However, there are often no rules, or weak ones, and that can create an ethical dilemma on the part of marketers. They must decide for themselves what lines they want to cross, and set their own codes of ethics. Where rules only provide guidelines, these can be open to interpretation. As we have seen with the area of marketing to children, however, the marketing industry has kept ahead of the regulators in how they approach the issue. The government has barely been able to ban Joe Camel, and has no answer for companies that reach children with child-oriented web content that blends.
Developing Rules
In order to create a code of ethics where there are no laws to provide guidance, there are bodies that have taken the lead. A company should begin, for example, with a statement of ethical norms from the American Marketing Association (2012). There are three ethical norms that are mentioned: do no harm, foster trust in the marketing system and embrace ethical values. These norms should be the starting point for approach ethical dilemmas in marketing.
The AMA also publishes a set of values. These are honesty, responsibility, fairness, transparency, respect and citizenship. That honesty is at the top of the list is no accident, and it clearly makes the point that dishonesty in marketing is a violation of the basic ethical tenets of the profession. Fairness, respect and transparency are also important as well, since these things create a framework for positive dialogue between marketers and the world.
These industry guidelines highlight that the marketing industry and its professionals should take a long-term view of the issue of ethics in marketing. There is no benefit to violating these ethics in the pursuit of short-term gains. Instead, marketers need to focus on establishing their credibility with consumers. When they do that consumers will trust in the marketing system and be more open to the different pitches out there.
Additionally, the marketing association recognizes that when marketers behave in an ethical manner they are inviting government to introduce more legislation that constrains their ability to do business. This is especially true with respect to hot button issues like marketing to children....
There is an understanding among professionals in the business that if ethical guidelines are not followed, they are risking greater levels of government intervention in the industry.
Additionally, when consumers are mistrustful of marketers, the approaches that marketers use become less effective. Marketing in today's oversaturated world is hard enough as it is; if consumers learn not to trust marketers at all the challenge will only get greater. The AMA guidelines, of course, are just a starting point. Each company will want to build on these guidelines to create their own high standards for marketing integrity. It is especially important that there are guidelines for specific ethical situations that the company is likely to see in its everyday operations.
Ethics in marketing is a critical issue for marketers today. They must always be aware of the different issues in marketing. Guidance for resolving ethical dilemmas can come from stated policies, based on the AMA's principles, but expanding on them to create guidance that marketers can utilize in their day-to-day operations.
Works Cited:
Akaah, I. & Riordan, E. (1989). Judgments of marketing professionals about ethical issues in marketing research: A replication and extension. Journal of Marketing Research. Vol. 26 (1) 112-120
Shrubsole, G. (2012). Marketing and advertising that respects children's rights. The Guardian. Retrieved November 24, 2012 from http://www.guardian.co.uk/sustainable-business/marketing-advertising-respect-childrens-rights
Horovitz, B. (2011). Marketing to kids gets more savvy with new technologies. USA Today. Retrieved November 24, 2012 from http://usatoday30.usatoday.com/money/industries/retail/2011-07-27-new-technolgies-for-marketing-to-kids_n.htm
Smart Consulting Group. (2009). Dishonest marketing in pharmaceuticals demands a big price to pay. SCG. Retrieved November 24, 2012 from http://www.smartconsultinggroup.com/2009/11/dishonest-marketing-in-pharmaceuticals-demands-a-big-price-to-pay/
AMA. (2012). Ethical norms and values for marketers. American Marketing Association. Retrieved November 24, 2012 from http://www.marketingpower.com/aboutama/pages/statement%20of%20ethics.aspx
