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.
| Metric | Ethical Marketing Integrity Score |
|---|---|
| Target | 100% Compliance / 0 Complaints |
| Frequency | Quarterly |
| Method | Composite of: (1) % Claims Substantiated, (2) % Data Consent Compliance, (3) # Upheld Regulatory Complaints (Target: 0) |
| Unit | Composite Index |
Level 1: Initial/Ad-hoc
Marketing is ad-hoc with no ethical guidelines. Misleading claims, hidden fees, or aggressive tactics are common. No compliance checks for data privacy.
Level 2: Developing
Basic policy exists prohibiting outright lies. Compliance is reactive to complaints. Pricing may exclude mandatory fees (drip pricing). Data consent is collected but not rigorously managed.
Level 3: Established
Formal Code of Ethical Marketing is in place. A 'Claims Register' is established but may lack depth. Marketing materials are reviewed for CAP Code compliance. Staff are trained on basic truthfulness.
Level 4: Advanced
Strong ethical framework. All claims are substantiated in the Register before publication. Full pricing transparency is standard. Vulnerability checks are performed. Complaint SOP is active with SLAs.
Level 5: Optimizing
Excellence. The organization is a trusted industry leader. Proactive Nasiha (advice) guides all communications. Zero upheld complaints. Advanced data ethics and independent audits ensure absolute integrity.
Organisation Types
By Organisation Size
| Size | Applicability | Notes |
|---|---|---|
| Micro | exempt | Formal claims registers, codes of conduct, and legal sign-offs are disproportionate for volunteer-run groups, though basic GDPR and honesty still apply. |
| Small | partial | Must comply with GDPR/PECR and ensure honest pricing, but a formal 'Claims Register' and dedicated legal sign-off checklists are disproportionate. |
| Medium | partial | Requires an ethical marketing code and strict GDPR/PECR compliance, but formal legal/compliance sign-off processes can be scaled down to management approval. |
| Large | full | |
| Major | full |
Applicable When
- The organization actively engages in marketing and advertising activities.
- The organization sells products or services to consumers (B2C).
- The organization collects personal data for direct marketing.
- The organization uses third-party influencers or affiliates.
Not Applicable When
- The organization does not engage in any marketing or advertising activities.
- The organization operates solely on a closed B2B basis with sophisticated clients (limited applicability).
Related Criteria
Discussion (1)
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