Influencer Marketing Sustainability and Ethics [Video]

Ethics—A Strategic Choice with Complex Implications

While unethical strategies like those employed by Bendtner and Kardashian have shown that immediate gains can be achieved, the growing backlash from consumers and regulators cannot be ignored.

In 2024, the stakes are higher. Brands must weigh the short-term profits of unethical tactics against the long-term risks of reputational damage, regulatory penalties, and consumer distrust. Also remember, what is legally compliant, does not mean that it aligns with what is ethical. Laws provide a baseline, ethical behavior requires brands and influencers to consider their impact on societal well-being beyond mere compliance.

For brands, ethics are no longer just a checkbox on a compliance form—they have become a core strategic advantage. Transparency, accountability, and meaningful partnerships are the new pillars of success in a marketplace that values integrity as much as influence.

However, the reality remains: some brands will continue to test the boundaries, and unethical marketing may still yield short-term results. The strategic choice brands face is …