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Transparency and responsibility

Code of ethics

We measure success not only by business outcomes, but also by how they are achieved. This code defines the framework for responsible strategic marketing, AI education and implementation services.

Our core values

Integrity

We act honestly, clearly and in line with the agreed purpose of the engagement.

Trust

We build trust through transparent communication, protection of confidential information and realistic commitments.

Responsibility

We take responsibility for our work, flag risks and correct identified errors.

Respect

We treat clients, partners, colleagues and affected people with respect.

Expertise

Our recommendations rely on experience, analysis, verifiable sources and appropriate expert review.

Innovation

We use new methods when they deliver demonstrable value at an appropriate level of risk.

Collaboration

We share necessary context, define responsibilities and support informed decisions.

Sustainability

Our proposals consider long term business, social and environmental impact.

Learning

We continuously update our knowledge and distinguish verified findings from hypotheses.

Our commitments

  • Provide objective and independent recommendations based on appropriate research and analysis.
  • Protect confidential information, personal data and client intellectual property.
  • Prevent conflicts of interest and disclose them before they can affect the engagement.
  • Comply with applicable marketing, advertising, data protection and contractual requirements.
  • Use fair business practices and disclose material service limitations.
  • Decline work that conflicts with applicable law or this code.

Artificial intelligence governance

Ethics in the use of artificial intelligence

  1. AI outputs receive human review appropriate to their purpose and potential impact.
  2. We do not create deceptive references, fabricated evidence, manipulative reviews or misleading expert claims.
  3. We minimise data and do not place confidential or personal data into AI systems without a lawful purpose and appropriate safeguards.
  4. For significant decisions, we disclose model limits, uncertainty, possible bias and the need for expert review.
  5. Content designed for search engines and AI systems must remain truthful, useful to people and verifiable.

DNA marketing® reserves the right to decline or end an engagement when the requested activities conflict with applicable law, this code or the legitimate interests of an existing client in the same sector.