For over 18 years, Digital Alchemy has been a values-driven organisation. The way we conduct business stems from our corporate values—Be honest, Be Caring, Be Curious, Be Awesome and Be Determined. To serve our customers in the most ethical way possible it is important for us to adopt ethical marketing practices.

Honest Marketing
We commit to absolute honesty in our marketing for our own campaigns and for customers.
Clearly and accurately represent our products, services, and terms and conditions.
We are committed to avoiding deception in any form: omission, misrepresentation, or misleading practice.
Never use dishonest marketing tactics for our own or client marketing campaigns.

Cultural Sensitivity
Advertising that appeals to different cultural and ethnic identities has become a vital part of brand marketing. Sometimes marketing can be considered insensitive and could even offend people. We must lead with understanding and empathy, rather than judgement. It is important for us to ask honest questions, seek understanding from each other.

• Seek out feedback on the appropriateness and sensitivity of marketing content.
• Ongoing internal training to increase awareness of cultural sensitivity and inclusiveness.

Among other traits, Digital Alchemy does not discriminate based on

• gender
• ethnicity
• age
• sexual orientation
• LGBTQ identities
• ancestry
• physical abilities
• religious affiliation
• political beliefs

Ongoing Project-Based Reflections
We ask ourselves the following questions during campaign strategy and execution:

• Are we clearly communicating our product or service’s value without exaggerating or misleading our key audiences?
• Are we using language that honestly communicates the features and benefits of our products and services?
• Are we accurately quoting our customers, partners, and team when we share reviews or testimonials?
• Is our use of data and examples honest and accurate when promoting our features, benefits, or the impact of our products and services?

Email Marketing
As stated in our privacy policy and in line with new SPAM Act regulations, we vow to only send emails to customers who have ‘opted-in’.

Ethical Digital Advertising
Digital content should be made to be honest, ethical and accurate. Aside from that we also need to consider the ethics of the targeting approach. Digital advertising brings its own unique set of ethical issues related to data privacy.

We have entact policies, procedures, and practices that protect customer privacy. Our business has been built around enabling our customers to derive maximum value from data. We Comply with laws and regulations in each country and state where we conduct business.

• We are committed to never exploiting our customers’ data.
• We do not misuse that data, using it only in accordance with our data privacy policy and any customer-provided directions.

We Commit to Update these Practises as the Industry Evolves
We expect ethical marketing practises to continue to evolve along with the technologies marketers use to discover, reach, and engage audiences. The line that separates ethical from unethical marketing practices can shift rapidly. We will continue to monitor the state of the field across different marketing channels and tactics and update our practices accordingly.

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We Commit to Rejecting Impact Washing

Impact washing is similar to greenwashing and happens when a business exaggerates their positive impact to gain a marketing advantage or uses “feel good” marketing to cover up or distract from negative outcomes that their core business model is having in other areas–socially or environmentally.

Impact washing is a broad topic that includes:

• Exaggerating impact by inflating numbers, cherry-picking data, or focusing on stories that aren’t representative of overall outcomes;
• Communicating false promises or making unrealistic claims about expected results;
• Sharing stories or creating impact initiatives that aren’t rooted in an authentic mission or intention for good–but purely for the marketing benefits;
• Using a social impact initiative to distract from negative social or environmental problems caused by their core processes, products, or services.

We pledge that our campaigns:

• Are fully honest and transparent about the social and environmental impacts of a client’s work.
• Review marketing and communications strategies and tactics to ensure that they are not engaging in impact-washing.