While rules of engagement already exist, with regard to legal requirements for e-mail (Can SPAM) and online marketing (search engine rules), they do not necessarily prevent us from taking shortcuts that involve crossing the lines of acceptable behavior. There are speed limits on highways, but people still speed. There are anti discrimination laws, but people still discriminate. The truth is that legislation doesn't necessarily change behavior. A code of ethics would not necessarily change behavior either, but it might cause people who straddle the line to consider their actions in terms of social responsibility and fair play, rather than complying with a set of complex rules and regulations that are often complicated to understand or misinterpreted.

To that end, here is the beginning of a Code of Ethics that online marketers should consider:

My Customer Determines Relevance: It is not my role, as an online marketer, to assume that my message is relevant to customers. Customers will determine its relevance. I will not push my marketing to customers online or in e-mail unless I have their permission to do so. If anyone asks not to be contacted anymore, I will immediately cease from doing so.

I Will Not Deceive: I will not deceive Internet users by misrepresenting my content, products or services intentionally in order to drive traffic to my site or to gather subscriptions to my email list. I will honestly represent my offerings in search engines, emails, discussion boards, advertising, press releases and social networks.

I Will Be Objective: I will not engage in self promotional tactics out of context when participating in online community discussions or posting blog comments. I will provide information about the products and services that I represent only when applicable and in hopes that it might add value to the discussion or when such information is requested by members of the community.

I Will Be Responsible: I will be responsible with my use of technology to reach customers. I will not misuse technology to manipulate search engines, adversely affect my competition, send Spam, or drive traffic in any other way to the websites that I represent. My actions will have the customers needs in mind rather than my own desire to reach or influence them at any cost.

I Will Be Available: I will not hide behind anonymity in my communication online. I will include contact information, a reply to address and any other information that recipients of my message need if they require additional information or should they have a question or complaint. An ethical code might inspire marketers to be more conscious of their duties and responsibilities as members of the online community, rather than simply complying with the letter of the law. Too often, we tend to rationalize non adherence to law doing 64mph in a 60mph zone for example. Likewise, legislation is complicated and often difficult to access. How many marketers have actually read the Can SPAM Law? Do you know where to find it? What about other legislation pertaining to Internet Use and Conduct? A Code of Ethics deals with standards of behavior rather than complex rules and regulations. It encourages us to act responsibly and to be considerate of the community we are participating in. And good, common sense ethical consideration goes a long way perhaps even further than any law could ever hope to.