In the United Kingdom there is a construct of “Fundamental” Principles and Frameworks, that have been built up over time.

These are most visible in the accounting/finance worlds, and the principles based approach, is in contrast with a rules based framework, which inevitably becomes unworkably if ever example case is attempted to be resolved ahead of time.

These are some fundamental principles that are starting the conversation as to what is “Ethical Web Marketing”

  • True and Fair – The overall intention should be that communication is True and Fair.
  • Substance over Form – The overall substance and reality of what is being done is most important.
  • Transparency – Relationships should be transparent, where possible, or at least “ethical”.
  • Ongoing Customer Service – Customers should be looked after appropriately.
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