Ethics Certified Spotlight: Thomas Mercier

Meet Thomas! A member of our Ethics Certified community and IAE Marketing Co-Chair & Advisory Council.

Thomas is the Director of Media Operations at WildBrain focusing on media strategy and leading their activation efforts! He is also the Marketing Co-Chair for the IAE and part of our Advisory Council.



How has IAE's certifications impacted you, your career, and your approach to ethical advertising?

The IAE certifications had a meaningful impact on my career as they served as a valuable refresher on the ethical standards needed to navigate regulations and ensure things are done the right way, internally and externally.

In today’s fast-paced world, it’s easy to look for shortcuts, but when it comes to ethics in advertising, there are no shortcuts: Responsibility and integrity matter every step of the way.

What Ethical Advertising Principles and Practices do you actively apply in your work and how?

I apply all of IAE's Ethical Advertising Principles and Practices into the work I do because they are all interconnected.

Why is ethics important for advertising?

Ethics is important for advertising because trust is the real currency of advertising. Deceptive ads might sell today, but integrity keeps customers coming back tomorrow. Play the long game! Honest brands win.



What are some of the biggest ethical challenges you see in advertising today and how do you think these challenges can be overcome?

The biggest ethical challenges in advertising today are privacy, transparency, and manipulation: Ads track us, stretch the truth, and sometimes play on our emotions a little too much.

The fix? Honesty, clear disclosures, and giving consumers real control over their data. Respect the audience, and they'll respect the brand.



Can you share a time when you encountered an ethical dilemma? What were the business outcomes?

A few years ago, I had the option to use a tech partner whose technology could listen in on consumers. While it wasn’t illegal, the fine print raised too many red flags and it didn’t sit right with me. Instead of chasing short-term gains, I chose to prioritize user privacy and transparency.

Over the years I've noticed the trade-off is always the same: Compliance, integrity, and long-term trust vs. short-term profit.

Making the ethical choice builds stronger industry relationships, fosters brand credibility, and ensures compliance with evolving regulations.



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