F11-06·F11 — Marketing Ethics & Regulation
Integration: the marketer's ethical compass
65 min read
The productive tension
Ethical marketing is either slower, costlier and less effective (the pragmatist view) or contaminated by any commercial consideration (the purist view) — it cannot be both commercially serious and morally serious
The synthesis
The marketer operates three interlocking tests — autonomy, proportionality, legacy — as a judgement discipline rather than a compliance workflow, and in doing so builds the durable trust that is the competitive moat of the trust economy
Learning objectives
- →Integrate the five prior F11 lectures into a single operating discipline the marketer can apply to any campaign, data practice or sustainability claim
- →Apply the three interlocking tests — autonomy, proportionality, legacy — to named commercial cases and distinguish ethical from merely compliant decisions
- →Evaluate named exemplars and counter-examples to identify the structural features of ethical and unethical marketing leadership
- →Argue the career case for ethics as insurance rather than risk, using careers defined by ethical leadership and ethical failure
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