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Marketing practitioners must ensure that all advertisements are truthful, not deceptive, and can be substantiated.

Marketers must protect consumer data, comply with privacy laws like GDPR, and respect consent and data minimization principles.

Marketers must respect copyrights, trademarks, and patents when creating marketing material and avoid infringement.

When making comparisons to competitors, marketers must be honest, fair and able to substantiate their claims.

Marketing communications should not overstate environmental benefits, and claims should be supported by credible evidence.

Special care must be taken to ensure marketing to children is appropriate, not misleading, and does not exploit their inexperience.

Marketers need to clearly disclose any material connections with endorsers and ensure testimonial authenticity and representativeness.

Prices must be advertised accurately, and tactics such as 'bait and switch' are illegal and unethical.

Marketers should follow ethical guidelines with telemarketing, avoiding high-pressure tactics and respecting the National Do Not Call Registry.

Marketing professionals must comply with anti-spam laws such as CAN-SPAM Act, providing opt-out options and truthful subject lines.

Marketers must be transparent about the terms and conditions of their offers and not hide important information in fine print.

Marketers must ensure that behavioral advertising practices are compliant with privacy laws and that consumers are aware of data tracking.

Marketing campaigns should be culturally sensitive and inclusive, avoiding stereotypes, and respecting diversity.

Advertising must be accessible to people with disabilities, ensuring that marketing materials consider different needs.

Marketing efforts should aim to benefit society as a whole and contribute to social causes, not just focus on sales and profits.

Marketers must adhere to regulations set forth by bodies like the FTC, FDA, and other applicable authorities.

Marketers using influencers must ensure sponsored content is clearly identified and that influencers adhere to promotional guidelines.

Content marketing should be honest, add value to the audience, and not mislead consumers with clickbait or sensationalized headlines.

Marketers should avoid the unethical practice of subliminal advertising which attempts to influence consumers unconsciously.