The code of ethics shall apply to all registrants with Ethicas® Global Pty Ltd (“Ethicas®”).
By registering with Ethicas®, you agree to abide by this Code of Ethics and acknowledge that any breach of this code may result in your registration being suspended or cancelled.
Registrants acknowledge that by adhering to this Code of Ethics they are demonstrating a high standard of ethical behaviour which is essential to winning business and building a long term successful business.
This code applies to all registrants with Ethicas® across all business sectors. The intent of this code is to identify examples of unethical conduct and help guide registrants to practice the highest standard of ethical marketing principles.
This code does not replace legal advice or provide any consumer law guidelines. Registrants should at all times be informed about any relevant laws that apply in their own countries and jurisdiction and they are required to comply with these at all times.
Registrants will avoid unsustainable statements or misleading descriptions of products or services in all sales and marketing material, including any online media. Explaining the benefits of your product or service in a favourable light is acceptable, but setting unreal or unreachable expectations is not acceptable.
Unethical conduct includes, but is not limited to:
Making claims about your product or service including stock levels that you do not have or are unable to deliver is considered unethical.
Making any claims about your product or service that a reasonable consumer could misunderstand or get a false impression of or expect an unrealistic outcome is unethical.
The description of your products on all your advertising must be accurate and match the actual products, failing which this is considered to be unethical.
If quoting fees on your web site or any other advertising material, you must disclose the full fee of the product or service you are providing and clearly state any other fees that may be applicable to the client such as third party booking fees, delivery costs or any other cost the client has to pay..
Overstating the quality of a product or service you are offering is misleading and is considered to be unethical.
Making claims of authorship of any material or work where you do not have the legal right to do so is illegal in most countries and is unethical.
Using scarcity to market is acceptable if it is genuine, however using scare tactics such as “Buy Now or Else” and “If you don’t buy now you will regret it later” is considered to be unethical. Promoting or using fake timelines is deceptive and misleading.
Deception is not just in the description of your product, it is also in the look of your product and if you change the look of your product in order to sell it, the client will ultimately be disappointed with your business and will not engage with you again, and such behaviour is unethical
Testimonials and reviews are an important part of your online reputation as long as they are genuine. Genuine testimonials and reviews should:
What you do not know can hurt (cost you). Omission of facts, side effects or any other important information about your product or services from your marketing commutations is unethical and deceptive. Full disclosure to the client is the only path to long term success.
If your marketing messaging makes a claim about your product or service, then your disclaimer or small print must not contradict that claim or add unrealistic or unreasonable conditions.
Using a guarantee for your service or product can be very powerful but it must be real and have a clearly defined outcome if the guarantee is breached.
For the avoidance of doubt, if you engage in any marketing activity designed to deceive or confuse your customers or prospects for personal, financial or any other gain, it is unethical. As a registrant with Ethicas® you have a duty to avoid all unethical marketing activity and let your client and prospects know that you are ethical and proud of it.