Let’s talk about: Ethical marketing
Let’s cut to the chase: marketing gets a bad rap—and honestly, it’s not always undeserved.
We've all seen it: the exaggerated claims, the fear-mongering, the guilt tactics, the tiny asterisks, and even tinier T&Cs. At its worst, marketing can feel manipulative, pushy, and downright shady.
But here’s the good news: it doesn’t have to be that way.
Welcome to the world of ethical marketing, the antidote to all things icky, manipulative, and misleading in the marketing space.
In 2025, ethical marketing isn't just a "nice-to-have"—it's a non-negotiable. Consumers are smarter, savvier, and more sceptical than ever. Trust is currency, and ethical brands are the ones people are choosing to buy from, talk about, and come back to again and again.
So, what exactly is ethical marketing? Why does it matter more than ever? What counts as crossing the line? And how can you tell if your content passes the vibe check? Let’s get into it.
What is Ethical Marketing?
Ethical marketing prioritises integrity, honesty, and transparency. It respects the audience, avoids manipulation, and aligns with the business's and customers' values.
It doesn’t mean you can’t sell. It doesn’t mean you have to be boring or bland or overly serious. It means you’re choosing to:
Be honest in what you promise
Respect your audience’s intelligence and autonomy
Avoid tactics that rely on fear, shame, guilt, or misinformation
Back up what you say with real value
It’s about doing business in a way that feels good for everyone involved.
Why Should Brands Care in 2025?
Because people are paying attention.
In a world of greenwashing, performative allyship, and scammy sales tactics, audiences are no longer taking marketing at face value. They’re Googling. They’re comparing. They’re checking receipts (literally and metaphorically).
And if your marketing feels even a little bit shady? You’re out.
Ethical marketing builds trust. And in a world oversaturated with options, trust is your secret weapon. If people believe you mean what you say, and they feel good interacting with your brand, they’ll return and bring their friends.
It’s not just about being a good human. It’s good business.
The 3 Zones of Marketing: From Illegal to Values-Aligned
Let’s break this down into real-world territory. Ethical marketing isn’t just a checkbox; it’s a spectrum. Here’s how it usually plays out:
1. Illegal Marketing
This one’s a no-brainer (we hope), but it’s worth saying: if your marketing is misleading to the point that it’s breaking consumer law, you’ve got a problem.
Think:
False advertising (saying a product does something it absolutely doesn’t)
Hidden fees and sneaky contracts
Using customer data without consent
Fake reviews or endorsements
If it wouldn’t stand up in court or on a watchdog site, don’t do it. Beyond the obvious legal issues, this is reputation-ruining stuff.
2. Icky or Grey-Area Marketing
This is the trickier zone. It’s technically legal, but... kinda gross?
Think:
FOMO countdown timers that reset every time you reload the page
Limited-time offers that never really end
Aggressive popups that guilt-trip you for clicking “no”
Guilt-based messaging (“If you really cared about your family, you'd buy this.”)
Sure, these sleezy tactics might work, but at what cost? They might win the click or the conversion today, but they erode trust over time. People feel manipulated, not empowered. This is where many brands unknowingly get into trouble. Just because a strategy works doesn’t mean it’s ethical or sustainable.
3. Values-Aligned Marketing
This is the sweet spot.
Values-aligned marketing involves aligning your strategy, message, and tactics with your brand values and your audience’s values.
Think:
Clarity and honesty about what you’re offering
Pricing that’s fair and transparent
Consent-based marketing (think opt-ins, not trick-ins)
Highlighting benefits without overhyping
Celebrating diversity and accessibility in your visuals and language
It’s not about perfection, it’s about intention. It’s about being consistent, transparent, and human in your approach. It’s about treating your audience like people, not data points.
How to create Ethical Marketing Campaigns, Copy + Content
So, how do you keep your marketing clean, clear, and values-aligned? Here are a few practical tips to guide you:
1. Gut Check Your Messaging
Before you hit publish, ask yourself:
Am I telling the full truth here?
Would I feel comfortable saying this to someone face-to-face?
Is this pressuring someone, or empowering them to make a decision?
If your copy relies on exaggeration or manipulation, it’s time for a rewrite.
2. Check for Informed Consent
This one’s big. Are you getting informed permission from your audience to market to them?
Is your opt-in clear about what they’re signing up for?
Can people unsubscribe easily?
Are you using their data responsibly?
Consent is sexy. And legally required.
3. Keep It Accessible
Accessible content isn’t just ethical—it’s inclusive.
Use plain language
Provide alt text for images
Ensure your website is usable for all people, regardless of ability
Check your contrast, font sizes, and readability
Ethical marketing means making sure everyone can access your message.
4. Lead With Transparency
Let people know what to expect. Be clear about:
What’s included (and what’s not)
How much it costs
When they’ll get results
What’s realistic
Being upfront saves you—and your clients—a world of headaches later.
5. Watch Your Language
The words you choose matter. Swap guilt-trips and fear-based copy for empathy and empowerment.
Instead of: "If you don’t act now, you’ll regret it forever."
Try: "If now feels like the right time, we’d love to help you move forward."
Same message. Different tone. One respects the reader’s agency. The other undermines it.
The Ethical Marketing Test
Still not sure if your campaign or copy is hitting the ethical mark?
Here’s a quick test you can run:
The Grandma test – Would you be proud to show this ad to your granny?
The Mirror test – Would you feel good if someone marketed this exact way to you?
The Headline test – If your tactic showed up on the front page of a major paper, would you still feel good about it?
The Regret test – Would a customer feel misled after buying? Would you feel awkward if they asked you to explain it?
If you answer “no” or “yikes” to any of these... it's probably time for a rethink.
The Takeaway
Ethical marketing isn’t a buzzword. It’s a commitment.
It’s about shifting from “How can I convince people to buy this?” to “How can I clearly show the value I offer—and make it easy for the right people to say yes?”
Your audience doesn’t want perfection. They want realness. They want to feel safe, respected, and understood.
And in 2025, that’s what ethical marketing delivers.
Lead with values, speak with integrity, and build trust like your business depends on it—because, honestly, it does.
And if you ever need a second pair of eyes on your copy to make sure it passes the vibe check, I’m just a message away.
