The Ethical Move

ethical marketing movement

The Ethical Move

Industry Advertising

A movement and pledge project challenging psychological manipulation, scare tactics, and dishonest marketing. The Ethical Move scores well because it names marketing power directly and pushes sellers toward transparency and responsibility, but a voluntary pledge and badge are weaker than enforceable governance or verified institutional control.

Why this matters: The Ethical Move is a useful positive anchor for marketing ethics because it criticizes manipulation from inside the selling profession.

Letter grade B Qualified Medium confidence (AI) Rubric gcd-rubric-v1

Final Score 47* B - Qualified

* Tentative scaffolding score. Not human-checked or final.

Base Material42
Bonus+6
Cap66No structure cap
After Cap48
Penalties-1
b
Small business context

This entry is classified as a small business using observable scale signals: independent control, local or limited operations, and no evidence of public-company or national-chain scale. The small-business calibration keeps the ordinary rubric but reads evidence at person scale: living-wage pricing is not extraction by itself, while worker and contractor treatment, owner surplus, transparency, advertising pressure, dissent tolerance, and recourse matter more. Harm, toxicity, surveillance, labor, coercion, opacity, and hidden-parent penalties are not relaxed.

Applied cap: No structure cap

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Evaluation Overview

B - Qualified

The score turns mainly on Extraction, with the largest penalty coming from Ideological Disavowal.

Strengths

  • Extraction6/10
  • Ownership5/10
  • Governance5/10

Penalties

  • Ideological Disavowal-1

Evidence state

  • ConfidenceMedium confidence (AI)
  • ThoroughnessDeveloped (AI)
  • Linked claims11
  • Direct axis claims11
  • Coverage11/14

Scoring Axes

Axis Score Why this score
Ownership
?
Control rights: shareholder-dominated at 0, worker cooperative control at 10.
5 / 10

The Ethical Move is organized around the structure described in its public materials rather than democratic ownership by all affected users or workers.

Calibration notes

Comparative anchor: Attention, consent, advertising, and anti-surveillance batch calibrated against browser, adtech, open-source, and media-infrastructure entries.

Linked evidence
  • The Ethical Move is organized around the structure described in its public materials rather than democratic ownership by all affected users or workers. [1]
  • context The Ethical Move's public materials show a governance model where ordinary users, advertisers, members, or pledge participants do not have full binding control over institutional direction. [2]
  • context The Ethical Move's model changes the flow of advertising, attention, data, or creator revenue compared with ordinary surveillance advertising. [3]
  • context The Ethical Move operates in or against the advertising and attention market by changing how consent, tracking, ad placement, creator funding, or marketing ethics work. [4]
  • context The Ethical Move's core product or program is aimed at changing advertising, tracking, data markets, or marketing practice rather than simply maximizing hidden behavioral extraction. [5]
  • context The Ethical Move's model can scale through software, standards, pledges, advertising buyers, or data-market infrastructure, with different accountability risks depending on control structure. [6]
Governance
?
Binding decision authority: centralized control at 0, democratic stakeholder control at 10.
5 / 10

The Ethical Move's linked public materials show a governance model where ordinary users, advertisers, members, or pledge participants do not have full binding control over institutional direction.

Calibration notes

Comparative anchor: Attention, consent, advertising, and anti-surveillance batch calibrated against browser, adtech, open-source, and media-infrastructure entries.

Linked evidence
  • context The Ethical Move is organized around the structure described in its public materials rather than democratic ownership by all affected users or workers. [1]
  • The Ethical Move's public materials show a governance model where ordinary users, advertisers, members, or pledge participants do not have full binding control over institutional direction. [2]
  • context The Ethical Move's model changes the flow of advertising, attention, data, or creator revenue compared with ordinary surveillance advertising. [3]
  • context The Ethical Move operates in or against the advertising and attention market by changing how consent, tracking, ad placement, creator funding, or marketing ethics work. [4]
  • context The Ethical Move's core product or program is aimed at changing advertising, tracking, data markets, or marketing practice rather than simply maximizing hidden behavioral extraction. [5]
  • context The Ethical Move's model can scale through software, standards, pledges, advertising buyers, or data-market infrastructure, with different accountability risks depending on control structure. [6]
Extraction
?
Surplus allocation, wage share, CEO pay ratio, margins, and structured extraction judgment.
6 / 10

The Ethical Move's model changes the flow of advertising, attention, data, or creator revenue compared with ordinary surveillance advertising.

