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The fastest way to know if a marketing firm is unethical

1. Only scuzzy firms feel a need to put giant logos for trade associations on their home page.

It’s screaming out “Look! We’re not scuzzy! We bought memberships!”  No trade association does a good job of keeping unethical firms from joining, and it’s almost impossible for them to kick someone out without getting sued, so they rarely do. But there is no rational ecommerce strategy that says a trade association logo is the most effective use of home page space.

2. The bigger the ethics policy on the website, the worse the ethics.

It’s like a little kid with their face covered in chocolate running to mom and saying “I didn’t steal any candy.”  The guilty overcompensate and try to prove that they are ethical. Ethical firms don’t need to make a public statement that they aren’t crooks.

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