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Table of Contents
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14
Chapter 15
Chapter 16
Chapter 17
Chapter 18
Chapter 19

Chapter 6: Road King Travel
AMA Internet Marketing Code of Ethics

Preamble

The Internet, including online computer communications, has become increasingly important to marketers' activities, as they provide exchanges and access to markets worldwide. The ability to interact with stakeholders has created new marketing opportunities and risks that are not currently specifically addressed in the American Marketing Association Code of Ethics. The American Marketing Association code of Ethics for Internet marketing provides additional guidance and direction for ethical responsibility in this dynamic area of marketing. The American Marketing Association is committed to ethical professional conduct and has adopted these principles for using the Internet, including on-line marketing activities utilizing network computers.

General Responsibilities

Internet marketers must assess the risks and take responsibility for the consequences of their activities. Internet marketers' professional conduct must be guided by:

  1. Support of professional ethics to avoid harm by protecting the rights of privacy, ownership and access.

  2. Adherence to all applicable laws and regulations with no use of Internet marketing that would be illegal, if conducted by mail, telephone, fax or other media.

  3. Awareness of changes in regulations related to Internet marketing.

  4. Effective communication to organizational members on risks and policies related to Internet marketing.

  5. Organizational commitment to ethical Internet practices communicated to employees, customers and relevant stakeholders.

Privacy

Information collected from customers should be confidential and used only for expressed purposes. All data, especially confidential customer data, should be safeguarded against unauthorized access. The expressed wishes of others should be respected with regard to the receipt of unsolicited email messages.

Ownership

Information obtained from the Internet sources should be properly authorized and documented. Information ownership should be safeguarded and respected. Marketers should respect the integrity and ownership of computer and network systems.

Access

Marketers should treat access to accounts, passwords, and other information as confidential, and only examine or disclose content with authorized by a responsible party. The integrity of others' information systems should be respected with regard to placement of information, advertising or messages.

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