08. Ethical or Shady? How to Spot the Gray Areas in Marketing
- Ashley Conway
- Mar 17
- 4 min read
When you think about unethical marketing, what comes to mind? Maybe it’s the tobacco industry hiding health risks or exaggerated weight loss claims promising results that are nearly impossible to achieve. Some marketing tactics are clearly unethical. But what about the gray areas—those tricky situations where it's not so obvious if a strategy is honest or manipulative?
That’s exactly what we’re diving into in this episode of the Higher Purpose Marketing Strategy podcast. We’re unpacking six common marketing gray areas and how to navigate them with integrity.
Ethical Marketing and the Speed Limit: Pushing the Line Without Crossing It
Think about driving. Some people follow the speed limit exactly. Some push it a little (maybe 5-8 mph over). And some completely ignore it and speed through. Marketing is the same way.
Some businesses follow ethical guidelines strictly, some push boundaries to see what they can get away with, and others fully lean into deceptive tactics. As values-driven business owners, it’s up to us to decide where to draw the line—especially in those gray areas where the “right” choice isn’t always obvious.
Here are six real-world examples of gray areas in marketing and what to consider when making ethical decisions.
Using “You Deserve” Messaging
The Gray Area:
Have you ever seen a marketing message like, “You deserve a luxury home” or “You deserve financial freedom”? It’s common—but is it the right approach?
Why It’s a Problem:
This type of language subtly promotes entitlement. But in reality, none of us are owed success, wealth, or a dream lifestyle. We work for it, we’re blessed with it, but we don’t “deserve” it by default.
The Ethical Approach:
Instead of saying “You deserve…”, reframe the message to focus on empowerment:
“You’ve worked hard for this—let’s take the next step.”
“You have the ability to create the life you want—here’s how.”
Exploiting Fear & Envy to Sell
The Gray Area:
Marketers often tap into emotions like fear and envy to drive sales. Think about:
Health ads that say, “If you don’t make a change now, you could die.”
Social media posts that make people feel like their home, body, or business isn’t good enough.
Why It’s a Problem:
These tactics manipulate emotions to create anxiety rather than genuinely helping people.
The Ethical Approach:
Acknowledge your audience’s challenges without making them feel like they’re failing.
Instead of saying, “Your life isn’t enough”, shift to supportive messaging: “If you’ve struggled with this, you’re not alone—and here’s how to change it.”
Burying Bad News Instead of Being Transparent
The Gray Area:
A real-life example: An insurance company quietly changed its mammogram coverage policy from every year to every two years—without clearly notifying customers. They technically announced it… buried deep in a newsletter most people never read.
Why It’s a Problem:
Withholding or burying important changes damages trust and makes customers feel deceived.
The Ethical Approach:
Be upfront about changes, even if they’re unpopular.
Proactively communicate with customers in clear, direct ways (emails, letters, website updates).
Shrinking Products Without Telling Customers
The Gray Area:
Have you noticed that some products (like snack bars or cereal boxes) are getting smaller while the prices stay the same?
Why It’s a Problem:
This is called shrinkflation, and while technically not lying, it’s deceptive when companies don’t tell customers what’s happening.
The Ethical Approach:
If costs are rising, be transparent: “We’re committed to keeping prices low, so we’ve adjusted product sizes slightly to avoid raising costs significantly.”
Give customers the option to pay more for the original size rather than making the change without their knowledge.
Forcing Upgrades on Customers
The Gray Area:
Ever noticed how older iPhones slow down conveniently right when a new model is released? This isn't a coincidence—it’s a tactic to push people into buying the latest version.
Why It’s a Problem:
If a company intentionally slows down older products or stops supporting them prematurely, it’s forcing customers into unnecessary purchases.
The Ethical Approach:
Let customers upgrade because they want to, not because they have to
Offer continued support for older models as long as reasonably possible.
Targeting Religious Groups for Sales
The Gray Area:
McDonald’s often heavily promotes its Filet-O-Fish during Lent, targeting Catholic customers. The question is—is it honoring or exploiting them?
Why It’s a Problem:
If a company only acknowledges a group to sell them something, it feels disingenuous.
The Ethical Approach:
If you market to a faith-based audience, do it with authenticity and respect.
Show genuine support for their values rather than just using their beliefs as a sales tool.
Not every ethical dilemma in marketing is black and white. But as values-driven business owners, our job is to stay mindful of the impact our messaging has on our audience.
The takeaway?
Lead with honesty.
Prioritize transparency.
Treat customers the way you want to be treated.
And if you want to stand out in a sea of shady marketing, check out my FREE 40-minute training on 10 Ways to Stand Out from Your Competition.