Microsoft Advertising recently posted an article on ethics and advertising on its blog.

For the American IT giant, targeted marketing that contains objectives must include values ​​such as responsibility and inclusion. Because in 2021, especially during these times of change and uncertainty that we are going through, consumers are looking for authentic brands that act with a specific purpose, in addition to the simple commercial aspect. 

As a result, marketers now have a powerful role to play in their businesses, through their actions, including building trust and branding business value through goal-oriented marketing. But the main question remains: how to create this relationship? 

Behave like a leading brand, with strong and proudly displayed values, builds trust with consumers and communities, putting them first. The key to succeeding in forging a bond of trust with its customers is to manage to offer authentic, original and personalized experiences, through an ethical advertising strategy.

What is the concept of ethical advertising?

Ethics can be defined as a set of moral principles that govern the behavior of a person or a business, or the conduct of an activity. The objective of ethical advertising is to integrate the notions of truth, justice and fairness in the messages addressed to the consumer, as well as throughout his entire experience with a brand. Thus, ethical advertising must be honest, precise, and respect human dignity. This concept of ethical advertising also takes into account the advertising environments chosen by advertisers for their campaign placement, and examines potential issues such as bias through data analysis.

By observing closely the Confidence Barometer 2020 published by the American firm Edelman, specializing in public relations and consulting, we note with surprise that ethics is the most important quality to create a feeling of trust in companies, more same as competence. And the results of this study show that transparency is the most essential ethical principle, which must guide fair, honest and direct relations between South Korea Phone Number List businesses and consumers.


But trust is not a feeling that necessarily arises naturally. As the expression used to the tune goes, “trust has to be earned”. And companies in the digital sector know it well, consumers do not easily trust the digital environment, which makes building a form of trust with their customers even more difficult for brands, especially in terms of concerns young consumers, who are not naturally predisposed to give their trust easily.

The notion of trust being fundamental throughout the purchasing journey, the establishment and promotion of ethical practices within companies with the aim of boosting a positive economic, social and environmental impact are a decisive factor in creating this a relationship of trust at the source, so sought after by brands.

Ethical advertising is extremely important for consumers and the free market economy. With the explosion of new technologies and the proliferation and use of consumer data, the ethics of online advertising is becoming increasingly essential to regain some of the trust that businesses have lost, especially among businesses. young consumers. This is a responsibility that must be accepted and shared across all industry sectors, and which must be further reinforced if digital commerce professionals are to restore consumer confidence in brands.

Principles of Ethical Advertising – 9 Steps to Building Trust

Microsoft Advertising supports the Institute for Advertising Ethics (IAE), which is a non-partisan organization made up of consumers, governments, universities, advertisers, agencies and media platforms who wish to fight together for a stronger ethics in The advertisement. The IAE has a set of 9 ethical advertising principles, which should be used to guide companies’ advertising strategies, in order to create a more reliable digital marketplace. These principles are based on the premise that all forms of communication, including advertising, should always do what is right for consumers, which in turn is good for the business. These principles provide excellent guidelines for companies who, by following them,

Here are these 9 principles:

  1. First thing, advertising, public relations, marketing communications, news and editorials all share a common goal of truth, coupled with ethical standards and rules serving the public.
  2. Advertising, public relations and all communication and marketing professionals at all levels have an obligation to adopt the highest degree of personal ethics when creating and disseminating commercial-type information to consumers.
  3. Advertisers must clearly distinguish between advertising, public relations and corporate communications, and news and editorial content, and entertainment, both online and offline.
  4. Advertisers should clearly disclose any material terms, such as payment or receipt of a free product, that would affect recipients of such benefits in social and traditional media channels, as well as the identity of recipients, all within the interest of full disclosure of information and transparency.
  5. Advertisers should treat consumers fairly based on the nature of the audience the advertisements are directed to, and the nature of the product or service being advertised.
  6. Advertisers should never compromise consumer privacy in their marketing communications, and consumers’ choice to provide personal information to advertisers should be transparent and easy to make or cancel.
  7. Advertisers should follow federal, state, and local advertising laws and cooperate with industry self-regulatory programs for proper resolution of advertising practices.
  8. Advertisers and their agencies, as well as online and offline media, should discuss potential ethical issues privately, and members of creative ad teams should be allowed to voice their ethical concerns internally.
  9. Trust between advertising and public relations business partners, including clients, and their agencies, media providers and third party vendors, should be based on transparency and full disclosure of ownership and business arrangements, the remuneration of the agencies, as well as the benefits received.

There has never been a more crucial time in the corporate world and in our society to use ethical principles that can guide the advertising industry. Trust is hard to earn, but can be lost quickly, so there is a real risk of not paying attention to this ethical issue in advertising.

63% of consumers have stopped buying products from a brand because they have lost confidence, and 69% of them will never buy anything from a brand they no longer trust.

With the concept of ethical advertising, businesses have the means to be honest with what they are doing when it comes to advertising, and to stay true to their goals.

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