Calibration notes

Comparative anchor: Attention, consent, advertising, and anti-surveillance batch calibrated against browser, adtech, open-source, and media-infrastructure entries.

Linked evidence
  • context The Ethical Move is organized around the structure described in its public materials rather than democratic ownership by all affected users or workers. [1]
  • context The Ethical Move's public materials show a governance model where ordinary users, advertisers, members, or pledge participants do not have full binding control over institutional direction. [2]
  • The Ethical Move's model changes the flow of advertising, attention, data, or creator revenue compared with ordinary surveillance advertising. [3]
  • context The Ethical Move operates in or against the advertising and attention market by changing how consent, tracking, ad placement, creator funding, or marketing ethics work. [4]
  • context The Ethical Move's core product or program is aimed at changing advertising, tracking, data markets, or marketing practice rather than simply maximizing hidden behavioral extraction. [5]
  • context The Ethical Move's model can scale through software, standards, pledges, advertising buyers, or data-market infrastructure, with different accountability risks depending on control structure. [6]
Labor Sovereignty
?
Worker power: coercive conditions at 0, co-determination or ownership at 7. Employee dissatisfaction matters only when source-backed evidence shows concrete limits on worker agency, such as coercive scheduling, retaliation, wage theft, harassment, unsafe conditions, suppression of worker voice, or extreme turnover.
3 / 7

The Ethical Move is organized around the structure described in its public materials rather than democratic ownership by all affected users or workers.

Calibration notes

Comparative anchor: Attention, consent, advertising, and anti-surveillance batch calibrated against browser, adtech, open-source, and media-infrastructure entries.

Linked evidence
  • context The Ethical Move is organized around the structure described in its public materials rather than democratic ownership by all affected users or workers. [1]
  • context The Ethical Move's public materials show a governance model where ordinary users, advertisers, members, or pledge participants do not have full binding control over institutional direction. [2]
  • context The Ethical Move's model changes the flow of advertising, attention, data, or creator revenue compared with ordinary surveillance advertising. [3]
  • context The Ethical Move operates in or against the advertising and attention market by changing how consent, tracking, ad placement, creator funding, or marketing ethics work. [4]
  • context The Ethical Move's core product or program is aimed at changing advertising, tracking, data markets, or marketing practice rather than simply maximizing hidden behavioral extraction. [5]
  • context The Ethical Move's model can scale through software, standards, pledges, advertising buyers, or data-market infrastructure, with different accountability risks depending on control structure. [6]
Solidarity with the Unemployed
?
Treatment of exits and nonworkers, including severance, redeployment, and non-competes.
4 / 7

The Ethical Move is organized around the structure described in its public materials rather than democratic ownership by all affected users or workers.

Calibration notes

Comparative anchor: Attention, consent, advertising, and anti-surveillance batch calibrated against browser, adtech, open-source, and media-infrastructure entries.

Linked evidence
  • context The Ethical Move is organized around the structure described in its public materials rather than democratic ownership by all affected users or workers. [1]
  • context The Ethical Move's public materials show a governance model where ordinary users, advertisers, members, or pledge participants do not have full binding control over institutional direction. [2]
  • context The Ethical Move's model changes the flow of advertising, attention, data, or creator revenue compared with ordinary surveillance advertising. [3]
  • context The Ethical Move operates in or against the advertising and attention market by changing how consent, tracking, ad placement, creator funding, or marketing ethics work. [4]
  • context The Ethical Move's core product or program is aimed at changing advertising, tracking, data markets, or marketing practice rather than simply maximizing hidden behavioral extraction. [5]
  • context The Ethical Move's model can scale through software, standards, pledges, advertising buyers, or data-market infrastructure, with different accountability risks depending on control structure. [6]
Loss-Bearing Fidelity
?
Willingness to absorb costs to preserve values, workers, users, and public obligations.
5 / 7

The Ethical Move is organized around the structure described in its public materials rather than democratic ownership by all affected users or workers.

