The CADM, in recognition of the importance of professional ethical conduct, has put together a code of ethical conduct and principles that are the benchmarks upon which the conduct of all members are expected to align in practice.

The following  ethical conduct are set out for members to comply with:

1. All marketing communications must be honest and not misleading. Claims should be backed by evidence, and deceptive practices must be avoided.
2. Marketers should clearly disclose any material connections, such as sponsorships, paid partnerships, or affiliate links, to ensure transparency with consumers.
3. Marketers must adhere to all applicable data protection laws and regulations, such as GDPR or CCPA, ensuring that consumer data is collected, stored, and used responsibly.
4. Obtain clear, informed consent from users before collecting or using their data. Respect consumers’ choices and provide easy opt-out options.
5. Ensure that all marketing messages are clear, accurate, and easy to understand. Avoid using jargon or technical terms that could confuse consumers.
6. Regularly update marketing materials to reflect the most accurate and current information about products, services, and promotions.
7. Avoid making false or disparaging claims about competitors. Focus on highlighting the strengths of your own products or services rather than undermining others.
8. Ensure that pricing strategies are fair and do not exploit consumers, particularly vulnerable groups.
9. Avoid content that promotes harmful stereotypes, discrimination, or inappropriate behavior. Marketing should contribute positively to society and reflect inclusive values.
10. Promote sustainability by highlighting environmentally friendly practices and products. Avoid greenwashing, where claims about environmental benefits are exaggerated or misleading.
11. Engage with consumers authentically, fostering genuine connections rather than purely transactional relationships.
12. Refrain from using manipulative tactics, such as creating a false sense of urgency or exploiting consumers’ emotions for sales.
13. Ensure all marketing practices comply with local, national, and international laws and regulations, including advertising standards, consumer protection laws, and intellectual property rights.
14. Regularly monitor marketing campaigns for compliance with ethical standards and be open to feedback from consumers and stakeholders.
15. Ensure that all content used in marketing campaigns, including images, music, and text, is either original, licensed, or properly attributed.
16. Provide accurate information about products and services, including potential risks or limitations. Ensure customer support is available and responsive to address any concerns or issues.
17. Transparency is the cornerstone of ethical digital marketing. It means being open and honest with your audience about who you are, what you offer, and how their data will be used. Avoid deceptive practices like clickbait headlines or misleading advertisements that can damage your brand’s reputation and erode trust. Provide accurate information and set realistic expectations to build credibility with your customers.
18. Creating authentic and valuable content should be at the heart of your digital marketing strategy. Avoid plagiarism, and always give credit to sources when necessary. Engage with your audience honestly and sincerely, addressing their concerns and feedback. Authenticity builds trust, which is essential for long-term success.
19. Digital marketing is a powerful tool that can influence public opinion and behavior. Use it responsibly to promote positive social values and avoid contributing to harmful practices. Avoid endorsing or promoting hate speech, discrimination, or any content that could incite violence or harm to individuals or communities.
20. Ensure that your digital marketing efforts are accessible to all, including people with disabilities. This means designing websites, content, and ads that are easily navigable and understandable for everyone. Accessibility not only aligns with ethical principles but also widens your potential audience.
21. Stay updated with evolving digital marketing regulations and industry standards. Conduct regular audits of your digital marketing practices to ensure compliance with ethical guidelines and legal requirements. This proactive approach can prevent ethical lapses and legal troubles.

Acknowledgements

in developing and complying the code of ethical conduct for members holding credentials of the CADM, we made use of excellent material which we derived from the LinkedIn article   Ethics of digital marketing and best-practices  by Rashid KP and the Australian Competition and Customer Commission. we remain indebted to these sources and we count ourselves fortunate to have derive our code of ethics from some of the best sources available.