I believe that any ethics really revolves around just being a good person. It is so easy to get caught up in trying to succeed that sometimes people make choices that are not the best for them. I think the most important information for someone to receive from the AMA is to not be misleading towards clients or consumers, and to be responsible in their actions. “Do no harm” is one of the expectations of the AMA that covers a wide range of necessary aspects of blogging. Not only is it covering ethical responsibility by the marketer, but also typically covers legal concerns as well. “Foster trust” is another huge part of the marketing industry. Consumers and clients deserve to be treated properly. Another huge part of creating trust is that it creates a better relationship with the consumer. For example, if you are an ethical clothing brand, but selling pieces that are unethically sourced, you are breaking the bond of trust with your consumer.
In addition to the importance of doing no harm and fostering trust, ensuring that you are operating with ethical values is one of the most important aspects of marketing. Not only within a single campaign, but with the company as a whole. This can be monitored by creating a code of ethics within the company that all employees are going to follow. It can also be brought up at meetings within the company to ensure that everyone is following those guidelines. Being ethical really just has to deal with treating others in the way that you would want to be treated. We all have intuition about what we should and should not do.
Honesty is one of the biggest concerns in the marketing industry. Not only is it temping to lie to gain consumers or attention, but with the internet, it is easier than ever. By not being honest with your consumers or clients, it will break that bond of trust that I mentioned earlier. This can also cause those individuals to share the incident with those around them. This can have a negative impact on the reputation of the company. Being responsible is another huge aspect of marketing. While not all campaigns are going to be flawless, finding the responsibility in acting responsible is important! Understanding what you are doing, and every aspect of that will reduce the risk for any future problems. In the news lately, there have been some Youtubers who have no been responsible for unethical actions they have had in the past. Those actions are a huge issue, but what is even worse is the lack of responsibility that is being held for themselves.
Being transparent is a huge part of marketing! Consumers and clients want to know who the real person is behind the campaign. It allow for you to put your own spin on how creative you want to be. The most important part is being honest about who and what you are within that campaign. Fairness is also a huge part of marketing as well. Not only in how your company runs, but how you treat individual people as well.
Ama.org. (2018). Statement of Ethics. [online] Available at: https://www.ama.org/AboutAMA/Pages/Statement-of-Ethics.aspx [Accessed 24 Aug. 2018]