“The American Marketing Association commits to the highest standards of ethical norms and values. We recognize that the marketing community not only serves organizations but also acts as a steward of society in creating and facilitating the transactions and experiences that drive the greater economy. In this role, all stakeholders of the community are expected to embrace the highest ethical norms and values implied by our responsibility to society.”

American Marketing Association Statement of Ethics

As marketers, our topmost priority should be to approach marketing ethically. It is imperative that we maintain integrity while developing campaigns by being honest, responsible, transparent, and promoting equality and citizenship.

Ethical best practices in an integrated marketing campaign:
Developing the values outlined by the AMA in marketing is crucial as they serve as the foundation for ethical best practices. The AMA 5 ethical values include:

Honesty – Be truthful in all situations, at all times, and with all stakeholders, rejecting any manipulation, coercion, or approaches that negatively affect trust.

Responsibility – Recognize and accept the consequences of our marketing decisions and strategies.

Equity– Build a diverse marketing workforce and support inclusive marketing practices by valuing and embracing individual, cultural, and ethnic differences.

Transparency – Strive for a spirit of openness in all aspects of the marketing profession and communicate clearly with all constituencies.

Citizenship – to fulfill the economic, legal, philanthropic, and societal responsibilities that serve stakeholders.

American Marketing Association Statement of Ethics

Examples of these values not being put into practice include actions such as holding back information, presenting inaccurate facts, or making deceptive claims. Gaining a strong grasp of the fundamentals of ethical marketing communication is crucial in ensuring that your integrated marketing campaigns are both lawful and ethical in nature.

Potential concerns that can occur if ethical best practices are not followed:
In an ever-changing and fast-paced industry, prioritizing profit over ethical actions can become a common practice. However, it is crucial to acknowledge the importance of ethical behavior in marketing. Failing to adhere to ethical best practices can lead to various issues for a company. These issues can vary from legal to general setbacks.

Companies that fail to comply with federal and state laws can face fines and other penalties. Additionally, failing to adhere to ethical standards can have a negative impact on employees and stakeholders. This means losing respectable leadership in a company, lower performing individuals, and fostering an environment that lacks trust instead of collaboration and a sense of community.

Additionally, not adhering to ethical best practices in marketing will affect brand credibility. This means losing a key consumer base that impacts sales and revenue. Winning back consumer confidence can be very hard and most companies arent successful in rebranding and rebuilding a reputation.

Finally, a significant obstacle to implementing ethical marketing practices is the pressure to increase profits and meet business goals. This can lead companies to prioritize short-term gains over ethical considerations. Moreover, ethical marketing practices may require substantial investment in resources, such as research and development, training, etc. For businesses with limited budgets, this may not always be practical. However, maintaining ethical best practices can be done by following the 5 ethical values that the AMA provides, and empowering employees to do the same.It is important for businesses to adopt ethical marketing practices not only because it is the right thing to do, but also because it is essential for their long-term success and sustainability.

Resources:
American Marketing Association. (2023, May 26). AMA statement of ethics. https://www.ama.org/ama-statement-of-ethics/ 

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