Универсальные модели кодексов этики индустрий (на примере индустрии маркетинга и рекламы, а также индустрии здравоохранения)
Today, universal models of codes of ethics are often considered as one of the defining vectors for the functioning of a particular market. Despite the fact that professional codes of ethics are commonplace, their role and significance is still under active discussion among the expert community. It should be noted that ethics and law have always been fairly close in nature. However, for many years, it was law that played a key role in the life of industry participants, regulating various areas of relations that arose in the process of functioning of a particular market. However, not all problems can be solved only with the help of legal tools. In view of this, the development of ethics has become more formalized, there has been a process of integrating ethics into the daily life of entrepreneurs and the emergence of so-called codes of professional ethics. The presence of such a “soft” tool for managing industries speaks of the commitment of business to the norms of fair dealing. In recent years, in many foreign countries, this widespread corporate governance tool has received a corresponding response in Russian business practice.
At this stage of the formation and development of business ethics, we are seeing an active trend towards systematization and unification of this problem at the level of international associations of various industries, which is not surprising, since in order for the rules of business ethics to be implemented in the daily life of entrepreneurs, it is necessary to take into account the specifics of the business itself, market specifics of the respective industry. Separately, it should be noted that sectoral ethical codes of industries should be considered precisely as a form of self-regulation for a number of reasons: they are ahead of legislators in setting standards and general principles for doing business; create their own sectoral institutions and mechanisms for alternative dispute resolution; are a prerequisite for legislative initiatives to improve the functioning of the relevant industry.
Within the framework of this chapter, the author dwells on the analysis of universal models of industry codes of ethics, in particular: in the field of marketing and advertising - on the analysis of the International Chamber of Commerce (ICC) code on advertising and marketing communications; as well as on the codes of ethics of the healthcare industry, as the main leader in the systematization and unification of business ethics.