Marketing Ethics: A Study of Significance Within National Professional Associations

Abstract

Professional associations are expected to maintain a reasonable standard of behavior regarding how they market to their service bases. Prior research indicates that the use of written marketing ethics is not standardized and that business codes of ethics are a potential base for a universal code of marketing ethics from which all professionals could draw. We use document analysis to review several professional associations’ codes of conduct across several industries and quantify the mention of marketing ethics within each code to identify and explore gaps. The review found that some associations’ codes had significant representation, and others had a minimal or nonexistent representation of marketing ethics. Our findings also indicate that several external forces may determine the presence of marketing ethics and that such sporadic inclusion of marketing ethics indicates a necessity to develop and implement marketing ethics to protect professional and organizational integrity and market and consumer interests.