Ethical Policy

Giles Metcalfe Digital is only successful if your business is too, but there are some businesses I’ll work with and some I won’t. My Ethical Policy sets out my commitment to ethical digital marketing and how I go about screening clients and projects.

The Ethical Move Pledge

I’ve taken the Ethical Move Pledge, and I am committed to the following promises:

As an Ethical Marketer, I put the person before the sale.

I respect you and your privacy, and I will help you make the best choice for your needs, not mine.

As an individual, I will communicate inclusively, truthfully, and clearly.

I will not confuse you or hide information from you. I will help all audiences feel welcome.

As a Freelancer, I take responsibility for my part in changing the marketplace.

I recognise the need to break the cycle of consumerism. In addition to taking a stand on which platforms I use, I will continuously review my sales and marketing techniques and best practice to ensure they benefit the common good.

I’m asking you to hold me accountable. Please connect with me if you see me not honouring my pledge.

The Ethical Move logo in [white on black] [with values in a circle outline: Honesty, Responsibility, Trust, Transparency, Integrity, Equity]. Links to

How my Ethical Policy works in practice

A big part of the whole Ethical Freelancer thing revolves around the type of projects I work on and clients I work with. I work with clients in many different industries and sectors and only work with positive people on positive projects. I determine this on a case-by-case basis, where there is a good fit. Projects and clients are vetted and screened to make sure that they align with my core values.

When I’m uncomfortable being associated with a business or organisation, even if I’m being asked to work on a positive project, I decline that project and I won’t work with them as a client.

Ethics & Negative Screening (Red Flags)

I will not undertake marketing for any of the following product lines / services / markets or industry sectors:

  • Animal agriculture and animal products
  • Arms, ammunition and conflict
  • Astrologers
  • CBD
  • Financial services
  • Fossil fuels
  • Gambling (online or offline)
  • GM (genetically modified crops)
  • Greenwashing
  • Healers (Faith Healers, Spiritual Healers, Reiki and Energy Healers and Energy Therapists)
  • Mining and Quarrying or other high-impact environmental processes
  • Pharmaceuticals, pills and potions
  • Plastics
  • Psychics, Mediums and Clairvoyants
  • Recruitment and Headhunting
  • Tobacco and Vaping
  • Unhealthy products aimed at children

And there may be others, judged on a case-by-case basis. This also extends to businesses or individuals with a proven track record of discrimination or extremism. Agencies who want to work with me on a white label basis must also demonstrate that their client base is ethical and aligned with my core values, too.

I won’t work on the following platforms, regardless:

  • Facebook
  • Twitter

The above principles don’t just apply to new clients. I ensure that ongoing client relationships are healthy and aligned with my values and needs as an Ethical Freelancer.

The Good Business Charter

I’m an accredited member of the Good Business Charter (GBC).

What is the Good Business Charter?

The Good Business Charter is a simple accreditation that organisations in the UK can sign up to in recognition of responsible business practices.

It measures behaviour over 10 components: real living wage, fairer hours and contracts, employee well-being, employee representation, diversity and inclusion, environmental responsibility, paying fair tax, commitment to customers, ethical sourcing, and prompt payment.

Good Business Charter Accredited