Exploring The Ethics Of Website Promotion In The UK

Written by Bruce Stander, Managing Director, Optimal Internet Limited

As in any other aspect of business, website promotion is covered by the prevailing ethical rules and regulations of both a particular industry and the general Internet economy. Indeed, there are many reasons why observing good ethical practices in the creation of website promotions is an important part of everyday business. However, the most compelling reason from a business standpoint is that the combination of a good product and great ethical practices across the board equal a solid brand name. Consumers are becoming more conscious of the ethics of particular companies, especially ones they frequent on a regular basis. By observing a few ethical guidelines, a company can build a good Internet brand name.

One way of protecting against claims of unethical promotion is to utilise the disclosure and disclaimer statements at the bottom of each promotion. These are often legal requirements for advertisements, especially ones that feature dangerous activities or are covered by national health regulations. However, companies need to protect themselves from bad public relations by including anything that needs to be disclosed in their promotions on every advertising piece. This includes warning against re-enactment of a commercial at home, a caution that results may vary, and a variety of other disclaimers that can save time and money down the road.

Another way to maintain strong ethics in web promotion is to use clear language in advertising materials. While this is a consideration for traditional print and television advertisements, nowhere is this more important than the Internet. Shoppers online are often more discerning and do more research than customers in regular stores, which means that advertisements must be both truthful and clear in their intentions. A shoe company shouldnít make lofty promises about athletic prowess gained from wearing a basketball shoe but focus on the price, customer service, and reliability of the product. Clear, unambiguous, and realistic advertising language can avoid customer complaints and lost business.

Finally, and most importantly, website promotions need to avoid being overly intrusive into the lives of Internet users. If you have ever been to a website where they use Flash animation or other tools that pop up as soon as you hit the main page, you will realise the importance of staying out of the virtual face of customers. Advertisers should avoid spamming consumers, sending too many advertisements via e-mail, and develop subscription tools and other methods to advertise that donít invade the personal space of individual users.

Written by Bruce Stander, Managing Director, Optimal Internet Limited