Internet Marketer's Code of Ethics

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This has been well received by most of the marketers I associate with. It has gotten some great feedback on my blog. I present it herewith to all of my fellow Warriors...

And, yes, this is the way I conduct my business.

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It has come to my attention and the attention of many of my Internet Marketing colleagues that a huge percentage of people in our community are operating in an unethical, often illegal, manner. In our own spheres of influence, those of us who still believe in "white hat" (ethical, honest) practices are taking to task those we know who are leaning to the "dark side" (dishonest, deceptive, unethical practices).

Naturally, we white hat marketers are being resisted and even upbraided by those on the dark side who continue to pander to the but-it-makes-me-more money-this-way mentality who are more interested in short-term profits than business longevity.

Some of us are fighting mad about it. But, let's take a benevolent position for a moment and assume that part of the problem is that an "Internet Marketer's Code of Ethics" has not been published. We'll give the dark side the benefit of the doubt and ask them to adhere to a code. Then, if they don't, they will have shown us all who they are and we'll have a document to point to; we'll be able to say, "Mr. XYZ marketer has violated these points of the 'Internet Marketer's Code of Ethics'."

General Conduct
  1. I will not knowingly misrepresent myself or the products I am promoting.
  2. I will not knowingly deceive my customers.
  3. I will, at all times, treat my customers, my clients and my peers with due respect as they have earned and deserve.
  4. I will comply with all applicable laws and regulations.
  5. I will honor all guarantees and issue prompt refunds according to the terms I have stated without question.
  6. I will support and promote this Internet Marketer's Code of Ethics.
Promotions
  1. I will refrain from using deceptive and/or misleading headlines, email subject lines and testimonials.
  2. Headlines, subject lines and testimonials will be relevant to the product I am promoting and relevant to the content of my promotional materials.
  3. I will avoid high-pressure and/or manipulative sales tactics.
  4. I will deliver everything I promise in my sales materials.
Communications
  1. I will inform my prospects and customers of the frequency of communication they can expect of me.
  2. I will adhere to those expectations.
  3. I will treat all communications to my customers and prospects as if I am communicating with them in person.
Miscellaneous
  1. I will never deprive someone of an affiliate commission they deserve or have earned.
  2. I will abide by the license restrictions for all resale products I acquire.
  3. I will not engage in excessive, irritating or deceptive entrance/exit popups.
  4. I will address all customer service/support requests in a timely manner.
This code will no doubt be questioned and it will, as a result of the normal course of human emotion and reaction, evolve. But, we have here a starting point from which to proceed.

If you are in agreement with this code, tell every marketer you know about it and get them on board. It's our business to take care of our business. Post your comments and suggestions and feel free to contact me directly. It's time to take a stand.

#main internet marketing discussion forum #code #ethics #internet #marketer
  • nice!!! Ethics are quite important for a variety of reasons!!

    but why not make this public domain or PLR???
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    • I love it Ken, and this is what I expected when I first came into IM but was bitten so many times by sharks I became very disillusioned. I have since come out the other side of that and just 'do my own thing' and only associate with those that I know work in an ethical and moral way. Thanks for this, it is brilliant and we should all sign up to it.
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    • Thank you, Michael! Well, I think it only fair that I get attribution, considering you can do almost anything with it anyway under the license terms:

      Attribution
      CC BY
      This license lets others distribute, remix, tweak, and build upon your work, even commercially, as long as they credit you for the original creation. This is the most accommodating of licenses offered. Recommended for maximum dissemination and use of licensed materials.
  • I love it, Ken!

    The only slight change I would suggest is to add "to the best of my ability" (or similar) to some of them. For example, it can be very difficult for somebody to know ALL of the laws that apply to them.

    That doesn't excuse violating the law in any way, but it seems adding "to the best of my ability" would make it a more honest statement, and therefore even more ethical.

    Furthermore, if people were to adopt this particular code of ethics, they would, in all likelihood, not have to worry about the laws they don't know. If you follow.

    All the best,
    Michael
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    • First off, I'm not going to deny that following this set of principles to the best of your ability is the right way to run a business.

      But I'm going to dissent on posting them and pointing at them as a general practice. It reminds me too much of the over-the-top "born again" types who want to beat me into submission with their Bibles. They're well-meaning types, generally, but they put out the vibe that anyone who doesn't want to wear their faith on their sleeve must be in league with the devil...

      Maybe a bit melodramatic, but the point is the same.

      This is the one I find troublesome:

      The implication is that if I choose not to do so, I must be unethical.
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    • Good point, Michael. I might just do that.
  • I'd like to see something added about not stealing other people's content and honoring copyrights...verbiage along those lines.

