Ethical Marketing is the method of employing ethical standards while performing marketing. Ethical Marketers work on a foundation from which their intentions are to perform digital marketing with honesty, transparency, and fairness.

Ethical marketing is a relationship between a marketer and their client. It’s not to be confused with a relationship between a brand and their customers, which should be governed by best business practices and adherence to privacy laws and Internet guidelines.

Examples of ethical marketing practices include:

  • Using a task management tool to track work and share important information with the client.
  • Providing honest and ethical work proposals based on actual difficulty of work and/or skill needed to perform the task.
  • Delivering all work to the client for their ownership.
  • Allowing the client full access to all networks and platforms so they can manage the environment and have ownership. This includes transparent sharing of all passwords used.
  • Delivering honest, professional consulting without preying on fear or lack of knowledge on the part of a client.

Ethical Marketing is a term coined by Dan Holmes and it serves as one of the core foundations for Good Content.

As Holmes has stated:

An ethical marketer does the right thing because it’s the right thing to do. An ethical marketer does not seek projects for the sake of what they can do for himself or his agency, but for how it can benefit the client. He or she does not operate in a veil of secrecy, does not intentionally use jargon and techno speak to confuse clients and to create an illusion of complexity. An ethical marketer does not hold a client hostage, they don’t sell services to clients who do not need them. An ethical marketer does not create marketing campaigns that deliberately take advantage of the potential end user, or participate in black hat or gray hat SEO practices. Simply put: an ethical marketer deals with their client as if they were their best friend.