Want to stamp out poor
marketing practices?
Support the 
Ethical Marketing Charter

Driven by the trade in personal data, unethical marketing practices such as cold calling, spam texts and spam emails are leaving consumers angry and often feeling harassed. This is in addition to being left confused and frustrated by inappropriate and misleading advertising.

Why do we need an ethical marketing Charter?

Unethical marketing practices can often go beyond a mere inconvenience, instead becoming something that has the potential to cause people real distress and harm.

The use of these damaging practices is widespread: The Information Commissioner’s Office (ICO) received 180,000 cold calling complaints in the last year alone. Independent research has shown that 56% of people find cold calls distressing and 66% are not confident on where to go to report them.

Whilst the Government has taken some action, political will alone is not enough to eradicate these practices. Industries and individual organisations must also act.

With the personal injury sector consistently singled out for criticism for unethical marketing practices, now is the time for organisations in the sector to demonstrate their ethical and professional credentials. By signing up to the Ethical Marketing Charter, organisations can do just that, whilst also challenging rogue players to stamp out bad practices – all for the benefit of the consumer.

Below we outline the commitments that signatories from the personal injury sector agree to adhere. 

The following organisations are inaugural Charter signatories:

The Charter is supported by:

“Nuisance calls is a very serious problem, especially for vulnerable and elderly people and so it’s great to see the personal injury sector come together to create this Ethical Marketing Charter to put an end to this practice.”

Helen Goodman, MP for Bishop Auckland

“The Ethical Marketing Charter is to be warmly congratulated. It has thrown down the gauntlet to achieve high ethical standards and hopefully other firms are up to the challenge.”

Philip Hollobone MP, Conservative MP for Kettering

“I am a strong supporter of the Ethical Marketing Charter, which will help to tackle the activities of cold callers and aggressive sellers who cause a great deal of distress and worry for many elderly and vulnerable people.”

Tom Brake MP, Liberal Democrat MP

"APIL is a strong supporter of ethical marketing initiatives and we therefore welcome the development of this charter."

Jonathan Wheeler, APIL president

“MASS is wholly supportive of the Ethical Marketing Charter and any initiative that aims to encourage best practice and ethical behaviour in the sector is to be welcomed.”

Susan Brown, Chair – Motor Accidents Solicitors Society

Ethical Marketing Charter commitments

  • Charter signatories stand firmly against nuisance marketing – they never cold call or send spam texts or spam emails.
  • Charter signatories stand firmly against the unethical buying and selling of accident data – they never misuse accident data to pressure people into making a claim.
  • Charter signatories stand firmly against inappropriate and misleading advertising – they never induce personal injury claims by making false or misleading promises in their advertising, and are clear and upfront about any exclusions to no win, no fee.

The following organisations are inaugural Charter signatories:

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