A ética na Publicidade Digital: análise da literatura sobre práticas responsáveis em marketing online.

Abstract

This reseaech addresses ethics in digital advertising, focusing on responsible practices developed in online marketing and on the relationship between brands, consumers, and digital platforms. The study aimed to analyze, through academic literature, the importance of ethics, transparency, and social responsibility in communication strategies used on social networks, as well as their impacts on the construction of organizational image and reputation. To achieve this purpose, a qualitative bibliographic research methodology was adopted, based on books, scientific articles, legislation, and normative documents related to digital advertising and information ethics. The results showed that social networks significantly expanded the reach of marketing strategies, making the adoption of ethical practices focused on transparency, data protection, and consumer respect essential. Furthermore, it was observed that irresponsible advertising actions may observed that irresponsible adverting actions may compromise brand credibility and generate negative impacts on corporate reputation. It is concluded that ethics in digital advertising represents an essential element for strengthening relationships between companies and consumers, contributing to greater trust, legitimacy, and sustainability for organizations in the digital environnment.