Global

Responsible and ethical marketing: Practical judgement for brand and campaign teams

A ready-made course you customise for your organisation, with a live session deck and two surveys. You only add the 11 details that are specific to your organisation.

See the live deckSee the full outline
Try the coursePreview the survey
Length
35 min
Lessons
6 lessons
Frequency
At hire for marketing roles
Last reviewed
21 Oct 2026
Grey areas: causes, stereotypes and vulnerable audiences
What would you do?

A brand wants to post about a social-justice moment because competitors are

Try it: this is one of 15 interactive activities in the course.

What's included

Three pieces that work together

Copy once, get everything. Learners prepare on their own, you answer questions live, and the surveys tell you what stuck.

Self-paced course

Short lessons with real workplace scenarios, not walls of text.

  • 6 lessons, about 35 minutes
  • Scenario, process, sorting activity, tabs and quizzes
  • 10-question final check, 80% to pass

Live session deck

An AhaSlides presentation to run after the course, in person or online.

  • 10 slides
  • Quiz, word cloud, poll, ranking slides
  • A closing slide for your contacts

Two surveys

Find out what landed, and whether people use it on the job.

  • Post-course feedback, about 2 minutes
  • 30-day check-in
  • Anonymous by default
  • Results feed your next refresher

Learning objectives

At the end of this course, learners can

Each objective and the lesson that covers it.

IDObjectiveSourceWhere it's covered
TO 292.0Achieve ≥ 80% on the final assessment-Whole course
SO 292.1Explain why responsible marketing protects trust and brand value, and where persuasion becomes manipulationBest practiceWhole course
SO 292.2Describe the core principles of advertising self-regulation: legal, decent, honest and truthful, with a sense of responsibilityICC Advertising and Marketing Communications Code [unverified]Whole course
SO 292.3Spot claims or disclosures that could mislead, including sponsored contentBest practice; local codesWhole course
SO 292.4Recognise harmful stereotypes and extra care needed for vulnerable audiencesUK CAP Code gender-stereotype rule [unverified]; check for your marketsWhole course
SO 292.5Spot manipulative digital triggers and dark patterns and raise a campaign for review + your infoBest practiceWhole course

Your part: what a template can't do for you

  • Your workplace details: fill in the 11 highlighted fields so the course describes your own policies, contacts and locations.
  • Records: record completion in your own LMS or record system.

Course outline

6 lessons, about 35 minutes

Minutes per lesson are an estimate, shared out by page count.

ContentInteractiveVideoYou customise
1

Why a campaign can win clicks and lose trust

3 pages

7 min
Before you beginNoteList
The campaign that went too farTextImage
Where is the line?ChecklistKey factQuiz
2

The principles in brief

3 pages

7 min
Four principlesTabsNoteYour info
Voluntary does not mean optionalAccordion
CheckFlashcardsMatching quiz
3

The five-question campaign check

3 pages

7 min
Five questionsProcess
Pass or review?Sorting activity
CheckChecklistYour infoMulti-select quiz
4

Grey areas: causes, stereotypes and vulnerable audiences

3 pages

6 min
Joining a social causeScenario
The gendered adScenarioYour info
Who is watching?Sorting activityMatching quiz
5

Speak up and respond in a crisis

2 pages

4 min
Raise it before launchProcessYour infoYour infoKey fact
When a health-themed ad is criticisedScenarioYour infoQuiz
6

Final assessment

Assessment

4 min
Final check10 questions80% to passCompletion page

Live deck and surveys

10 slides to run live, two surveys to close the loop

Pink slides are interactive. Both surveys are anonymous; pink questions are written for this course.

ContentTitle, agenda, "there are few right answers here, only reasoned ones
Word cloudOne campaign you remember for the wrong reasons
PollWhere is the line for this ad?" (Fine · Needs review · Do not run · Not sure), shown on an invented ad
ContentThe four principles and the five-question check
QuizA countdown that resets on each visit is… (A manipulative trigger ✔ · Smart urgency · Required · A design choice)
QuizA paid creator posts without a label. You… (Ask for a clear disclosure before it stays live ✔ · Leave it · Add it later · Hide it in the profile)
RankingOrder these four campaigns from most to least concerning
Content · customiseCustomise: our codes, review owner and escalation route" {{CODES_AND_LAWS_NOTE}}, {{CAMPAIGN_REVIEW_OWNER}}, {{ESCALATION_ROUTE}}
Scale / Q&AHow confident are you raising a concern about a campaign?" 1-5, then open questions
Content · customiseClosing {{HELP_CONTACT}}, {{SURVEY_2_URL}}, {{COURSE_URL}}
Post-course feedback: 11 questions, about 2 min
  1. Overall rating 5 stars
  2. Relevant, realistic, right length, helpful activities agree/disagree grid
  3. What was most useful? multi-select
  4. Confidence before this course, and now 1-5 scale
  5. How often do your campaigns get an ethics or portrayal review? multiple choice
  6. Have you ever asked for a change to a campaign on ethical grounds? multiple choice
  7. How easy is it to challenge a campaign idea here? 1-5 scale
  8. I would feel safe pausing a campaign I was worried about. 1-5 scale
  9. One thing we should change or add open text
  10. Would you recommend this course? NPS
30-day check-in
  1. Have you used what you learned since the course? multiple choice
  2. How confident are you today? Compare with day 1 1-5 scale
  3. Do you know where to find the campaign review route and the codes list? yes / no / not sure
  4. A moment where the training helped, or where you weren't sure open text
  5. Which topics should the next refresher focus on? ranking

Results show whether people use the training on the job, not just whether they finished it.

Make it yours

11 fields to fill in, and you're ready

Everything else is done. These are the details only your organisation knows; each one is highlighted inside the course.

  • Help contact{{HELP_CONTACT}}
  • Escalation route{{ESCALATION_ROUTE}}
  • Policy link{{POLICY_LINK}}
  • The codes and laws your ethics and legal team say apply in your markets{{CODES_AND_LAWS_NOTE}}
  • Who runs pre-launch review{{CAMPAIGN_REVIEW_OWNER}}
  • Next course link{{NEXT_COURSE_LINK}}
Show all 11 fields
  • LMS or record system{{LMS_OR_RECORD_SYSTEM}}
  • Survey 1 URL{{SURVEY_1_URL}}
  • Survey 2 URL{{SURVEY_2_URL}}
  • Course URL{{COURSE_URL}}
  • Live session URL{{LIVE_SESSION_URL}}

FAQ

Common questions

Can I run responsible and ethical marketing: Practical judgement for brand and campaign teams training online?

The course itself is self-paced and online, and the live deck lets you add a live session. Whether online delivery meets your local rules depends on the law that applies to you, so check the rules that apply to you or ask your own counsel.

How often is this training needed?

At hire for marketing roles, before a major campaign cycle, and after a public campaign controversy.

Who needs this training?

Marketers and brand managers; variant for ethics and compliance partners who review campaigns; run by L&D with brand, marketing and ethics and compliance teams.

What records should I keep?

Record completion in your own LMS or record system, so you can show who finished the course and when. Check the retention period that applies to you in the rules that apply to you.

Can I edit the content?

Yes, everything. Change the wording, swap scenarios for ones from your workplace, add your logo, or remove parts that don't apply. Keep anything your own law requires you to cover.

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Last reviewed: 21 October 2026Templates are a starting point, not legal advice.

Ready to run it?

Open the live deck to see how the session runs alongside the course and both surveys.

See the live deck