Positive Brandwashing

The new ethical guideline for companies of the social media age

These 10 Ethical Guidelines were developed based on research and votes by more than 2,000 consumers. They identified these guidelines to be the 10 most important Ethical Guidelines they’d like companies to follow. I would like to open the votes on the top 10 Ethical Guidelines guidelines to a second round of voting, with you, in order to identify the top 5 Ethical Guidelines. Please join me in creating this important set of guidelines to help improve the ethics of brands everywhere.

Click on the stars to post your rating.

  • 1.
  • Don’t do to kids what you wouldn’t do to your own. Don’t do to consumers what you wouldn’t do to your closest friends and family members.
  • Rating:
    346 votes Cast your vote now!

Real life examples

  • 2.
  • Secure an ‘ethical’ sign-off from your target group each time a campaign, a new product or a service is about to be launched in the market. Develop your own independent consumer panel (a representative target audience) and disclose the perception of the product, as well as the reality. Let the consumers make the final call.
  • Rating:
    152 votes Cast your vote now!

Real life examples

  • 3.
  • Align perception with reality. Your talents might very well lie in brilliantly creating convincing perceptions, but how do they stack up against the reality? If there’s a mismatch, either one must be adjusted in order for them to be in sync.
  • Rating:
    142 votes Cast your vote now!

Real life examples

  • 4.
  • Be 100% transparent. Nothing less. The consumer needs to know what you know about them. Furthermore, they must be told exactly how you intend to use the information. If they don’t like what they see, they need a fair and easy way to opt out.
  • Rating:
    180 votes Cast your vote now!

Real life examples

  • 5.
  • Almost any product or service has a downside – don’t hide the negatives. Tell it as it is. Be open and frank, and communicate it in a simple and straightforward way.
  • Rating:
    156 votes Cast your vote now!

Real life examples

  • 6.
  • All your endorsements and testimonials must be real - don’t fake them.
  • Rating:
    178 votes Cast your vote now!

Real life examples

  • 7.
  • Does your product have a built-in expiration date? If so, be open about it and communicate it in a visible, clear and easily understood manner.
  • Rating:
    138 votes Cast your vote now!

Real life examples

  • 8.
  • Avoid fueling peer pressure among kids. Bear in mind you’d hate for your kids to come under such pressure.
  • Rating:
    137 votes Cast your vote now!

Real life examples

  • 9.
  • Be open and transparent about the environmental impact of your brand (including its carbon foot print and sustainability factors).
  • Rating:
    146 votes Cast your vote now!

Real life examples

  • 10.
  • Do not hide or over-complicate your legal obligations to be placed in your ads or on your packs. These should be treated just like any other commercial message on your pack, using a simple, easy-to-understand language.
  • Rating:
    151 votes Cast your vote now!

Real life examples