Marketers must accept responsibility for the consequences of their activities and make every effort to ensure that their decisions, recommendations and actions function to identify, serve and satisfy all relevant publics: customers, organizations and society.
Marketers' Professional Conduct must be guided by:
Marketers shall uphold and advance the integrity, honor and dignity of the marketing profession by:
Participants in the marketing exchange process should be able to expect that
It is understood that the above would include, but is not limited to, the following responsibilities of the marketer:
Marketers should be aware of how their behavior may influence or impact the behavior of others in organizational relationships. They should not demand, encourage or apply coercion to obtain unethical behavior in their relationships with others, such as employees, suppliers, or customers.
Internet marketers must assess the risks and take responsibility for the consequences of their activities. Internet marketers' professional conduct must be guided by:
Information collected from customers should be confidential and used only for expressed purposes. All data, especially confidential customer data, should be safeguarded against unauthorized access. The expressed wishes of others should be respected with regard to the receipt of unsolicited e-mail messages.
Information obtained from the Internet sources should be properly authorized and documented. Information ownership should be safeguarded and respected. Marketers should respect the integrity and ownership of computer and network systems.
Marketers should treat access to accounts, passwords, and other information as confidential, and only examine or disclose content when authorized by a responsible party. The integrity of others' information systems should be respected with regard to placement of information, advertising or messages.