Analyzing Ethical Issues in Digital Marketing and Internet Regulation

This report delves into the ethical considerations surrounding digital marketing, particularly in light of European internet regulations. It examines key ethical issues such as ICT professionalism, privacy, security, cybercrime, intellectual property, and social inclusion. The report analyzes these issues within the context of the "Digital Single Market in open internet" case study, emphasizing the importance of non-discrimination and network neutrality. Furthermore, it explores the application of various ethical theories, including utilitarian, deontology, virtue, and contract theories, to address these challenges. The conclusion stresses the need for policies that remove discrimination and protect user data, promoting a secure and ethical digital marketing environment. The report references several academic sources to support its findings.

Topic In Ethics

Contents
Introduction...........................................................................................................................................2
Ethical Issues.........................................................................................................................................2
Ethical Theories.....................................................................................................................................4
Conclusion.............................................................................................................................................5
References.............................................................................................................................................5

Introduction
The European government is looking forward to develop new internet regulation for
managing online services for marketing schemes. The net neutrality policies should be used
for managing network traffic, elimination of discrimination activities, setting priorities of the
activities, throttling of activities, and blocking of the information. The safeguarding policies
help in managing quality of services for managing interconnection between the devices in the
5G environment. The development of the new laws for the digital single market is helpful for
providing right information to the right users in the distributed environment. The non-
discrimination policy framework should be developed for enforcing the effective
management of the network congestion. The success and failure of the internet service
providers depends on the successful distribution of the services without any discrimination.
The European government has developed a new law which is based on eliminating the
blocking, throttling, and discrimination from the online services and applications provides to
the users. The ethical issues arise with the traffic management of online market. The new
resolution should be developed for overcoming the problem of internet accessing due to the
increasing network congestion.
Ethical Issues
The case study which is taken for analysing the ethical issues is “Digital Single market in
open internet”. With the growth of internet, the new revolution has been developed in the
digital marketing schemes which in turn increase the ethical laws due to the process of
discrimination, blocking, and throttling related to the application and services of the new
marketing forum (Giorgini, Mecca. Gibson, Medeiros, Mumford, Connelly, and Devenport,
2015). The consumers are always looking forward to get quality of service from the digital
world with the preservation of the confidential information which is uploaded by the
customers on the internet. The ethical code of conduct should be followed for resolving the
issues of digital marketing in developing the security procedures. Some of the ethical laws
are listed below:
ICT professionalism: The growing demand of internet in the setting of the digital market
increases the concern for the job seekers by limiting the marketing opportunities in career.
The marketing can be effectively done with the use of digital marketing plan which is the
biggest threat for the job seeker to have an opportunity in the marketing field. The customer’s

places their query on the digital portal should not be associated with the priority of the
structural plan (Kumar, 2016).
Privacy issues:
The new laws and policies should be developed for preserving the confidentiality of the
personal data of the buyers and the customers of the online marketing plans. There is a
possibility of hacking of personal information which can be manipulated by the hackers. The
leakages of confidential information can have an adverse effect on the customers. The
European government is working for developing new laws and policies which helps in
securing the data of the user on the internet. The safeguarding principles help in preserving
the moral values of the individual (Hussain, 2011).
Security issues
The digital marketing plans is cope up with the security challenges due to the leakages in the
security architecture of the company website which can affect the mental condition of the
user. The European government has passed a law for coping up with the discrimination
activities in prioritising the processes.
Cyber-crime issues
The cyber-criminal activities is growing tremendously on the internet marketing because the
hacker got an opportunity of hacking confidential information of the user from the database
of the company. The protection procedures should be given to the customers or users for
using the system effectively without any loss of confidential information.
Intellectual property
The resources, devices, and information which are uploaded on the internet platform is
accumulated with the security issues. The network neutrality program should be driven for
securing the premises of the intellectual properties which are driven on the internet.
Regulation on the internet
The quality of services to the customers is provided with the development of new regulations
and policies of the internet marketing. The social discrimination, blocking of the information,
throttling of the information are some of the major ethical issues which are associated with

