In a previous post, “Is Ethical Advertising Possible?” I talked about the internal discussions we were having as we looked to expand our marketing efforts beyond what we’d done in the past. One of the reasons for that post was to explain our current thinking both so everyone knew where we were coming from, and so that we could get feedback from the community. We’ve really appreciated the feedback we’ve gotten so far and we have combined it with our own internal discussions to create an initial draft of what we are calling our Ethical Marketing Principles. We will use this as a guiding document for which marketing methods are acceptable and which aren’t for us from this point on.
Ethical Marketing Principles
This document serves to provide a set of high-level guiding principles we can use to direct which marketing practices fit within Purism’s ethics as dictated by our Social Purpose and our Digital Bill of Rights. While this document will list some examples of dos and don’ts, those examples will not be all-inclusive and shouldn’t be treated as a final list of what is allowed or not.
This is a living document. As we start applying these principles to our marketing decisions, we will very likely come across edge cases that will require more clarity. New technology advances may also provide new edge cases that don’t fit neatly into our principles. We may also find unforeseen consequences in actions that seem to conform to these principles at first. In all these cases we will likely need to amend this document.
Ultimately, the goal is to treat our customers ethically and to respect their privacy. Privacy, like clothing, is not one-size-fits-all. What one person feels free to share, another may feel is extremely private. Some people are comfortable wearing revealing clothing while others prefer to cover up. When in doubt, we will err on the side of being more conservative, but wherever we draw the line, some people will feel it’s too far and others not far enough.
Read the rest of the post, including the full set of guidelines, here: