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0:00
Hello and welcome
to the session on
Ethical and Legal
Considerations.
My name is Hanne
Knight and I teach
marketing at the University
of Plymouth in the UK.
Some of the content is
taken out of my textbook:
"Digital Marketing in
Practice: How to Design,
Implement, and Measure
Effective Campaigns".
0:19
In this session, we
will be looking at
ethical and legal
considerations that
are important for
digital marketers.
Ethical issues include
topics such as
advertising fraud and the spread
of misinformation
on the Internet.
We will cover legal
issues concerning
data protection and privacy law,
as well as advertising fraud.
0:38
Laws and regulations
are in place to ensure
that illegal business practices
are not taking place.
They are clear lines
that a business cannot
cross without being held
responsible by a
country's government.
The digital market landscape
is a relatively recent one
with the Internet only being
widely available
since the mid-90s.
The exponential growth
of the Internet and fast
technological
changes make it very
difficult for laws and
regulations to keep up.
Based on the lack of
vigorous legal standards,
digital marketers often have
to be guided by
ethical principles.
Ethics, in its
most general form,
refers to knowing what is
right and what is wrong.
It is guided by a
moral compass that
decides what humans ought to
do concerning obligations,
benefits to society,
and fairness.
There are strong arguments
for why businesses should follow
the basic guidelines of
conducting ethically
sound business practices.
One of which is that
today businesses
are more transparent than
they have ever been,
as we are living in
the information age,
with information
readily available.
1:40
Unethical marketing
behavior used to be
mainly concerned with fair
advertising activities.
But today, unethical behavior in
the digital marketing context
often relates to data
privacy concerns.
Eighty-four percent of
global consumers are
fearing that their personal
data is not secure,
according to NACA 2020.
The World Federation
of Advertisers, WFA,
published a report
on data ethics
called the rise of morality
in technology to outline
good ethical practices
for advertisers.
They outlined four
key principles.
Respect is the first
principle relating
to having respect for
users and their interests.
Secondly, advertisers
should be fair,
which includes being inclusive,
acknowledge diversity,
and eliminating bias.
Third, digital advertisers
should be held
accountable by robust local
and global governance,
and effective remedies for
data ethics failure
should be in place.
Finally, transparency
is crucial,
which includes being open,
honest, and transparent
about data practices.
Industry partners of the World
Federation of Advertisers
need to adhere to
those principles.
