Códigos de ética
de marketing
LEVANTAMENTO PRELIMINAR DE CONTEÚDO
São Paulo, junho de 2014
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CENTRO DE ALTOS
ESTUDOS DA ESPM
CAEPM
CENTRO DE ALTOS
ESTUDOS DA ESPM
Códigos de ética
de marketing
Equipe:
Ricardo Zagallo Camargo (Coordenação)
Maria Caramez Carlotto
Mariana Lorca
Viviane Tavares Mota
Desing: Guilherme Cohen
São Paulo
Junho de 2014
Apresentação
Este documento apresenta uma síntese do Levantamento realizado pelo CAEPM sobre
Códigos de Ética de Marketing. A pesquisa se concentrou em duas etapas:
1. Levantamento de artigos acadêmicos sobre Código de Ética de
Marketing
Bases de dados de referência: EBSCO / EMERALD / SAGE / CAPES
O período priorizado foi 2011 - 2014.
As palavras chaves procuradas foram:
Marketing Ethical Code(s)
Marketing e “Ethical Code”
Ethical Code on Marketing
Marketing Code of Ethics
Comparing Marketing Ethical Codes
Marketing and Advertisement Ethical Codes
International Standard Ethical Code For Advertising And Marketing
Standard Ethical Code For Global Marketing
Standard Ethical Code For Marketing Strategy
Código de Ética Em Marketing
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II. Levantamento de Códigos de Ética
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Levantamento de códigos de ética citados pelos código da ABMN.
Pesquisa no Google com as seguintes palavras-chave:
“Código de Ética” e Marketing
“Melhores práticas” e Marketing
“Padrões de melhores Práticas” e Marketing
“Ethical code of Marketing” / “Ethical code” e Marketing
“Marketing code of ethics”
“Code of ethics” e Marketing
“Statement of ethics” e Marketing
“Marketing statement of ethics”
“Standards of practice” e Marketing
“Marketing standard of practices”
CAEPM
I. Lista de artigos acadêmicos levantados
ACEVEDO, Claudia Rosa; NOHARA, Jouliana Jordan & CAMPANARIO, Milton De Abreu; Telles,
Cecilia Caraver Prado. Advertising ethics from the viewpoint of advertising executives/Ética da
propaganda sob o olhar dos publicitários. RAE Eletrônica, v.8, n.1, 2009.
AGGARWAL, Praveen;VAIDYANATHAN, Rajiv & CASTLEBERRY, Stephen. Managerial and Public
Attitudes Toward Ethics in Marketing Research. Journal of Business Ethics, v. 109, n. 4, p. 463-481.
2012.
BALMER, John; POWELL, Shaun & GREYSER, Stephen. Explicating Ethical Corporate Marketing.
Insights from the BP Deepwater Horizon Catastrophe: The Ethical Brand that Exploded and then
Imploded. Journal of Business Ethics, v. 102, n. 1, p. 1-14, 2011.
BELAK, Jernej & ROZMAN, Mateja Pevec. Business ethics from Aristotle, Kant and Mill’s
perspective. Journal Kybernetes, v.41, n. 10, p.1607-1624, 2012.
CABRERA, Sergio & WILLIAMS, Christine. Consuming for the Social Good: Marketing, Consumer
Citizenship, and the Possibilities of Ethical Consumption. Critical Sociology, v. 40, n. 3, p. 349-367,
2012.
CALLAGHAN, Michael; WOOD, Greg; PAYAN, Janice M.; SINGH, Jang & SVENSSON, Göran. Code
of ethics quality: an international comparison of corporate staff support and regulation in Australia,
Canada and the United States. Business Ethics: A European Review, v. 21, n. 1, p.15-30, 2012.
CHATTERJEE, Samir Ranjan & TATA, Ratan. Convergence and Divergence of Ethical Values across
Nations: A Framework for Managerial Action. Journal of Human Values, v. 4, n. 1, p. 5-23, 1998.
CHITAKORNKIJSIL, Pranee. Brand integrity, advertising and marketing ethics as well as social
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CHOU, Lin-Yuan. Knowledge discovery through bibliometrics and data mining: an example on
marketing ethics. International Journal of Organizational Innovation, v. 3, n. 4, p. 106-139, 2011.
D’ANGELO, André Cauduro. A ética no marketing. Rev. adm. contemp., v.7, n.4, p.55-75, 2003.
ERWIN, Patrick. Corporate Codes of Conduct: The Effects of Code Content and Quality on Ethical
Performance. Journal of Business Ethics, v. 99, n. 4, p.535-548, 2011.
FERRELL, O. C. & KEIG, Dawn L. The Marketing Ethics Course: Current State and Future
Directions. Journal of Marketing Education. v. 35, n. 2, p. 119-128, 2013.
