Marketing should address real human needs (not provoke fear)
Businesses should address the real human needs and genuine interests of customers. They should not manipulate the desires of their customers. They should not appeal to or prey on greed, envy or lust. Advertising and marketing should not be used to produce artificial needs, encourage excessive consumption, or use deceptive or manipulative techniques. Do not lie, mislead, or manipulate.
Manipulative advertising works by stimulating desire, envy and fear. Advertisers use many strategies to manipulate consumers, including emotional appeals, advertisements disguised as entertainment and appeals to fears or insecurity. They use sexual imagery, they make us feel insecure about our bodies, they confuse us with scientific-sounding jargon. They create new needs we never had before. They pressure us into celebrating invented holidays. They create a sense of urgency with limited time offers. They falsely attach themselves to causes we already care about.