The unfortunate consequence of added pressure is the temptation to implement marketing strategies that can be deceptive, unethical and sometimes illegal. These unethical practices can include exaggerating the consumers' expected results, using tricky terminology or designing intentionally confusing terms and conditions.
Marketing and PR professionals who engage in these activities and behaviors risk destroying their brand's reputation in the marketplace. The reality is that consumers are becoming more aware of these unethical practices.
It's critical that marketing and PR professionals carefully balance implementing new and innovative ways of marketing without crossing ethical boundaries.
Since the actions of each group or individual are direct reflections of the brand, firms should start by establishing clear, ethical guidelines for the team to follow.
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