FERRELL, O.C. & FERRELL, Linda. A Macromarketing Ethics Framework: Stakeholder Orientation
and Distributive Justice . Journal of Macromarketing, v. 28, n. 1, p. 24-32, 2007.
FRECHTLING, Douglas & BOO, Soyoung. On the Ethics of Management Research: An Exploratory I
nvestigation. Journal of Business Ethics, v. 106, n. 2, p. 149-160, 2012.
GREIN, Andreas F. & GOULD, Stephen J.Voluntary Codes of Ethical Conduct: Group Membership
Salience and Globally Integrated Marketing Communications Perspectives. Journal of
Macromarketing, v. 27, n. 3, p. 289-302, 2007.
HARKER, Debra & HARKER, Michael. The Role of Codes of Conduct in the Advertising SelfRegulatory Framework. Journal of Macromarketing, v. 20, n. 2, p. 155-166, 2000.
HOLDER-WEBB, Lori & COHEN, Jeffrey. The Cut and Paste Society: Isomorphism in Codes of
Ethics. Journal of Business Ethics, v. 107, n. 4, p. 485-509, 2012.
KAPTEIN, Muel. Toward Effective Codes: Testing the Relationship with Unethical Behavior. Journal
of Business Ethics, v. 99, n. 2, p. 233-251, 2011.
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LACZNIAK, Gene & KENNEDY, Ann-Marie. Hyper Norms: Searching for a Global Code of Conduct.
Journal of Macromarketing. v. 31, n. 3: p. 245-256, 2011.
LACZNIAK, Gene & MURPHY, Patrick. Normative Perspectives for Ethical and Socially Responsible
Marketing. Journal of Macromarketing, v. 26, n. 2: p. 154-177, 2006.
MASON, J. Barry; BEARDEN, William O. & RICHARDSON, Lynne Davis. Perceived Conduct and
Professional Ethics Among Marketing Faculty. Journal of the Academy of Marketing Science, v. 18, n. 3, p.
185-197, 1990.
MAYO, Michael A. & MARKS, Lawrence J. An Empirical Investigation of a General Theory of Marketing
Ethics. Journal of the Academy of Marketing Science, v. 18, 2: pp. 163-171, 1990.
MIHAI, Berinde & ALINA, Andreescu Nicoleta. Business ethics implementation in the organizational
culture of companies. Annals of the University of Oradea, Economic Science Series. v. 22, n. 1, p.44-53,
2013.
NASCIMENTO, Álvaro. Propaganda de medicamentos: como conciliar uso racional e a permanente
necessidade de expandir mercado?. Trab. educ. saúde, v.5, n.2, p.189-250, 2007.
NILL, Alexander & SCHIBROWSKY, John A. Research on Marketing Ethics: A Systematic Review of the
Literature. Journal of Macromarketing, v. 27, n. 3, p. 256-273, 2013.
NYILASY, Gergely & REID, Leonard N. Advertiser Pressure and the Personal Ethical of Newspaper
Editors and Ad Directors. Journal of Advertising Research, v. 51, n. 3, p. 538-551, 2011.
PAYNE, Dinah & PRESSLEY, Milton. A transcendent code of ethics for marketing professionals.
International Journal of Law and Management, v. 5, n. 1, p.55-73, 2013.
PENA, Roberto Patrus Mundim. Ética y estrategia en un marco teórico referencial de la ética de
negocios. Rev. adm. contemp., v..8, n.spe, p.229-252, 2004.
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RAWWAS, M. ; ARJOON, S. & SIDANI,Yusuf. An Introduction of Epistemology to Business Ethics: A
Study of Marketing Middle-Managers. Journal of Business Ethics. v. 117, n. 3, p.525-539, 2013.
RINALLO, Diego; BASUROY, Suman; WU, Ruhai & JEON, Hyo. The Media and Their Advertisers:
Exploring Ethical Dilemmas in Product Coverage Decisions. Journal of Business Ethics, v. 114, n. 3, p.
425-441, 2013.
ROMANI, Laurence & SZKUDLAREK, Betina. The Struggles of the Interculturalists: Professional
Ethical Identity and Early Stages of Codes of Ethics Development. Journal of Business Ethics. v. 119,
n. 2, p. 173-191, 2014.
ROSSY, Gerard. Five questions for addressing ethical dilemmas. Strategy & Leadership, v. 39, n. 6,
p.35-42, 2011.
SHARBATOGHLIE, Ahmad; MOSLEH, Mohsen; SHOKATIAN, Taha. Exploring trends in the codes of
ethics of the Fortune 100 and Global 100 corporations. Journal of Management Development, v. 32,
n. 7, p.675-689, 2013.
SHERRELL, Daniel L.; HAIR JR., Joseph F. & GRIFFIN, Mitch. Marketing Academicians’ Perceptions of
Ethical Research and Publishing Behavior. Journal of the Academy of Marketing Science, v. 17, n. 4: p.
