Incorporating ethical marketing strategies into your business is key to having a good reputation. In the competitive marketing world, it’s important to have a well-trusted, positive reputation. This includes following rules and regulations, keeping up-to-date with social media, and great content. In this blog, we explore the different ethical marketing strategies that can benefit your brand’s reputation.
Focusing on the British case, we have The Advertising Standards Authority (ASA) which is the UK’s independent regulator of advertising across all media. And also the Committees of Advertising Practice (CAP), which wrote the Advertising Codes. Here’s an example of their ethical rules:
“Marketers bear principal responsibility for the marketing communications they produce and must be able to prove the truth of their claims to the ASA; they have a duty to make their claims fair and honest and to avoid causing serious or widespread offence. Agencies have an obligation to create marketing communications that are accurate, ethical and neither mislead nor cause serious or widespread offence. Publishers and media owners recognise that they should disseminate only those marketing communications that comply with the Code. That responsibility extends to any other agent involved in producing, placing or publishing marketing communications.”Source: The CAP Code The UK Code of Non-broadcast Advertising and Direct & Promotional Marketing
Similarly, in the United States, these practices are regulated by the American Marketing Association (AMA) and the Institute for Advertising Ethics (IAE). They have implemented codes of ethics that provide guidance for any organization and that primarily emphasize a society that values information and transparency.
As marketers, we have a responsibility for the messages we convey and the specific target to which we are addressing. Similarly, if we have to repair a reputation, we will use the strategy that’s best to do so.
If someone that influences us recommends a product, we’re likely to buy it. It’s a matter of trust. As we are increasingly using e-commerce online shops, rather than physical shops, we rely on what we see or read. That’s why consumers should better have criteria and know that what’s advertised to us has a creative process behind it.
Ideally, both the influencer and the advertising brand have to be impeccable. If either of the parties performs any unethical action, the brand’s reputation will be the one receiving the impact, and therefore the increase or decrease of sales.
Marketing and ethics are two concepts that can increase the credibility of your business and improve the perception of the customer when used together. As reputation is a matter of perception, its impact will be directly reflected on your brand, product or service.