Ethical, principle-based business practices which put people before profit are becoming the founding principles for many progressive business leaders. It puzzles me therefore that comparatively little attention is yet to be given to ethical Internet business practices - especially since the ‘Net is perceived by many people as an extremely low-trust environment.

I recently discovered Shel Horowitz’s project called Principle Profit (http://www.principledprofit.com) which includes a pledge which business leaders can sign up to. I’ll check this out in greater detail and report my findings in a future post.

Reading Shel’s pledge led me to consider the following question…

What are the core principles which would constitute ethical business practices specifically for e-Businesses?

Here are the basic ethical principles upon which I consider Internet businesses need to operate:

WRITE HONEST SALES PITCH
Avoid using manipulative, untruthful and/or deceitful sales copy. A big subject that I will also cover in future posts!

CHECK THE EFFICACY OF WHAT YOU SELL
Sell only products and services that are not harmful to people, animals or the environment, including the supply and manufacturing process.

SAFEGUARD YOUR VISITORS’ PRIVACY
Protect your visitors’ privacy and make sure their data is transmitted and stored securely. This includes the correct use of secure server certificates, payment gateways and cookies.

PUBLISH YOUR COMPANY VALUES
Allow your visitors to read about your company’s ethics policy, values and mission statement. Let them decide for themselves if they want to do business with you.

DO NOT SPAM
Do not resort to spamming of any kind. Comply with the CANSPAM Act of 2003 even if it is not enforced within your country.

PUBLISH PROPER LEGAL STATEMENTS
Publish proper terms and conditions, privacy statements and other legal material that ensure that your visitors and customers are aware of their rights and the terms under which they will do business with you. Have this material checked over by a qualified lawyer.

PROVIDE QUALITY SUPPORT
This means having a physical address, e-mail, phone and fax number where people can reach you and being available to support for your customers.

USE ETHICAL SEO TECHNIQUES
Use ‘white hat’ search engine optimisation techniques. This will be covered in greater detail in future posts. For now, here’s a link to a useful blog post called ‘Ethical Search Engine Optimization’ by James Archer http://www.returnofdesign.com/81/ethical-seach-engine-optimization.html

AVOID HIDDEN CHARGES
Make your prices transparent and fair. That means no hidden shipping charges, unexplained handling fees or deceitful pricing practices.

BE RESPONSIBLE FOR WHO YOU LINK TO
If you operate a link directory or have banners or other ads on your website check that the companies that you link to are also abiding by the same ethical code as you.

BE A RESPONSIBLE EMPLOYER AND CONTRACTOR
If you employ staff or use sub-contractors make sure that you provide fair pay and working conditions that conform to at least the minimum statutory requirements in your country. Use proper legal contracts, pay your bills on time and treat everyone with whom you do business with respect and fairness.

USE ENVIRONMENTALLY SOUND PRACTICES
This includes conserving energy in your workplace (heating, lighting, computers), minimising on paper waste, recycling wherever possible (paper, computers, ink cartridges, etc) and avoiding unnecessary packaging (especially plastic) when packing orders.

GIVE SOMETHING BACK
Tithe at least 10% of your profits to charity. If you prefer, or if your profit levels won’t allow for it, donate your time and skills instead by supporting a project that is worthwhile.

Simon Bowen, fluidstate.com