Marketing firm debuts ‘world-first’ ethical audit

A company based in Aberdeen has launched what it claims is the world’s first ethical marketing audit to help firms demonstrate their integrity.

SM Marketing, which says it is the only ethical marketing company in the city, described its audit as “designed to test a business’s marketing strategy and check that it is responsible and ethically sound”.

Factors assessed include diversity, inclusivity, how market and supply chain are chosen, work with charities or the local community, as well as honesty and environmental credentials.

Stuart Mitchell, marketing director of the company, said that amid controversy around fake news, “it’s become more important for customers to know that the marketing and claims made by a company are honest and… [for a firm] to be able to show that what you are doing is environmentally responsible”.

He also said it is hoped that the audit “will become an important annual or biannual event for companies looking to be as responsible as possible”.