How marketers can recognise ethical risk, apply sound judgement, and make defensible decisions under pressure

Reflection: Think of a time when speed, targets or uncertainty made a marketing decision harder. What created the pressure?


Why this matters:

Marketing decisions are often made quickly, with incomplete information and commercial pressure


That is exactly when ethical risk becomes harder to spot


The AMA says marketing ethics should be centred because it promotes trust and transparency and benefits both business and society.

Key point: Ethics is not a luxury for calmer times. It matters most when the pressure rises.

By the end of this session, you should be able to:

Recognise why ethical problems become harder under pressure


Use practical frameworks to assess difficult decisions


Understand how targets, incentives and stress can distort judgement


Make decisions that are commercially sensible and ethically defensible


Reduce the risk of misleading, unfair or harmful marketing practice

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