Ethical Marketing Charter

A Manifesto and Framework for Practice

Preamble

Marketing has the power to shape perception, desire, and trust. Too often, it has been used to manipulate, obscure, or inflate the truth. This Charter affirms our commitment to using marketing as a tool for clear and necessary communication, guided by truth, simplicity, and respect for human dignity. The following principles and practices outline how we uphold these values in all our marketing efforts.

Principles

1. Truth Without Embellishment

• Marketing shall present products, services, and ideas as they are–without exaggeration, distortion, or flattery.
• If something is trivial or unnecessary, we will not pretend it is otherwise.

2. Necessity Over Vanity

• We reject the creation of false needs.
• We will communicate only the genuine utility or value of what is offered, never exploiting insecurities, status-seeking, or vanity.

3. Simplicity and Clarity

• Our messages shall be stripped of needless ornament.
• Our language, imagery, and design will be direct and free of deception.

4. Freedom From Manipulation

• We will not use fear, guilt, or shame to coerce desire.
• Psychological tricks and hidden persuasion tactics (e.g., scarcity theatrics, manipulative nudges) will not be used.

5. Respect for Human Autonomy

• We affirm the right of individuals to make free and informed choices.
• Marketing shall be a disclosure, not a seduction.

6. Self-Sufficiency Over Dependency

• Marketing should support responsible, independent decisions, rather than cultivating addictive consumption.
• We will not position our work as indispensable to happiness or self-worth.

7. Transparency in Motives

• The commercial, political, or social intentions behind messages must be openly stated.
• Hidden sponsorships, covert influence, or astroturfing will not be practised.

Practices

• Plain Disclosure: Always clearly disclose price, limitations, and conditions.
• Unvarnished Storytelling: Share the origins, processes, and flaws of products honestly–warts and all.
• Cultural Non-Flattery: Refrain from pandering to popular trends or social conventions solely to gain approval.
• Restraint in Promotion: Avoid bombarding, overwhelming, or invading personal spaces with messaging.
• Feedback in Dialogue: Engage with audiences as equals, valuing critique as much as praise.

Commitment

Marketing can either build trust or erode it. By adopting this Charter, we choose transparency, restraint, and respect. Our aim is simple: to communicate honestly, without illusion, so that our audience remains free to choose without pressure.