Marketing Ethics

The AMA recognizes that marketing ethics belongs at the very heart of modern marketing. By centering ethics, we emphasize responsible marketing that benefits both business and society. Marketing ethics are the norms and values that guide decisions about brand and marketing activities and that promote trust and transparency. Practicing ethical marketing means:

• Following applicable laws and regulations (the minimum standard)
• Acting with integrity beyond legal requirements, ensuring that actions align with words and values
• Avoiding and mitigating harm
• Making decisions that demonstrate responsibility to customers, stakeholders, and society