EthicMark Institute

1. accepts donations to Distribute to Non-Profit media and other Outlets, Universities, Business Schools, vocational training institutes and the general public, the radio program "Ethical Marketplace", and the television program "Ethical Markets." This series of TV and radio programs educate the public as to the importance of the above-cited ethical values.
2. extends its public education mission to cover advertising, marketing, public relations, media activities and all business communications with the general public through all public media: print, radio, television and sponsorship of other sports events, academic activities, conferences, displays and exhibitions. The EMI administers the voluntary certification program under its registered service mark, 'EthicMark' to uphold and reward with public recognition the highest standards of business performance in advertising, marketing and other communications with the general public. Companies and other organizations may voluntarily submit their media-related programs and advertising campaigns to the EMI to apply for accreditation under the EthicMark. The EthicMark seal will be awarded after thorough independent auditing according to the EMI criteria.

The EthicMark Code Of Conduct
Whereas companies' media related activities and communications with the public have enormous power to impart general knowledge, improve education and broader social conditions, these powers imply Social Responsibilities.

Such Social Responsibilities include:
Truthfulness, Transparency, Fairness and Observance of all major conventions and laws protecting the public and with respect to human rights, non-discrimination on the basis of race, gender, ethnicity, age, sexual orientation or other stereotyping.

Refraining from exploitation of communications media to monopolize or reduce diversity of viewpoints, or manipulate consumers, employee and all human beings by using exaggeration, hyperbole, psychological incursion or subliminal techniques of persuasion or other forms of engineering consent.

Respect consumers as human beings rather than reducing them to a "market."

Take responsibility for the power to educate, persuade and shape the preferences and decisions beyond the marketplace.

To take special consideration in marketing to minors. Refrain from corporate advertising of unhealthy products to minors or in schools.

Refrain from advertising, particularly to young people, minors or teenagers in ways that promotes risky behaviors and/or undermine parental responsibility, challenges socially responsible norms or encourages self- and socially-destructive attitudes.

Abstain from exploitation of violence, cruelty to humans or animals, sensationalism, and degrading, pathological portrayals.

Respect attitudes, cultural norms and values beyond the marketplace, which may be damaged by commercialism.

Refrain from encouraging waste and over consumption, particularly when promoted as substitutes for addressing psychological problems.

Seek to portray and reinforce healthy lifestyles and behaviors that enhance personal development, community life, social responsibility and environmental values.

Abide by all major treaties, conventions and laws concerning human rights and non-discrimination in its activities and portrayals on the basis of age, gender, racial, ethnic or other stereotypes.

Be uplifting rather than degrading human beings and society.