Calibration notes

Comparative anchor: Attention, consent, advertising, and anti-surveillance batch calibrated against browser, adtech, open-source, and media-infrastructure entries.

Linked evidence
  • context The Ethical Move is organized around the structure described in its public materials rather than democratic ownership by all affected users or workers. [1]
  • context The Ethical Move's public materials show a governance model where ordinary users, advertisers, members, or pledge participants do not have full binding control over institutional direction. [2]
  • context The Ethical Move's model changes the flow of advertising, attention, data, or creator revenue compared with ordinary surveillance advertising. [3]
  • context The Ethical Move operates in or against the advertising and attention market by changing how consent, tracking, ad placement, creator funding, or marketing ethics work. [4]
  • context The Ethical Move's core product or program is aimed at changing advertising, tracking, data markets, or marketing practice rather than simply maximizing hidden behavioral extraction. [5]
  • context The Ethical Move's model can scale through software, standards, pledges, advertising buyers, or data-market infrastructure, with different accountability risks depending on control structure. [6]
Market Conduct
?
Pricing fairness, switching costs, lock-in, and rent extraction.
5 / 5

The Ethical Move operates in or against the advertising and attention market by changing how consent, tracking, ad placement, creator funding, or marketing ethics work.

Calibration notes

Comparative anchor: Attention, consent, advertising, and anti-surveillance batch calibrated against browser, adtech, open-source, and media-infrastructure entries.

Linked evidence
  • context The Ethical Move is organized around the structure described in its public materials rather than democratic ownership by all affected users or workers. [1]
  • context The Ethical Move's public materials show a governance model where ordinary users, advertisers, members, or pledge participants do not have full binding control over institutional direction. [2]
  • context The Ethical Move's model changes the flow of advertising, attention, data, or creator revenue compared with ordinary surveillance advertising. [3]
  • The Ethical Move operates in or against the advertising and attention market by changing how consent, tracking, ad placement, creator funding, or marketing ethics work. [4]
  • context The Ethical Move's core product or program is aimed at changing advertising, tracking, data markets, or marketing practice rather than simply maximizing hidden behavioral extraction. [5]
  • context The Ethical Move's model can scale through software, standards, pledges, advertising buyers, or data-market infrastructure, with different accountability risks depending on control structure. [6]
Product Integrity
?
Preservation of quality rather than degradation for monetization.
5 / 5

The Ethical Move's core product or program is aimed at changing advertising, tracking, data markets, or marketing practice rather than simply maximizing hidden behavioral extraction.

Calibration notes

Comparative anchor: Attention, consent, advertising, and anti-surveillance batch calibrated against browser, adtech, open-source, and media-infrastructure entries.

Linked evidence
  • context The Ethical Move is organized around the structure described in its public materials rather than democratic ownership by all affected users or workers. [1]
  • context The Ethical Move's public materials show a governance model where ordinary users, advertisers, members, or pledge participants do not have full binding control over institutional direction. [2]
  • context The Ethical Move's model changes the flow of advertising, attention, data, or creator revenue compared with ordinary surveillance advertising. [3]
  • context The Ethical Move operates in or against the advertising and attention market by changing how consent, tracking, ad placement, creator funding, or marketing ethics work. [4]
  • The Ethical Move's core product or program is aimed at changing advertising, tracking, data markets, or marketing practice rather than simply maximizing hidden behavioral extraction. [5]
  • context The Ethical Move's model can scale through software, standards, pledges, advertising buyers, or data-market infrastructure, with different accountability risks depending on control structure. [6]
Scale Integrity
?
Whether growth improves or degrades fairness and accountability.
4 / 5

The Ethical Move's model can scale through software, standards, pledges, advertising buyers, or data-market infrastructure, with different accountability risks depending on control structure.

