Working paper Open Access

Social Marketing Statement of Ethics

Kubacki, K; Eagle, L; French, J; Mintz, J; Musumba, D; Paullier, IB; Veríssimo, D; Ward, D

The International Social Marketing Association (iSMA) adopted this Social Marketing Statement of Ethics to support the ethical conduct of social marketing professionals, including practitioners, scholars and students, in all areas of their professional activities.

The statement is intended to promote conscious engagement with diverse ethical issues arising in social marketing work. As social marketers we have a duty to observe the highest standards of personal and professional conduct. Behaviour change programmes and projects that seek to influence individuals and communities ideally should be developed and delivered in a way that demonstrates that any potential ethical concerns have been identified, considered and addressed.

We recognise that social marketers working across different social issues and contexts face a diverse range of ethical issues, therefore the principles set out in this paper have been developed to be  succinct but also generic enough to be capable of creating a common ethical narrative and shared foundation for all social marketers, identifying potential areas of ethical concern and consider what mitigating actions are necessary.

In November 2018 a working group was established to lead this work on behalf of iSMA, including Krzysztof Kubacki (chair), Diogo Veríssimo (International Social Marketing Association representative), Jim Mintz (Social Marketing Association of North America representative), Dave Ward (Pacific Northwest Social Marketing Association representative), Lynne Eagle (Australia Association of Social Marketing representative), Jeff French (European Social Marketing Association representative), Inés Besada Paullier (Latin American Social Marketing Association representative) and Duncan Musumba (African Social Marketing Association representative).

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