Privacy and Ethics
Abstract
This chapter focuses on the ethical considerations of marketing, and how the trend towards consumer privacy has increased. The concept of surveillance capitalism is introduced, and the reader will learn about consumer behaviour surrounding ethics. A four-principle framework is outlined, with ownership, transparency, privacy, and respect being the key pillars, and global privacy laws are discussed. Consumer trust is a strong theme throughout this chapter, emphasizing that brands that embrace clarity, consent, and customer value will build stronger loyalty.
Fields of Study & Subjects
Privacy
Security
and Data Protection
Ethics in Business and Education
Digital Marketing and Social Media
Publication details
- Journal / source
- Marketing
- Pages
- 281–291
- Publication date
- 16 January 2026
- Language
- EN
- Document type
- Book chapter