Digital marketing relies on various forms of digital media and ICT to promote brands, create customer desire and sell products to consumers (Chaffey and Smith, 2013).
In an ever evolving industry, what I find fascinating are the moral principles that guide digital marketing decisions and the ethical implications of them.
Digital marketing currently follows the self regulatory AANA code of ethics for advertising, last updated in January of 2012. Considering the rate of digital transformation and development within the digital marketing industry over the last 7 years, I’d say an update is well overdue!
The code’s criteria stipulates that marketing communications are “legal, decent, honest and truthful and that they have been prepared with a sense of obligation to the consumer and society and a sense of fairness and responsibility to competitors” (AANA, 2012).
There are both pros and cons for businesses who choose to follow these codes of practice, many of which can have an impact on the bottom line.
I will explore these concepts over the next few weeks, spotlighting different platforms and techniques used by digital marketers. We will have a look at the brands and platforms who are making ethical decisions and delve into the reasoning behind those who aren’t.
Ethics is a personal passion, so I hope that these topics will be as interesting for you to read as they will be for me to research!
If you have a request for me to cover a certain digital campaign, company or platform, please leave a comment!