The Marketing Hippocratic Oath
We propose a voluntary code of conduct specifically for marketing—the Marketing Hippocratic Oath. These statements are identified based on the specific and current ways in which we, as marketers, advertisers, and brand leaders can do harm. As the profession evolves, so too must this oath.
We encourage anyone running a business or executing marketing to take this oath and operate according to these principles. In our daily work as a brand strategy firm, we strive to live by these tenets and advocate for the companies we serve to do the same.
I will put my customers' interests above my own. I will not profit at their expense or exploit them for financial gain.
I will do my best to create real value for my customers while ensuring that I protect the rights and interests of the community and our planet.
I will treat all those my marketing may reach as people, recognizing their emotional, social, and physical health.
I will seek to understand and uphold both the letter and spirit of the law.
I will protect my audience’s personal information in accordance with the law as well as their expectations.
I will not use my power, resources, or knowledge to manipulate, coerce, force, or pressure anyone to make a decision that is not in their best interest for the long term.
I will tell the truth and will not lie, exaggerate, withhold information, or use communications to mislead or create unrealistic expectations for my audiences.
I will respect people’s lives, minimizing interruption, disruption, and unwanted invasion of privacy from my marketing activities.
I will work to reduce the way marketing contributes to consumerism and overconsumption.
I will respect all people through my communications. I will not divide, perpetuate stereotypes, reinforce negative perceptions, or manufacture fear, and I will instead use my communications to unite, educate, and inspire for the betterment of all those who encounter my messages.
I will be transparent when I use artificial intelligence, and I will take accountability for its impact.
To read more on why we wrote this oath, read the article here.
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