Reading: Defining Ethics

Ethics is the set of moral principles or values that guides behaviour. There is a general recognition that many, if not most, business decisions involve some ethical judgment.

Each participant in a marketing transaction brings a set of expectations about how the relationship should function and how the transaction should unfold. For example, as a consumer purchasing from a retailer, you may expect to be treated fairly, pay a reasonable price, receive the product in the promised condition, and find that it performs as advertised. Unfortunately, these expectations may not always align with those of the retailer. A salesperson may not prioritize customer service, the definition of a “reasonable” price may differ, or advertising may be misleading. These gaps in expectations can raise ethical questions that are not always easy to resolve.

Canadian Marketing Code of Ethics

To promote clarity and accountability for marketing professionals, the Canadian Marketing Association (CMA) has established the CMA Code of Ethics and Standards. This framework includes 18 components that address common ethical concerns in marketing, including consumer protection, transparency, consent, and responsible data use.

The CMA Code provides structure for professional conduct and supports self-regulation within the marketing community. It is mandatory for all CMA members and serves as a benchmark for best practices in Canada. Government bodies and regulators often reference the CMA Code when developing legislation, and media outlets regularly cite it as a standard for ethical business practices.¹

To understand the ethical expectations placed on marketers, it is also important to examine the foundation of ethics itself. Norms are widely accepted standards of conduct that are shaped by society and professional bodies. Norms may evolve over time, while values tend to be more stable. Values represent what communities consider desirable, important, and morally appropriate. They guide how we evaluate our own actions and those of others, and they are often expressed as beliefs.²³

The exchange process between a company and a customer is built on a foundation of trust. The CMA’s Statement of Ethics supports this relationship by reinforcing transparency, fairness, and accountability at every stage of the marketing process.

1. Regulatory Framework and Best Practices for Marketing. (n.d.). The CMA. https://www.the-cma.org/regulatory/code-of-ethics
2. Social Norms. (2011, March 01). Stanford Encyclopedia of Philosophy. https://plato.stanford.edu/entries/social-norms/
3. What are social values? (n.d.). Environics Research. https://environicsresearch.com/what-are-social-values/

Creation note: This content was updated with the assistance of ChatGPT, a language model developed by OpenAI, and was subsequently reviewed and edited by the author for clarity and accuracy.