As you start off in your digital marketing career or are diving deeper into it, it is important to consider the impact of your services to the consumers. A usually overlooked topic to the world of digital marketing typically involves privacy, trust, and respect. All of which are needed to keep and attract loyal customers to your business. We’ll first start off by discussing some ethical considerations:

Ethical Considerations:

1. Honest Advertising: Transparency and honesty are essential. Avoid deceptive advertising tactics that mislead consumers. Be forthright about your products or services.

2. Transparency in Communication: Openly communicate with your audience. Admit when your brand isn’t the best fit for a customer. Honesty fosters trust and brand recall

3. Responsible Data Management: Respect consumer privacy and protect their data. Ensure informed consent in data collection and usage. Prioritize data security and compliance with regulations.

4. Respect for Customer Privacy: Be mindful of how you handle customer information. Clearly state your privacy policies and practices.

5. Fair Competition: Avoid unethical practices that harm competitors. Compete fairly and ethically within your industry.

6. Not Making False Promises: Deliver on your promises. Avoid exaggerations or false claims about your products or services.

Ethical Considerations Food for Thought:

When you put yourself in the shoes of the consumer, wouldn’t you expect the same courtesy and respect when it comes to your own privacy, trust, and respect? As a digital marketing firm, you must ensure that you adhere to the basic values of code and ethics. 

There has been many companies who have lied to consumers in order to appeal to the widespread populations. A very popular example of a controversial topic of distrust, typically involves the practice “Greenwashing”. 

Greenwashing essentially means that the company lies or deceives consumers into believing that their product or service is providing environmental benefits. 

Companies that have been accused and guilty of greenwashing are: 

1. Volkswagen: 

2. IKEA

3. Coca-Cola

4. Zara

5. H&M

Companies that have engaged in greenwashing have lost quite a number of consumers due to distrust and deceit. 

As a company or brand, you must ensure that you do not fall into these unethical digital marketing practices. These practices range anywhere from dishonest advertising, lack of transparency in communication,  false promises, etc. Remember not to fall into these practices as you continue to further develop your brand.