Marketing is often misunderstood. While it is essential for businesses, many people associate it with manipulation, intrusive ads, and empty promises. However, at its core, marketing is about connecting the right audience with the right solution—not about deceiving people into believing in quick, effortless success.

So why does marketing have such a bad reputation, and how can we change the narrative?

One of marketing’s biggest challenges is its low barrier to entry. Unlike traditional disciplines such as medicine, law, engineering, or architecture, marketing does not require strict certification, a formal code of conduct, or licensing. While this openness fosters innovation - giving rise to powerful digital tools like social media, email marketing, and SEO - it has also led to an oversaturated industry.

With no rigid gatekeeping, marketing has evolved rapidly, embracing digital marketing, influencer marketing, and AI-driven strategies. However, this has also paved the way for self-proclaimed “experts” who lack the necessary skills, strategy, and experience. The proliferation of online courses and get-rich-quick schemes has only fueled misinformation, leading many businesses astray with misleading tactics and unrealistic promises.

I have witnessed the consequences of misinformation. Having worked in marketing for over 35 years, I have seen firsthand the damage caused by unethical practices. Too many businesses have fallen victim to manipulative strategies, lured by exaggerated guarantees and misleading data. This tarnishes the profession’s reputation and breeds scepticism among business owners and CEOs, making it even harder to foster trust and credibility within the industry.

When marketing is not fully respected or understood, it weakens the profession’s integrity. Without ethical enforcement, the field becomes a breeding ground for short-term gimmicks rather than sustainable, long-term strategies.

Restoring trust in the marketing profession has been a passion of mine for many years. Theoretically, anyone can enter the discipline - practising as a marketer does not legally require formal licensing, a certification, a diploma or a degree. Still, it is essential to navigate a discussion to help you distinguish skilled professionals from amateurs. Businesses should prioritise experience and ethical marketing over flashy promises. Due diligence is key—don’t be swayed by well-crafted case studies and data that have been manipulated to appear impressive.

Instead, look for marketers emphasising transparency, long-term strategy, and measurable, sustainable growth. A good marketer is not the one promising overnight success, but the one focused on building a strong foundation for your brand’s future.

The challenge for ethical marketers in this fragmented, overcrowded industry is clear: rise above the noise. Prioritising integrity, expertise, and transparency will help restore credibility to the profession and reshape public perception.

If you’re seeking marketing support, take the time to verify credentials, question bold claims, and choose professionals who align with ethical, results-driven strategies. Marketing should be about building genuine connections and delivering real value—not just chasing quick wins.