What is ethical targeting?

Ethical targeting means reaching the right people with the right message while respecting their autonomy, privacy, and dignity. It goes beyond legal compliance to consider whether targeting practices are fair, honest, and respectful.

Ethical targeting avoids manipulation. Using psychological vulnerabilities, dark patterns, or deceptive practices to drive conversions crosses the line. Urgency tactics are fine when genuine but exploitative when fabricated.

It respects preferences. When subscribers tell you what they want through preference centers or behavior, honor those signals. Don't target people with content they've explicitly declined or suppressed.

Data responsibility is central. Collect only what you need, store it securely, and use it for stated purposes. Don't surprise subscribers by using data in ways they didn't anticipate when sharing it.

Ethical targeting ensures fairness. Don't exclude or disadvantage groups based on protected characteristics. Offer equal opportunity to subscribers who qualify for similar treatment.

Ask yourself: If subscribers could see exactly how we target them, would they feel respected or exploited? That question guides ethical decisions.