In many polls across many years, Americans continue ranking advertising executives among the least ethical of all professionals (usually only behind politicians, car salesmen, and telemarketers).
Still? Damn those “Madmen”! They’re the ones who started the BS train rolling! As a 40+-year marketing professional committed to keeping hyperbole and downright lying out of everything I or my teams produce, it’s daunting to know that so many people may look at the work we do for our clients and still think we’re trying to sell ‘em a bridge in Brooklyn.
For a brand to have lasting trust and credibility in its marketplace, truth, and ethics in advertising must be top-of-the-list-paramount to maintaining long-term relationships with consumers. Break that trust and you may be able to fight your way back (Think Wells Fargo) or you may not (Think Theranos, my personal favorite). At its core, keeping one’s marketing and sales promotion compass pointing directly to “ethical restraint” will save and profit them more across the long-term by applying the “Golden Rule” and respecting the intelligence and autonomy of their audience. This approach not only fosters long-term consumer trust but also contributes to a healthier marketplace where fair competition thrives.
THE fundamental ethical principle in advertising is truthfulness. Advertisers – including those who love their offering and think it’s the next best thing to sliced bread and those who know they’re exaggerating to the extreme – must care! that their claims about products or services are accurate and substantiated. Misleading advertisements are cheating, plain and simple. They not only deceive consumers but also erode trust and assault brand reputations in the long run. These days, in particular, when so much more is known about goods and services and when consumers are likelier than ever to mistrust ad claims, transparency goes hand in hand with truthfulness, as target audiences increasingly value knowing the full story behind what they are buying. This includes being open about pricing, ingredients, sourcing, and the environmental or social impact of products.
And, hey … are you emailing your in-house list every other day? Don’t! Respecting consumers’ privacy is another critical consideration that falls under the ethics category. Those of us marketing for brands small and large are ethically obligated to handle consumers’ data responsibly, ensuring compliance with privacy laws and giving users control over their information. And I hope it goes without saying that harvesting unauthorized contact data is a big no-no that can breach trust in your brand and maybe also bury you in a lawsuit.
Additionally, the necessity for/commitment to ethical advertising extends to the broader impact of marketing strategies on society. Advertisers just simply can’t promote harmful products or perpetuate racial, gender, or any other stereotypes that target vulnerable groups. That’s bullying and nothing more!. The job of responsible advertising campaigns is to drive awareness, interest, and engagement among targeted audiences, while as much as possible, uplifting and educating.
The bottom line? When consumers perceive a brand as trustworthy and ethical and the reality of that brand pays off on that perception, they are most likely to develop strong brand loyalty and advocate for the brand. Ultimately, ethical advertising not only benefits consumers and brands but also contributes to a more ethical and sustainable marketplace.
Too preachy? Apologies – I just hate being grouped in with pols, telemarketers, et. al. Want to chat more on the subject? Shoot me a note.