Calibration notes

Comparative anchor: Attention, consent, advertising, and anti-surveillance batch calibrated against browser, adtech, open-source, and media-infrastructure entries.

Linked evidence
  • context The Ethical Move is organized around the structure described in its public materials rather than democratic ownership by all affected users or workers. [1]
  • context The Ethical Move's public materials show a governance model where ordinary users, advertisers, members, or pledge participants do not have full binding control over institutional direction. [2]
  • context The Ethical Move's model changes the flow of advertising, attention, data, or creator revenue compared with ordinary surveillance advertising. [3]
  • context The Ethical Move operates in or against the advertising and attention market by changing how consent, tracking, ad placement, creator funding, or marketing ethics work. [4]
  • context The Ethical Move's core product or program is aimed at changing advertising, tracking, data markets, or marketing practice rather than simply maximizing hidden behavioral extraction. [5]
  • The Ethical Move's model can scale through software, standards, pledges, advertising buyers, or data-market infrastructure, with different accountability risks depending on control structure. [6]

Penalties

Penalty Applied Why this penalty
Ideological Disavowal
?
Concealed ideology presented as neutrality, expertise, professional necessity, public-service administration, market inevitability, or non-ideological common sense while exercising power. Range: -3 to 0.
-1

The Ethical Move frames contested choices about advertising, consent, misinformation, attention, or data markets as responsible infrastructure or reform rather than as a situated institutional position.

Calibration notes

Comparative anchor: Attention, consent, advertising, and anti-surveillance batch calibrated against browser, adtech, open-source, and media-infrastructure entries.

Linked evidence
  • The Ethical Move frames contested choices about advertising, consent, misinformation, attention, or data markets as responsible infrastructure or reform rather than as a situated institutional position. [11]

Bonus Credits

Bonus Credit Why this credit
Openness to Dissent
?
Credit for tolerating internal, user, customer, worker, and public dissent without retaliation, capture, or viewpoint laundering.
2 / 3

The Ethical Move publicly challenges dominant advertising or tracking practices, creating room for criticism of the existing attention economy.

Calibration notes

Comparative anchor: Attention, consent, advertising, and anti-surveillance batch calibrated against browser, adtech, open-source, and media-infrastructure entries.

Linked evidence
  • The Ethical Move publicly challenges dominant advertising or tracking practices, creating room for criticism of the existing attention economy. [7]
Constitutional Spirit
?
Credit for respecting constitutional rights and civil-liberties norms even where private law does not strictly require it.
2 / 3

The Ethical Move's public work supports privacy, user autonomy, speech, or information-integrity norms beyond bare legal compliance.

Calibration notes

Comparative anchor: Attention, consent, advertising, and anti-surveillance batch calibrated against browser, adtech, open-source, and media-infrastructure entries.

Linked evidence
  • The Ethical Move's public work supports privacy, user autonomy, speech, or information-integrity norms beyond bare legal compliance. [8]
Good Deal
?
Credit for unusually fair value: durable quality, fair pricing, low lock-in, and clear customer surplus.
1 / 3

The Ethical Move gives users, creators, or participating organizations a more legible or fairer value proposition than ordinary opaque advertising markets.

Calibration notes

Comparative anchor: Attention, consent, advertising, and anti-surveillance batch calibrated against browser, adtech, open-source, and media-infrastructure entries.

Linked evidence
  • The Ethical Move gives users, creators, or participating organizations a more legible or fairer value proposition than ordinary opaque advertising markets. [9]
Cost Transparency
?
Credit for clear posted prices, all-in fees, unit costs, public rate cards, margin/cost visibility, or surplus-allocation transparency, especially in markets where opaque quotes, hidden fees, or individualized pricing are normal.
1 / 3

The Ethical Move's public materials make parts of the advertising, reward, pledge, or creator-payment exchange more visible than conventional adtech.

