Can marketing personalisation be unethical?

Personalisation is an ongoing marketing trend: far from new, far from over. Being specific and relevant to every single customer is a powerful marketing tactic, but is it ethical?

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The current state of personalisation

Why personalisation needs careful thought

Targeting based on health data

Retargeting users with health-related content

Political opinion as targeting

Calculating the risk

The need for marketing ethics will increase

Following the law will never be enough

Written by

Digital strategist and behavioural scientist. Fascinated by humans online. Currently consulting for @hm. Previously at @spotify.

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