PRINCIPLES OF ETHICAL MARKETING
 
Honest facts 
All the facts that are being stated should not be false or misleading the customers. Credibility and documentary evidence should be there for all claims in the promotion of the product.
Fair pricing 
The pricing of the products from the company should be fair and transparent.
Protection of privacy of customers
The privacy of the customers must be ensured in the case of services. Protection of all types of data by the company is necessary and a legal compulsion.
Product transparency
All the products must have transparency in the delivery and packaging of the product for its effective use. Ingredients, instructions and other related information must, without fail, be provided.
Customer care
To retain the trust of the consumers of the product, a company must listen to and respect the input of all the stakeholders. Queries and suggestions should be promptly replied.
Legal compliance
The company must make sure it has adhered to all the rules and regulations set for the relevant product and industry to avoid legal issues and other types of litigation.

ISSUES IN ETHICAL MARKETING

 
Surrogate Advertising
Advertising of some products are banned in certain regions or in certain channels, but companies try reminding consumers of these products in different ways without any direct mention or implication of the product.
Exaggeration
Some companies advertise their product using exaggerated slogans or portraying health benefits or popularity which in reality is not there. Putting up false claims is not only unethical but also illegal.
Puffery 
Statements like “The world’s no.1 lipstick” or “India’s best coffee” all, come under the category of puffery. Puffery is very close to exaggeration.
Unverified claims 
Products are advertised with many benefits and results that cannot be guaranteed or proved. Eg: Shampoos with guarantee longer and stronger hair do not tell the customers why and how the product works.
Stereotyping women
A sexist culture is encouraged in most advertisements. Women are being portrayed as sex objects. Dove soap, for instance, ran a widely seen ad campaign featuring “real” models. The ad was meant to promote realistic body images and encourage girls to love the way they looked even if they were not supermodels.
False brand comparisons
Comparing a company’s product with another company’s product and making false claims against the competitors might land them in legal disputes.
Children in advertising
Children are more prone to get carried away by ads. Children should not be targeted while a company advertises its products. Kids Channels should refrain from running harmful and leading ads.