Ethical Considerations in Global Online Marketing: An SLR

Abstract

This study conducts a Systematic Literature Review (SLR) to examine ethical considerations in global online marketing, focusing on research published between 2021 and 2023. The review highlights five dominant themes: privacy and consent, transparency in sponsorship disclosure, algorithmic fairness, manipulative interface design, and cross-cultural regulation. Findings reveal that privacy and data protection remain central to consumer trust, while lack of transparency in sponsorship disclosure poses risks, particularly for younger audiences. Algorithmic bias in automated advertising systems continues to raise concerns about fairness and accountability, and the widespread use of manipulative design strategies such as dark patterns undermines consumer autonomy. Moreover, regulatory and cultural diversity adds complexity, as implementation of ethical principles varies across contexts. The study concludes that while significant progress has been made, existing regulations and self regulation remain insufficient. It recommends future research on cross-cultural frameworks, algorithmic accountability, and consumer-centered approaches to foster sustainable trust and ethical practices in online marketing.