315-324, 1989.
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SVENSSON, Göran & WOOD, Greg. A conceptual framework of corporate and business ethics
across organizations: Structures, processes and performance. Journal Learning Organization, v. 18, n.
1, p.21-35, 2011.
SVENSSON, Göran; WOOD, Greg; SINGH, Jang; PAYAN, Janice M. & CALLAGHAN, Michael. The
embeddedness of codes of ethics in organizations in Australia, Canada and the United States.
Business Ethics: a European Review, v. 20, n. 4, p. 405-417, 2011.
SWAIDAN, Ziad. Culture and Consumer Ethics. Journal of Business Ethics, v. 108, n. 2, p. 201-213,
2012.
SYNDER, Wally. Making the Case For Enhanced Advertising Ethics. Journal of Advertising Research, v.
51, n. 3, p.477-483.
TSALIKIS, John; SEATON, Bruce & SHEPHERD, Phillip. Business Ethics Index: Latin America. Journal of
Business Ethics, v. 119, n. 2, p.209-218, 2014.
TSENG, Fan-Chuan & FAN,Yen-Jung. Exploring the Influence of Organizational Ethical Climate on
Knowledge Management. Journal of Business Ethics, v. 101, n. 2, p325-342, 2011.
WARREN, Richard C. Are we making progress in international business ethics? Humanomics, v. 27, n.
3, p. 212 – 224, 2011.
WILLIAMS, John & AITKEN, Robert. The Service-Dominant Logic of Marketing and Marketing Ethics.
Journal of Business Ethics, v. 102, n. 3, p. 439-454, 2011.
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II. Lista de Códigos de Ética levantados
Códigos de ética de marketing
1. Código de ética da ABMN
Associação Brasileira de Marketing e Negócios (ABMN)
http://abmn.com.br/menu/pdf/codigo_de_etica.pdf
2. Código de Ética do Marketing Promocional
Associação de Marketing Promocional (AMPRO)
http://ampro.com.br/codigo-etica
3. Código de ética dos profissionais de propaganda
Associação dos Profissionais de Propaganda (AAP)
http://www.cenp.com.br/PDF/Legislacao/Codigo_de_etica_dos_proffisionais_da_propaganda.pdf
4. Código Brasileiro de Autorregulamentação Publicitária
Conselho de Autorregulamentação Publicitaria (CONAR)
http://www.conar.org.br/codigo/codigo.php
5. Código de Ética da ABEMD
Associação Brasileira de Marketing Direto
http://www.abemd.org.br/pagina.php?id=23
6. Código Internacional de Pesquisa de Mercado e Pesquisa Social (ISOMAR/ICC)
ESOMAR (Sociedade Europeia para Pesquisa de Opinião e Mercado)
ICC (Câmara Internacional de Comércio)
http://www.esomar.org/uploads/public/knowledge-and-standards/codes-and-guidelines/ESOMAR_ICC-ESOMAR_
Code_English.pdf
7. Advertising and marketing Communication Practice: consolidated ICC code
ICC (Câmara Internacional de Comércio)
http://www.iccwbo.org/advocacy-codes-and-rules/document-centre/2011/advertising-and-marketing-communicationpractice-(consolidated-icc-code)/
8. Statement of Ethics of AMA
American Marketing Association
https://archive.ama.org/Archive/AboutAMA/Pages/Statement%20of%20Ethics.aspx
9. Standards of Practice of the AAAA
American Association of Advertising Agencies
http://www.aaaa.org/about/association/pages/standardsofpractice.aspx
10. Code of Ethics of LMA
Legal Marketing Association
www.legalmarketing.org/d/do/545
12. Direct Marketing code of practice DMA
The Direct Marketing Association
http://www.dma.org.uk/sites/default/files/tookit_files/code-of-practice-feb2012.pdf
13. The direct marketing code of ethics
Japan Direct Marketing Association
http://www.jadma.org/e/guideline/01.html
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Códigos de ética de outras profissões
1. Código de Ética dos Profissionais de Administração (CEPA)
Conselho Federal de Administração
http://www.crapb.org.br/codigo-de-etica/
2. Código de Ética Profissional do Economista
Conselho Federal de Educação
http://www.eticaempresarial.com.br/imagens_arquivos/artigos/file/eticaenegocios/codetica_economia.pdf
3. Código de Ética dos Jornalistas Brasileiros
Federação Nacional de Jornalistas (FENAJ)
http://www.fenaj.org.br/federacao/cometica/codigo_de_etica_dos_jornalistas_brasileiros.pdf
4. Código de ética profissional do psicólogo
Conselho Federal de Psicologia
http://site.cfp.org.br/wp-content/uploads/2012/07/codigo_etica.pdf
5. Código de ética dos profissionais de relações públicas
Conselho federal de profissionais de relações públicas
http://www.conferp.org.br/?page_id=35
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