{"id":59989,"date":"2020-12-30T13:52:14","date_gmt":"2020-12-30T12:52:14","guid":{"rendered":"https:\/\/visionarymarketing.com\/?post_type=glossary&p=59989"},"modified":"2023-05-26T07:58:06","modified_gmt":"2023-05-26T05:58:06","slug":"marketing-ethics-in-b2b","status":"publish","type":"glossary","link":"https:\/\/visionarymarketing.com\/en\/glossary\/marketing-ethics-in-b2b\/","title":{"rendered":"Ethics in B2B marketing"},"content":{"rendered":"

Marketing ethics is a broad-ranging topic, which should be seen as a subset of business ethics. Here we will deal with the particulars of business and marketing ethics pertaining to B2B.<\/em><\/p>\n

Marketing Ethics in B2B<\/h1>\n
\"B2B
B2B marketing ethics<\/figcaption><\/figure>\n

Business ethics is about establishing ethical standards to distinguish what should and should not be done in the business world.
\n<\/p>\n

The aim of marketing (as a discipline) is to study the expectations and needs of buyers, to create products and services adapted to these expectations and needs, to implement a communication and distribution strategy around these offers, and to measure the level of customer satisfaction.<\/p>\n

As such, marketing ethics touch on communication<\/strong> (avoid misleading or deceptive advertising*), sales <\/strong>(ban any form of inaccurate product information, prohibit misleading information\u2026), pricing<\/strong>\u00a0(avoid dominant positions, do not engage in cartels between suppliers\u2026), collection and use of personal data, <\/strong>etc.<\/p>\n

* i.e. the voluntary omission of information which the company is legally obliged to provide<\/em>*<\/p>\n

There are several marketing codes of conduct available depending on the country and discipline. With regard to social media, the socialmedia.org disclosure kit<\/a> prevailed in the USA for the 2010\u20132015 period. It was retired in 2015 as the Federal Trade Commission (FTC) adopted a new code of conduct<\/a> and enforced it across the board.<\/p>\n

The FTC code of conduct is named \u2018Guides Concerning the Use of<\/em>
\nEndorsements and Testimonials in Advertising Federal Acquisition Regulation; Final Rule<\/em>,\u2019 it encompasses way more than just social media and aims at establishing transparency and trust throughout advertising and endorsement practises, including social media.<\/p>\n

In the United Kingdom, The Chartered Institute of Marketing (CIM) has published a list, although a non-comprehensive one, of the main available codes of ethics in our profession on its website.<\/p>\n

Ethical Charter<\/h3>\n

The French counterpart of CIM, Adetem, has published an\u00a0ethical charter,\u00a0which\u00a0requires its members (marketing professionals) to carry out actions that respect the following rules:<\/p>\n