Social marketing ethical dilemmas: pursuing practical solutions for pressing problems

Lynne Eagle, Stephan Dahl, Stacy Carter, David Low

Research output: Chapter in Book/Report/Conference proceedingConference Paper published in Proceedingspeer-review


We discuss calls, and apparent support, for ethical resources to support social marketing practitioners, in the light of research findings from a study of actual ethical dilemmas encountered by social marketing practitioners and resources used to resolve them. We highlight nine key ethical challenges facing social marketers, and highlight the prominence of social marketers' concerns about funders' influence on social marketing activity. The low use of existing general resources indicates the need for social marketing focussed resources, the need to ensure that any resources developed offer practical decision-making support rather than broad general principles, and the need to advocate for an environment in which social marketers can do good-quality work.
Original languageEnglish
Title of host publicationWorld Social Marketing Conference
Place of PublicationLichfield, England
PublisherFuse Events Ltd
Number of pages3
ISBN (Print)978-0-9576830-1-3
Publication statusPublished - 2015
Externally publishedYes

Publication series

NameProceedings of the World Social Marketing Conference
PublisherFuse Events Ltd


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