Marketing has a bit of a reputation. It’s often seen as sleazy and pushy. And consumers these days are pretty wise to underhand sales tactics. They even get turned off by them.

I’ve seen a few posts on LinkedIn mocking the concept of ethical marketing. “Because how can it be ethical to flog people a bunch of stuff they don’t need?” But these posters assume that a) we’re fooling people and b) people don’t need things. I think that view patronises the customer and does marketers and business owners a disservice.

Marketing is essential to finding clients, to surviving. We all have to do it. The question isn’t whether or not you do it, it’s how. And that begins with your goal. You’re not setting out to bash someone over the head with your product or service until they relent and spend. You’re also not out to con people into buying something that’s wrong for them. You’re just getting your product and service in front of people who need it. You’re showing them why your brand might be right for them. You’re solving their problems.

So, we know marketing is acceptable if done for the right reasons. But as businesses who care about our impact, we need to think about marketing that’s ethical and honours our values. Here’s a handy checklist of things to avoid:

(I’ve included examples but I haven’t linked them. This isn’t about tearing down creative teams or copywriters, who probably didn’t get much of a say in the use of the tactic in question anyway.)

Give your customer the time and peace to make an informed choice

We’ve all seen them. Countdowns or warnings that tell customers stock, seats or offers are limited. But somehow when the timer hits zero, it starts up again or the ‘two seats left’ never seem to run out. Creating false scarcity is unfair because it forces the buyer into making a hasty decision they may later regret.

Example of a hotel booking site, illustrating the wording used 'Only 1 left on our site'.

Tell your customer the whole truth

You wouldn’t think we’d have to say that lying is bad. But just Google ‘brands caught lying’ and witness the countless times brands thought the rules didn’t apply to them. Even more businesses get around the small insignificant truth by inflating, exaggerating or hiding part of the story.

Example of an airline advert that reads 'Europe's lowest fares, lowest emissions airline'.

Promote your products without dragging others

Trash-talking your competitors to boost your own business? Follow this simple rule from comedy writing: the butt of your jokes (or in this case, your competitive marketing) should always be above you on the power/status scale. A one-person enterprise comparing themselves to Tesco. Fine. Tesco taking the piss out of the local family-run bakery. Not okay.

Let’s also do away with trash-talking your customers when they dare to defy you by *gasp* not subscribing to your newsletter or something.

Example of an unsubscribe confirmation message offering an increased 60-day free trial

Raise your customers up and let them purchase from a place of confidence

As a woman who grew up in the 90s and early 00s around phrases like ‘beach body’, features like the Heat circle of shame, and the many thousands of pejorative terms for perfectly normal body parts, this one is especially close to my heart. Marketing to your customers by making them feel less-than or playing on their insecurities is not okay.

This one can be insidious. Even brands who claim to be body positive fuel negative sentiments and self-loathing. They drive you towards their products through the language they use, the photos they choose and the models or spokespeople who represent them.

text-based image reads '5 facial exercises to help your skin neck not fall out!'

Person in a workout pose and clothing, with dumbbells on the floor. Text reads: 'How do I get rid of arm flab?'

Consider the narratives you’re strengthening and which you can help to dismantle

I’ve talked about deep narratives before. If you’re constantly showing women in the home, you’re contributing to a harmful narrative that women are no good anywhere else. This applies to any other stereotype going. We can do better than perpetuating harmful stereotypes or generalisations.

Tweet of a Co-op Easter egg advert. Tweet reads: 'Wow! Co-op demonstrating outrageous sexism!!'

Choose sincerity over sales

Taking advantage of a tragic event or political situation to make a sale is unlikely to win you many fans. And it may downright offend. If you have nothing heartfelt or sympathetic to say, stay quiet. And no discount codes, please.

AT&T Tweet reads ' Never Forget'. Image of a city scape at night with a photo of the city scape being taken on a smartphone.

Support your stance with policy and procedure

Jumping on a social cause without the policies and procedures to back it up seems more widespread than ever right now. Or maybe we’re just better at calling it out. A black square, rainbow packaging, a nice little International Women’s Day mention on social media. They’re nothing more than performative activism when you aren’t doing the work to level the playing field in your organisation and community.