New guidance just released by the International Consumer Protection and Enforcement Network (ICPEN) is something to take a look at.
Are your communications ethical and honest?
I'd argue that all reputable marketing and PR agencies would be meeting the requirements of the guidelines anyway, whether for their own code of ethics or those of a professional body... but worth a look at in case the agency or person you work with isn't as honest....
There are three sets of guidelines (hyperlinked below):
For marketing professionals the guidelines include advice such as "do not write, commission or publish fake reviews" - I'd hope reputable companies wouldn't be doing this anyway!
Some principles which perhaps have been overlooked as we dive deeper into the digital marketplace are worth reiterating to all staff, particularly more junior staff who haven't yet got qualifications or the experience to do this automatically. These are most relevant to blog posts, video blogs, tweets and online publications but should apply to all your marketing and advertising efforts:
Where content is paid-for, ensure that this fact is disclosed clearly and prominently (this didn't happen until relatively recently on Twitter, for example, and I'm sure still isn't happening as often as it should)
Give clear instructions to intermediaries and publishers (such as marketing professionals, bloggers and digital influencers) that paid-for content and other relevant commercial relationships should be identified - remember the onus is on you to spell this out to those folks you work with and to ensure they follow through.
Remember these are guidelines and principles but offer solid advice to ensure you stay reputable, your reputation stays golden and that customers aren't misled. If you can't get genuine glowing reviews from your own services or products, I'd love to work with you to help identify where there are problem areas and to fix them.