LOCAL DIGITAL MARKETING ETHICS: WHERE PERSONALISATION HELPS AND WHERE IT CROSSES THE LINE

Ihor Lavrenenko

doi:10.36074/logos-13.03.2026.007

LOCAL DIGITAL MARKETING ETHICS: WHERE PERSONALISATION HELPS AND WHERE IT CROSSES THE LINE

Ihor Lavrenenko

Conference proceedings: Collection of scientific papers «ΛΌГOΣ» with Proceedings of the VII International Scientific and Practical Conference «Theoretical and practical aspects of modern scientific research» (March 13, 2026; Seoul, South Korea)

Section: Marketing and Logistics activities

Publication date: 2026/03/13

Pages: 34-44

DOI: 10.36074/logos-13.03.2026.007

ISBN: 978-617-8440-88-6

Publisher: Case Co., Ltd.

Language: en

PDF for indexing Original PDF in OJS archive DOI

Abstract

The rapid development of artificial intelligence and data analytics has significantly transformed digital marketing practices, enabling businesses to deliver highly personalized consumer experiences. However, the growing use of AI-driven personalization raises important ethical concerns related to privacy, transparency, consumer autonomy, and potential manipulation. This study examines the ethical boundaries of personalization in local digital marketing and identifies situations in which personalized marketing practices create value for consumers and when they become intrusive or ethically problematic. The research is based on an interdisciplinary methodological approach combining a review of academic and professional literature, comparative analysis of ethical marketing practices, and conceptual modelling. As a result, the study proposes the Ethical AI Personalization Framework for local digital marketing, which outlines key principles for responsible data use, algorithmic transparency, and consumer trust. The findings highlight that ethical personalization can enhance customer experience and marketing effectiveness, while excessive data use and manipulative techniques may undermine consumer trust and reputational sustainability. The proposed framework may support businesses in developing more responsible and transparent digital marketing strategies.

Author affiliations

Ihor Lavrenenko: SEO manager; ORCID

References

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[1] Green, R. W. (2023). Ethical design: Balancing personalisation with UI/UX to help with privacy and data issues. Medium. https://medium.com/@Ross_W_Green/ethical-design-balancing-personalisation-with-ui-ux-to-help-with-privacy-and-data-issues-in-the-b04e96ad98b1

[2] Ideation Digital. (2023). Personalisation in digital marketing: Tailoring experiences for customers. https://www.ideation-digital.com/personalisation-in-digital-marketing-tailoring-experiences-for-customers

[3] Jasmine Directory. (2024). The ethics of AI advertising: Personalisation vs. privacy. https://www.jasminedirectory.com/blog/the-ethics-of-ai-advertising-personalisation-vs-privacy/

[4] Pulizzi, J. (2023). Ethical marketing: Are you crossing the line? Content Marketing Institute. https://contentmarketinginstitute.com/content-marketing-strategy/ethical-marketing-are-you-crossing-the-line

[5] Rahman, M. (2024). Exploring the ethical implications of

[6] AI-powered personalisation in digital marketing. ResearchGate. https://www.researchgate.net/publication/384843767

[7] Acquisti, A., Brandimarte, L., & Loewenstein, G. (2015). Privacy and human

[8] behaviour in the age of information. Science, 347(6221), 509–514. https://doi.org/10.1126/science.aaa1465

[9] Martin, K., & Murphy, P. (2017). The role of data privacy in marketing. Journal of the Academy of Marketing Science, 45(2), 135–155. https://doi.org/10.1007/s11747-016-0495-4

[10] Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48, 24–42. https://doi.org/10.1007/s11747-019-00696-0

[11] Weinmann, M., Schneider, C., & vom Brocke, J. (2016). Digital nudging. Business & Information Systems Engineering, 58(6), 433–436. https://doi.org/10.1007/s12599-016-0453-1