Ethical Marketing & Honest Representation
This criterion assesses the organization's commitment to ethical marketing practices, grounded in the Islamic principles of Sidq (truthfulness) and Nasiha (sincere advice). It evaluates whether marketing materials, advertising campaigns, and sales interactions accurately reflect the true nature, quality, and value of offerings, strictly avoiding Gharar (deceptive uncertainty) and Tatfif (short-changing/misrepresentation). The criterion mandates compliance with relevant regulations (e.g., UK CAP Code, CPUTR 2008, UK GDPR/PECR) to ensure transparency in pricing, data privacy, and claims substantiation. It requires robust internal controls, including a Claims Register, vulnerability safeguards, and a formal complaint resolution process, ensuring that customers—especially the vulnerable—are treated with Ihsan (excellence) and fairness.
- Does the organization have a formal Code of Ethical Marketing Conduct that covers claims, influencers, and testimonials?
- Can you demonstrate the 'Claims Register' or evidence repository used to substantiate objective marketing claims?
- How does the organization ensure 'Total Price Disclosure' to prevent drip pricing and misleading omissions?
- What controls are in place to ensure compliance with UK GDPR and PECR (e.g., consent records, suppression lists)?
- How does the organization identify and safeguard vulnerable customers in its marketing strategies?
- Is there a formal SOP for handling marketing-related complaints, and are SLAs monitored?
- How are live marketing assets (including social media and affiliates) monitored for ongoing compliance?
- Code of Ethical Marketing Conduct.
- Claims Register (or Substantiation File) with evidence for key claims.
- Marketing approval checklists showing Legal/Compliance sign-off.
- Records of PECR consent and suppression list management.
- Vulnerability Impact Assessment records for campaigns.
- Complaint logs with resolution times and root cause analysis.
- Training records for Marketing/Sales staff on CAP Code and Ethics.
| Level | Rating | Description |
|---|---|---|
| 5 | 5/5 | Excellence: Comprehensive ethical marketing ecosystem. 100% of claims are substantiated via Claims Register. Proactive vulnerability safeguards and data ethics (GDPR/PECR) exceed legal minimums. Zero upheld complaints. |
| 4 | 4/5 | Strong: Documented Code of Conduct and Claims Register in use. Full pricing transparency (no drip pricing). Formal complaint SOP with SLAs active. Regular training and monitoring. |
| 3 | 3/5 | Good: Basic ethical guidelines defined. Legal compliance (CAP/CPUTR) is generally met, but substantiation is ad-hoc. Complaint handling is reactive. |
| 2 | 2/5 | Weak: Policy exists but lacks operational teeth (e.g., no evidence checks). Pricing terms may be unclear. Limited awareness of data privacy rules. |
| 1 | 1/5 | Poor: No clear ethical guidelines. Deceptive practices, hidden fees, or misleading claims are prevalent. Non-compliant with regulations. |
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