    That's a very good start, although I kind of agree with John McCabe too.
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    • Very nice, but the problem remains that the Dark Side will never submit to the code of the White Hats.
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    • I'm with John McCabe on this too. It's a good idea, but in the end is fodder for a witch hunt. It is also risky legally to brand someone as being unethical without some kind of hearing or trial.

      The CC License is a worry too. Kind of a Control Freak thing, isn't it?
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  • All else is commentary.
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  • Nice. I hope this gets some traction. In 2007, I tried starting
    something similar, with more limited scope. Didn't quite take off.
    It's on this post titled "Acceptable Affiliate Practices"

    All success
    Dr.Mani
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    • Thanks, Dr. Mani. Nice post. Also a very interesting listbuilding concept. How well does it serve you?
  • This is great idea Ken - if it is not already in place then it should be established for Internet Marketers - maybe we need to create an organisation or some kind of governing body similar to "Direct Selling Association" (DSA is for MLM).

    We need a body especially for Internet Marketing / Affiliates for online etc. I have had enough seeing lot of BS around and then don't tell you when after paying for something and always have something else to pay too like "upsell" etc - they need to be honest and provide all information in one and first place. Affiliate claim to have software to increase Clickbank sales and show report on video of each day report on Clickbank with big rise in sales but that is really they already have mailing list, mailed out on that day to get bang rise... and lot of other BS that we have to look out for.

    So, an affiliate or IM seller should become a member of the such organisation and have badge on their webpage with unique ID number with link to site. If customer have complaint or to report they can click on badge to let the organisation know if there are not following the code of ethic or whatsoever or to check if they are a good guy! This will force seller to be honest and good and the buyers and always check for badge to know they are safe or something like this, I think it will be great! I know that's a big ask and thing to do, difficult to maintain I think but it is a doable.

    Good start Ken! Keep it up and will follow.

    Cheers.
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  • Well the only people who will approve of and follow this code of ethics are the people who are already marketing "the right way".

    The cheaters and liars will just continue. That's the sad truth of marketing
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  • I agree with John.

    I don't think there is a real need to have a "code of ethics" - why not just a company policy - "Treating customers, employee's and affiliates with respect" within your business and not worrying about what others do with theirs?

    Caliban said it - really, all else is just commentary.

    Guy's - this isn't some war - Jedi vs. Sith, dark side vs. light side. This is business, not A Grand Holy War.

    (note: I run my business with those ethical practices...or try to. I just think having a full blown code of conduct and feeling a strong need to share it is a little over the top.)

    Rob
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    • Thanks for your comment, Rob. I do a lot of coaching of newbie marketers and I want them to know from the first where I stand, so that's a good starting point for discussions. Glad to know you're one of the "good guys"
  • Banned
    I find it a little hokey to be honest with you. As a consumer, I think I'd raise an eyebrow if an industry felt the need to come up with a list of "ethical rules" to adhere to.

    Personally, as a consumer, I evaluate people/websites based on a lot of factors. Reviews, time in business, who gave me the referral, and other "Trust" signals. But it's all case by case. I can't see someone reading those and think "Well that's great. This guy obviously is an ethical dude!"

    It reminds me of those sites that all try to be the "common sense marketer", "The No BS Marketer"....to me it all comes across as a gimmick meant to sell.
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    • Thanks for your honest opinion, Dave.

      Counterpoint: So, then you raise an eyebrow to lawyers, accountants, financial advisors, doctors, dentists, etc., all of whom have published codes of ethics?

      Just sayin'.

      I don't expect anyone to think of me as an "ethical dude" just because I wrote that code. I'm all about building relationships of trust before I ever expect anyone to buy from me.

      For example, here is the type of response I get from professional clients I deal with (forgive the blatant self-promotion, but it's relevant):

      That's what ethical business practices result in: trust.

      But you knew that.
  • Banned
    [DELETED]
  • In Kant's terminology: "categorical imperative", in the Bible:"Decalogue" and"righteousness", in postmodernism:"values clarification", in ancient time:"the golden rule", etc.
  • I don't think that just having this code is enough. What is required is a way for us as marketers to hold one another accountable, find trustworthy partners and warn each other of those who aren't.

    We also require something with teeth that a consumer can learn to trust, like BBB or VeriSign.

    IMTrustWorthy (I can't post links yet, so search for it) is an attempt to start something grassroots that allows feedback and rating, not just a seal. It might be worth checking out.

    There will always be those who won't bother with ethics -- just like the offline industry. There will also be those who pay lip service to ethics. But it doesn't hurt to have a way for those of us who want to operate ethically to stand out. It just needs to be something more than the "I'm honest -- trust me" stuff that you see out there all the time.
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    Internet Marketer's Code of Ethics

    This has been well received by most of the marketers I associate with. It has gotten some great feedback on my blog. I present it herewith to all of my fellow Warriors... And, yes, this is the way I conduct my business.