Ethics in Digital Marketing

Klaus Solberg Söilen
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Klaus Solberg Söilen: Halmstad University

Chapter 37 in Digital Marketing, 2024, pp 383-391 from Springer

Abstract: Abstract Digital marketing is rife with ethical dilemmas, such as using deceptive design practices, known as “dark patterns,” to manipulate users for profit. These tactics include trick questions, sneak-into-basket, roach motel, and privacy zuckering, among others. Such practices can mislead users into unintended actions, eroding trust, and damaging reputations. Ethical design prioritizes user consent and transparency, ensuring users are fully aware of their actions. Mason’s four main ethical issues in information technology—privacy, accuracy, property, and accessibility—highlight the importance of protecting user data and ensuring information integrity. Laws like GDPR and PECR enforce data protection and privacy, requiring companies to handle personal data responsibly and transparently. Intellectual property rights protect creations, designs, and content from unauthorized use, ensuring fair competition. Online advertising laws mandate clear and truthful marketing, protecting consumers from deceptive practices. Companies must collect customer information ethically, ensuring transparency and consent. Text messages and email marketing require explicit customer consent and relevant content to avoid being intrusive. Online reviews should be genuine, as fake reviews undermine trust and credibility. Understanding and adhering to ethical principles in digital marketing is crucial for maintaining trust, protecting customer data, and ensuring compliance with regulations. Managers must prioritize transparency, consent, privacy, accuracy, property rights, accessibility, authenticity, and ethical communication to build a positive reputation and foster customer loyalty. Avoiding dark patterns and addressing negative feedback promptly are essential for ethical reputation management. By upholding these standards, companies can navigate the complexities of digital marketing while maintaining integrity and trustworthiness.

Date: 2024
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DOI: 10.1007/978-3-031-69518-6_37

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