the digital marketing plans. The new action and policies should be developed for eliminating
these activities which are against of the ethical code of conduct.
Social inclusion
The service providers play an important role in managing quality of accessing internet. The
agreement should be signed with the ISP providers for preserving the confidentiality of the
user information.
Community and identity
The agreement with the ISP providers helps in managing the verification and validation of the
authorised accessing of the information from the user account. The unauthorised accessing of
the user account should not be allowed.
Pervasive and Convergent computing
The pervasive and convergent computing issues increases with the constant availability of
network devices because it will results in increasing the network traffic management on the
internet.
Ethical Theories
Utilitarian Theory
The utilitarian ethical theories should be applied for analysing the requirement of the
customers which helps in increasing the positive impact on the growth of digital marketing
schemes (Joel, 2012). The outcome of the utilitarian theory is that it helps in analysing the
positive and negative impact on the customers who are dealing with online digital marketing
with the management of confidential information (Australian institute of training and
development, 2014).
Deontology Theory
The inclusion of digital marketing schemes with the security of confidential information
helps in managing social inclusion of the customers. The analysis of the moral principles of
the customers helps in developing effective security procedures for handling tasks and
transactions with the online digital marketing platform (Braines and Taylor, 2013).
Virtue Theory

The different users have different opinion depending on the past experienced faced by them.
The positive and negative response of the customers helps in designing effective policies and
safeguarding principles for dealing with the digital market. The emphasis should be given on
the moral values and the perception of the customers for designing an effective policy
structure for the digital marketing platform. The ethical code of conduct should be followed
for eliminating the discrimination from the customer’s perception and requirements which
should be included in the structural framework of securities (William and Murphy, 2011).
Contract Theory
The reachability of the organization gets increased with the deployment of digital marketing
schemes because it helps in attracting customers from the global world. The new policies and
safeguarding framework should be developed for building trust and confidence on the digital
premises for uploading their confidential information for the payment of purchase (Nantel,
and Weeks, 2012). The strong bonding of trust and confidence has a direct impact on the
psychological behaviour of the customers which results in the prosperity of the digital
marketing.
Conclusion
The analysis of the case study helps in analysing the facts which are associated with the
safeguarding principles and guidelines in dealing with the digital marketing. The focus
should be given on the moral values and the perception of the customers with the digital
marketing. The new policies should be developed for removing the discrimination, throttling,
and blocking of the information to provide secure environment of digital marketing.
References
Australian institute of training and development. (2014). Code of ethics and professional
practice. 1st ed. Retrieved from
file:///C:/Users/acer/Downloads/CODE+OF+ETHICS+AND+PROFESSIONAL+PR
ACTICE.pdf
Baines, J. and Taylor, N. (2013). Principles for ethical research involving humans. 1st ed.
Retrieved from
https://www.tandfonline.com/doi/full/10.1080/14615517.2013.850307

Giorgini, V, Mecca. J., Gibson, C., Medeiros, K., Mumford, M., Connelly, S, and Devenport,
L. (2015). Researchers perception in ethical guidelines and codes of conduct. 1st ed.
Retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4313573/
Hussain, T. (2011). Are ethical and moral values are important for personality development.
1st ed. Retrieved from http://www.indiastudychannel.com/forum/75702-Are-ethical-
moral-values-important-for.aspx
Joel, M. (2012). Great Marketing is Utilitarian. 1st ed. Retrieved from
https://hbr.org/2012/12/great-marketing-is-utilitarian
Kumar, P. (2016). Ethical practices in digital marketing. 1st ed. Retrieved from
https://www.linkedin.com/pulse/ethical-practices-digital-marketing-prashanth-kumar
Nantel, J., and Weeks, W. (2012). Marketing ethics: Is there more to it than the utilitarian
approach?. 1st ed. Retrieved from
https://pdfs.semanticscholar.org/5446/9539bb72693b3c2cd37bab9e139137c6cf94.pdf
Williams, O., and Murphy, P. (2011). The ethics of virtue: A Moral theory of marketing. 1st
ed. Retrieved from http://journals.sagepub.com/doi/10.1177/027614679001000103