Module 3: Social Responsibility
Codes of Ethics
Company codes of ethics in practice
• emphasizes honesty, truthfulness in comm w/ consumers,& avoidance of immoral
• ethical dilemmas arise during implementation of marketing strategy d/
• Cutting ethical corners is approved and even encouraged to make the pitch, the sale
double standard = whistleblowers have careers ended = Pepsi and Coke
• ethical accountability nazi
• Ethical behaviour in trading requires that both the buyer and seller behave ethically not
take a stand is to sell out one’s values, self-respect and soul.
• ethics ombudsman - someone senior in the organization managers can go to and receive a
Highlights of the Canadian Marketing Association Code of Ethics
• Not disseminate unsolicited material
• not exploitation of any person or group ( race, colour, ethnicity, religion) or competitor
• must be clear and truthful not mislead or deceive consumers
• not misrepresent a product
• realize the age group being marketed to (kids, teenagers)
• portrayal must accurately and fairly describe the product
• data referred to must be reliable, accurate and current and must support claim
• avoid undercover or word-of-mouth marketing initiatives
• genuine bills, invoices or government documents must not be used.
• guarantee for repair, replacement, refund or other remedy must be honoured promptly.
A Personal Ethics Checklist
• Ethical vigilance - paying attention to whether one’s actions are right or wrong
- The set we espouse and want others to apply in their behaviour toward us, and
The code of ethics that, for whatever rationalizations, we actually live by.
Understanding Marketing Ethics
• ethical codes break down, societies cease to function and ultimately collapse
• trade in a society and profit from trade have social and moral obligation to accept
general ethical rules of society