BMA Code of Ethics
The BMA Code of Ethics sets forth the high standards of integrity expected of all marketing and communications professionals. Commitment to this Code of Ethics is a condition of membership in the BMA. The Code serves as a guide to ethical conduct in all aspects of professional practice, including marketing strategy and tactics, advertising, direct response, trade shows, corporate communications, and public relations. Each member of the Business Marketing Association agrees to abide by these principles of professional behavior.
- Marketing and communications activities, including but not limited to branding, promotion, sales support, institutional and financial relations, and community outreach, shall endeavor to present a company or organization, its activities and, where applicable, its financial condition, fairly and consistently to all stakeholders, including customers, employees, investors, and analysts.
- No marketer shall engage in the promotion of goods or services that do not exist, either to test demand or discourage possible competition. Market research using informed subjects to predict response to potential future products or services is permissible.
- All distributors or other channel partners shall be given equal access to sales incentives and promotional assistance. Accepted practices such as volume discounts are permissible.
- Potentially intrusive marketing programs, including e-mail promotions and telemarketing, shall be targeted rather than indiscriminate. They shall also follow accepted industry practices, such as:
- requiring opt-in or allowing opt-out by recipients
- avoiding the use of names gathered by surreptitious methods
- limiting solicitation to those with whom the marketer has an existing or appropriate potential business relationship
- No form of business communications shall be prepared or knowingly accepted that contains untruthful, misleading, or deceptive statements, claims, pricing, warranties, comparative information, or implications.
- No claims shall be made in marketing or business communications whose truth and accuracy are incapable of substantiation through reasonable supporting documentation.
- No form of business communications shall be prepared or knowingly accepted about a product or service that is unsafe and would result in harm to the user unless it gives adequate warning.
- No form of business communications shall be prepared or knowingly accepted that is offensive or in bad taste.
- No form of business communications shall be prepared or knowingly accepted that distorts or changes the meaning of quotes, statements or published material to anything other than that implied by the speaker(s) or author(s).
- No illustrations or photography shall be created or altered to imply that a product is materially different in appearance or performance from its actual state.
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