Bulletin #6: Ethical Choices Building the Future of Advertising
Dear members & partners,
The results are in: Trust pays dividends. Ethical brands grow faster.
Advertising professionals, take note: ethics isn’t just good practice, but good business.
Ethical companies see a 7.8% boost in shareholder value (Ethisphere, 2025), double the profitability (Torrey Project, 2019), and an 18% surge in sales as consumers reward trusted brands (IBE, 2003). Want to attract top talent? Ethical cultures draw 2x more Gen Z applicants (Deloitte, 2025). Plus, they lower legal and reputational risk (DOJ, 2025; Skadden Arps, 2023).
In today’s market, trust isn’t a nice-to-have. It’s a competitive edge.
Industry News
- AI is reshaping ads with better targeting, but raises concerns over privacy, bias, and transparency. The IAPP urges industry-wide standards emphasizing governance, audits, human oversight, and consumer trust. Read more here.
- Google will invest $500 million over 10 years to overhaul its global compliance program following shareholder lawsuit settlement. Plans include: new board-level compliance committee, executive oversight, and dedicated product compliance teams. The company denies wrongdoing; court approval is pending. Read more here.
- Recent Axios analysis of the 2025 Harris Poll 100 found that overall corporate reputations dropped by 2.34 points. Firms like Patagonia, Costco, Microsoft and Apple, those that stayed true to DEI, enjoyed significant gains in public trust and perception. Read more here.
- Campaign India argues that out‑of‑home media players can stand out not just by reach but also through ethical leadership, urging the industry to embrace transparency, responsible sourcing, and accountability as ways to rebuild credibility and differentiate in a crowded market. Read more here.
Coming Soon: A Landmark Briefing on Ethics, AI, and the Future of Advertising
In an upcoming interview, IAE President Andrew Susman sits down with Harvard Professor of Law Cass Sunstein, one of the world’s most influential thinkers on behavioral science, law, and ethics. They explore the fine line between ethical persuasion and deceptive practice in today’s advertising landscape.
This thought-provoking and timely conversation dives into what is classified as and the distinctions between manipulation and deception, how behavioral science could help design ethical artificial intelligence that can decide for users, thoughts on what makes for successful co-regulation, and much more.
Stay tuned for the full interview releasing this month on our YouTube channel and LinkedIn. You won't want to miss it!
New Study Strengthens Green Shield’s Scientific Foundation
Our partners in greenwashing accountability have published a peer-reviewed article in Ecology & Society, validating their framework against legal cases and activist use. The refined tool, now clearer and more actionable, strengthens the science behind IAE’s Green Shield program and our shared mission to stop deceptive environmental claims. You can read the full article here.
In less than 18 months, over 1,300 individuals at more than 135 different organizations have earned the Green Shield certification.
Ethics Certified Spotlight
Have you made a principled choice that paid off by winning business, earning trust, advancing your career, or strengthening your brand?
We’re collecting powerful, real-world stories where ethical action led to measurable success. Whether it was standing up for transparency, protecting a client, or pushing for honest messaging, you’ve proven that integrity performs. Your experience will inspire thousands across the industry, demonstrate the business case for ethics, and show the next wave of ethical champions what leadership really looks like.
Help us build a library of proof that ethics isn’t just idealistic, but truly effective. Submit your story today.
Stay Involved
Wondering how you can stay involved with the IAE and the work we're doing?
1. Get Certified: We encourage you to advance your professional development by completing the Certified Ethical Advertising Executive (CEAE) course, AI Integrity Shield course, and our free Green Shield course for greenwash prevention.
2. Stay Connected: Make sure to follow us on LinkedIn and Instagram to stay up-to-date with the IAE as we continue to push the boundaries of ethical advertising.
3. Donate: Your generosity powers our mission. Every contribution helps us to raise ethical standards across all aspects of advertising communications. Donate today!
Thank you for championing ethical advertising. Together, we’re shaping a more accountable and trustworthy industry. We’re grateful to have you on this journey!
Best,
The Institute for Advertising Ethics
Share
