise the company’s commitment to consumer
privacy.

Commit To Sustainability And Human Rights

Ethical consumerism is becoming a bigger priority for many customers. People want to feel assured
that what they are purchasing is sustainable and ethically produced. Be honest about your
ingredients, product components, and your supply chain.

Respond Meaningfully To Consumer Concerns

If customers have safety concerns about a product or service, then this should be seen as a
company’s top priority. Always seek to protect consumer rights and immediately investigate any
complaint.
Maximise Benefits And Minimise Risks

Every ethical marketing strategy should try to benefit as many people as possible while creating as
little harm or cost as possible. Making an overall and lasting positive impact should always be the
aim.

The Five Don’ts of Ethical Marketing

Don’t Exaggerate

When you exaggerate the benefits of a product or service, you are making a false claim. You are
promising a customer a level of quality that cannot be delivered.

Don’t Make False Comparisons

This is an unscrupulous tactic that involves making false, inaccurate, or misleading statements about
a competitor’s products.

Don’t Make Unverified Claims

This involves promising to deliver results (e.g. improved skin) without providing any scientific
evidence to back this up.

Don’t Stereotype

This involves the promotion of stereotypes (e.g. portraying women as sex objects) in order to sell a
product. The harm here is that this sort of marketing helps to maintain a sexist culture.

Don’t Exploit Emotions

Getting an emotional reaction from consumers is one of the most effective ways to generate
interest. However, if you evoke negative emotions such as rage, fear, sadness in a tasteless way, this
could be seen as exploitative. Customers want their emotions to be sympathised with, not
manipulated.

Examine your current marketing strategy and see how it could be altered in line with these 10 ethical
principles. If you change the planning, implementation, and monitoring of your strategy with ethics
in mind, you will be able to drive success while maintaining a solid reputation.