An overwhelming majority (92%) of marketers consider themselves to be ethical, according to research [PDF] released by Phrasee.
But the same research also reveals that one-quarter have been pressured to use unethical marketing tactics at work.
Consumers tend to have a dim view of industry practitioners: Gallup surveys consistently show that advertising practitioners are among the least trusted professionals for honesty and ethics – putting them among car salespeople and members of Congress.
These survey results come at a time when brand trust is gaining in importance with consumers.
So what best describes unethical marketing practices? Here are a few notes from Phrasee’s research.
Out of the options surveyed, it’s quite clear that marketers feel that ethical marketing needs to tell the truth and provide transparency to customers.
At the top of the list of unethical practices, some 7 in 10 (69%) marketers cited marketing that distorts or exaggerates the truth as one such behavior.
Closely related to that was using unrealistic or altered images (56%) – an important consideration given the fact that consumers prefer visual information, at least when shopping online. Read the rest at Marketing Charts.