Ethical marketing can mean a lot of things. A quick search brings up WFTO’s 10 fair trade principles about creating a lasting global impact, the American Marketing Association's definition of marketing ethics (both great reads, by the way), examples of companies that create sustainable products, and tips for brands to keep promises in marketing messages.
These are all interesting perspectives, and I highly recommend doing your own research from a wide array of sources. Personally, I consider ethical marketing to be twofold:
1. Marketing with a clear conscience
Engaging in sustainable marketing that is transparent, honest, and made with accountability in mind so that your audience has the opportunity to make the most informed choice that best serves them. This boils down to doing the right thing.
That means no exaggerating what your product or service can do, catering organic content and targeting paid content to your audience in a way that is Diverse, Equitable, Inclusive, and Just (DEIJ), being upfront about the actual success and efficacy of your product or service, transparently sharing corporate details (such as demographics, pay ranges, accurate culture, profits, etc.), and not using harmful, addictive, or manipulative tactics (like push notifications, incorrect information, creating an arbitrary/false sense of urgency, etc.).
2. Redistributing systemic responsibility
In an ideal world, we’d all get to work at morally neutral organizations that pay us a living wage and do what they promise. They’d be sustainable organizations led by their commitment to social responsibility (CSR/ESG) as a way to build a more equitable, just, and systemically inclusive world because it’s the right thing to do, not for performative reasons. You may have seen this phrased as people over profit, or even people and the planet over profit.
Important consideration: Due to the exploitative nature of capitalism, being a part of an organization like this is not the reality for most individuals in the workforce, sustainable businesses, and ethically aligned nonprofits. That is why this consideration puts the responsibility on large powers like governments and corporations. Capitalism, at its core, aims to maximize profits, even when it is harmful to humankind and the planet. There is an imbalance that benefits those in power built to make individuals feel that we should overwork ourselves out of a sense of gratitude or as a means to building our own identities, hyperconsume to find joy, and feel guilty if we don’t participate.
If you have more to add to this definition of ethical marketing, I’d love to hear it! Just reach out here.
P.S. Everything has its limits, and I don't want you to think that ethical marketing tactics don't have them as well. There are certainly several examples of huge corporations that have created long-term loyalty through unethical business practices, marketing, and overall behavior. But I don’t believe that they’re worth the negative effects on individuals. Plus, if you need a business case, they can be less effective than just using ethical tactics in the first place to build long-term trust.
Feedback
I am at the start of my ethical marketing journey, and there will be times when I make mistakes. I’m always open to improving and learning, so feel free to share your feedback and resources that you find in your own research with me by replying to this email or on my website here.
References
AMA. (2025, July 15). Marketing Ethics. American Marketing Association. https://www.ama.org/marketing-ethics/
Carmona, A. (2025, March 11). Ethical Marketing Guide: Principles, Practices & Strategies (2025) - Matomo. Matomo. https://matomo.org/blog/2025/03/a-primer-to-ethical-marketing-how-to-build-trust-in-a-privacy-first-world/
The Chartered Governance Institute UK & Ireland. (n.d.). What is ESG? Chartered Governance Institute. https://www.cgi.org.uk/resources/factsheets/factsheets/what-is-esg/
UNESCO. (2025). Corporate Social Responsibility (CSR). Unesco.org. https://www.unesco.org/en/dtc-finance-toolkit-factsheets/corporate-social-responsibility-csr
University of Georgia Scientists Engaged in Educational Research (SEER) Center. (2022, February). Glossary Diversity, Inclusion, Equity, and Justice. SEER Center. https://seercenter.uga.edu/wp-content/uploads/sites/41/2022/02/Glossary-for-Diversity-Inclusion-Equity-and-Justice-revised.pdf
World Fair Trade Organization. (2025). Our 10 Fair Trade Principles – Word Fair Trade Organisation. World Fair Trade Organization. https://wfto.com/our-fair-trade-system/our-10-principles-of-fair-trade/