Our pledge.

Together, we are making the ethical move for transparent, responsible and honest marketing.

This pledge is designed for us to start a conversation about manipulation in marketing, challenge our assumptions about how we sell, and take a stand against unethical practices… together.

It is still unfamiliar territory and will need a lot of unpacking. So, we encourage reaching out to us and sharing what you see.

Thank you for being here. It means the world to us.

Our ethical marketing pledge.

We put the person before the sale.

We respect you and your privacy. We will help you make the best choice for your needs.

We communicate inclusively, truthfully, and clearly.

We will not confuse you or hide information from you. We will help all audiences feel welcome.

We take responsibility for our part in changing the marketplace.

We recognize the need to break the cycle of consumerism. We will continuously review our sales and marketing to ensure they benefit the common good.

We count on you to hold us accountable. Please connect with us if you see us not honouring our pledge.

Your move.

Take the pledge and receive your badge.

Learn more about our pledge.

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I pledge to the ethical move.

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Tell us why for our pledge reel

Please share a couple of lines about why you’re taking the pledge. We will add them to our website and social media, and use it as inspiration for our copy.

What are your social handles?

This lets us tag you and share your ethical moves

What moves are you already making?

We will collect + screen your ideas to add them to our content

What topics should we tackle next?

We have a running list, but cannot see it all

How did you find us?

the more specific you are, the more we can improve our reach

Our most recent pledge.

Sarah Johnson | The Baby Experience Ltd

February 15, 2026

The Baby Experience Ltd. works almost exclusively with parents-to-be and new parents. Therefore we are in touch with clients at a time of enormous vulnerability, doubt and confusion. When Lou and I set up The Baby Experience we pledged to each other to stick to the most ethical practice possible and to offer parents only evidence-based information. We promised each other we would not try to mislead parents by suggesting, for example, that we could wave some kind of magic wand to make their baby "sleep through the night" or that by prenatal preparation we could make the childbirth experience perfect. Taking your pledge will, I hope, make our position clear to prospective clients.

view all pledges

How to make the ethical move.

We are creating resources to

show you how to uphold your pledge
make you aware of what the most common psychological tactics are (and why they are harmful), and
equip you to make ethical decisions in your marketing.

Here is our original tactics list, which we will be expanding based on our research and your suggestions.

tactics list