Calibration notes

Comparative anchor: Attention, consent, advertising, and anti-surveillance batch calibrated against browser, adtech, open-source, and media-infrastructure entries.

Linked evidence
  • The Ethical Move's public materials make parts of the advertising, reward, pledge, or creator-payment exchange more visible than conventional adtech. [10]

Confidence Basis

Confidence Basis

Confidence is computed from the evidence trail and review state, not typed into the profile by hand.

Medium 76/100

11 verified linked claims 11 direct axis claims 0 disputed claims 11/14 components covered

This confidence label measures the source-backed evidence trail. AI-scaffolded scores remain tentative until human review.

Claim confidence 19/20

11 verified linked claims

Source quality 11/18

Best source per verified claim, weighted by institutional reliability

Direct axis-specific claims 9/18

11 direct claims across 14 active components

Dispute load 12/12

0 disputed claims on this entity

Recency 10/10

Newest accepted timestamp: May 13, 2026

Reviewer status 7/12

Human-reviewed components score higher than AI scaffolding

Component coverage 8/10

11/14 evidence-bearing components have direct support

Evidence State

Evidence State

Profile stateAI draft / human-pending
VerificationUnverified
ConfidenceMedium confidence (AI)
ThoroughnessDeveloped (AI)
Correction routeUse “Challenge this rating” for factual errors, missing counterevidence, source problems, or calculation mistakes.
Company responseCompany representatives can submit source-backed corrections; payment never changes scores or reviewer authority.

Claims and Sources

Claims are the evidence record. Each claim needs a source link, axis category, status, confidence level, and timestamp before it can support a score.

* Tentative scaffolding score. Not human-checked or final.
1The Ethical Move is organized around the structure described in its public materials rather than democratic ownership by all affected users or workers.

Ownership Verified High confidence Human-reviewed

2The Ethical Move's public materials show a governance model where ordinary users, advertisers, members, or pledge participants do not have full binding control over institutional direction.

Governance Verified High confidence Human-reviewed

3The Ethical Move's model changes the flow of advertising, attention, data, or creator revenue compared with ordinary surveillance advertising.

Extraction Verified High confidence Human-reviewed

4The Ethical Move operates in or against the advertising and attention market by changing how consent, tracking, ad placement, creator funding, or marketing ethics work.

Market Conduct Verified High confidence Human-reviewed

5The Ethical Move's core product or program is aimed at changing advertising, tracking, data markets, or marketing practice rather than simply maximizing hidden behavioral extraction.

Product Integrity Verified High confidence Human-reviewed

6The Ethical Move's model can scale through software, standards, pledges, advertising buyers, or data-market infrastructure, with different accountability risks depending on control structure.

Scale Integrity Verified High confidence Human-reviewed

7The Ethical Move publicly challenges dominant advertising or tracking practices, creating room for criticism of the existing attention economy.

Openness To Dissent Verified High confidence Human-reviewed

8The Ethical Move's public work supports privacy, user autonomy, speech, or information-integrity norms beyond bare legal compliance.

Constitutional Spirit Verified High confidence Human-reviewed

9The Ethical Move gives users, creators, or participating organizations a more legible or fairer value proposition than ordinary opaque advertising markets.

Good Deal Verified High confidence Human-reviewed

10The Ethical Move's public materials make parts of the advertising, reward, pledge, or creator-payment exchange more visible than conventional adtech.

Cost Transparency Verified High confidence Human-reviewed

11The Ethical Move frames contested choices about advertising, consent, misinformation, attention, or data markets as responsible infrastructure or reform rather than as a situated institutional position.

Ideological Disavowal Verified Medium confidence Human-reviewed

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Evidence comes in through contributors, is checked by verifiers, and is synthesized by reviewers. Founder authority remains narrow and visible; scores recalculate when verified claims or the rubric change.

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