The six primary ethical values according to the American Marketing Association (AMA) are honesty, responsibility, fairness, respect, transparency, and citizenship. These values guide marketers in making ethical decisions and fostering trust within the marketing system.
The American Marketing Association's Ethical Framework
The American Marketing Association (AMA) is committed to promoting the highest standards of professional ethical conduct among marketing professionals. Their Code of Ethics provides a framework for marketers to navigate complex ethical dilemmas and build consumer trust. Beyond specific values, the AMA also emphasizes two core ethical norms that underpin all marketing activities:
- Do No Harm: This foundational norm requires marketers to consciously avoid any actions that could be harmful to consumers, society, or the environment. It implies a commitment to product safety, responsible advertising, and avoiding deceptive practices.
- Foster Trust in the Marketing System: Marketers are expected to build and maintain trust among consumers, businesses, and the public. This involves transparent communication, fulfilling promises, and ensuring the integrity of marketing processes.
Core Ethical Values
To achieve these norms, the AMA highlights specific ethical values that marketers should embrace in their professional conduct. These values serve as practical guidelines for ethical decision-making:
Ethical Value | Description and Practical Insight |
---|---|
Honesty | Marketers must be truthful in all situations, including product claims, pricing, and promotions. This means avoiding false or misleading advertising and communications. |
Responsibility | Professionals are accountable for the social, environmental, and economic consequences of their actions. This includes responsible product development and marketing messages. |
Fairness | All marketing activities should be conducted with equity and justice. This involves treating all stakeholders (customers, employees, competitors) equitably and avoiding manipulation. |
Respect | Marketers should acknowledge the basic human dignity of all stakeholders. This includes respecting consumer privacy, cultural differences, and diverse opinions. |
Transparency | Openness and clarity are crucial in marketing. Marketers should be clear about their intentions, methods, and results, allowing stakeholders to make informed decisions. |
Citizenship | Marketers are expected to fulfill their legal, economic, ethical, and philanthropic responsibilities to society. This includes contributing to community well-being and protecting the environment. |
These six values work in conjunction with the overarching norms of 'do no harm' and 'foster trust in the marketing system' to create a comprehensive ethical framework for the marketing profession. Adhering to these principles helps marketers build enduring relationships with consumers and contribute positively to society.