Ethical Marketing Policy

We are a performance marketing agency. Our value to clients depends entirely on results that are real and earned honestly. This policy sets out the standards we hold ourselves to, and the standards we require from clients we work with.

Honest Advertising

We do not make claims we cannot support. Every ad we write, every landing page we build, and every campaign we run reflects the actual product or service being sold.

That means no manufactured urgency, no false scarcity, no misleading before/after comparisons. If a claim needs an asterisk, we either drop the claim or make the qualification visible.

We also do not use dark patterns: no pre-checked consent boxes, no deceptive CTA copy designed to confuse users into clicking.

Data Ethics and CASL Compliance

Canada's Anti-Spam Legislation (CASL) requires express or implied consent before sending commercial electronic messages. We comply with this.

We do not buy email lists. We do not add contacts to marketing sequences without a consent basis. Every nurture email and newsletter we send includes a clear unsubscribe mechanism that works immediately.

When we manage email programs for clients, we apply the same standard. If a client wants us to send to a purchased list, we decline.

Ad Targeting Ethics

We will not build ad audiences that target minors. Any campaign running in categories that attract younger audiences gets age-gating applied at the campaign level.

We do not build retargeting sequences designed to exploit vulnerability. That means no aggressive frequency that overwhelms a user across platforms, and no audience segments built from sensitive categories (health status, financial distress, political views) used for manipulative messaging.

Retargeting is a legitimate and effective tactic. Using it to pressure people is not something we do.

Transparency in Paid Advertising

Every paid placement we run is labelled as advertising per platform requirements. We do not create campaigns designed to obscure their commercial nature.

When we produce content that functions as advertising, it is disclosed. Sponsored, promoted, and paid labels are used wherever platform policy requires them, and in many cases beyond that minimum.

Client Standards

We bring clients into this framework at the start of every engagement. If a client asks us to run a campaign that violates these principles, we flag it and push back. If they insist, we decline the work.

An ad account built on misleading claims is a liability: for the client's brand, for their ad account standing, and for our agency's reputation. Honest marketing performs better over time.

Questions or Concerns

If you have a concern about a campaign we are running, or you believe something we produced does not meet these standards, email us at [email protected]