10 Unethical Marketing Practices You Must Avoid (2026)

Many people come online hoping to get rich quick, and some slide into tactics that trick customers instead of helping them. These unethical marketing practices might bring a few sales, but they destroy trust, attract complaints and can break the law. Guest author Onibalusi Bamidele, a young entrepreneur, listed five to avoid in 2010. We’ve expanded the list for 2026, when fake reviews, dark patterns and AI-generated hype are bigger problems than ever.

Quick answer: Avoid pressure tactics and fake urgency, selling low-quality products, exaggerated or false claims, overpromising and underdelivering, bait-and-switch, fake reviews and testimonials, hidden fees and dark patterns, undisclosed affiliate or sponsored content, spam, and misusing customer data. Honest marketing builds repeat customers and referrals.

10 unethical marketing practices to avoid

1. Pressuring or shaming people to buy

Sales pages that say “if you don’t buy this, you’ll stay poor forever” insult your readers. Explain the benefits clearly and let people decide.

2. Fake urgency and scarcity

Countdown timers that reset, “only 2 left” when there are hundreds, and fake “price goes up tonight” claims are manipulative and, in many countries, illegal.

3. Selling low-quality products

An e-book thrown together in two hours and sold as “the best ever” for $77 will bring refunds and bad reviews. Sell your best work, and the word of mouth will follow.

4. Exaggerated or false claims

Income claims, health claims and “guaranteed results” must be honest and backed by evidence. Regulators such as the US FTC take action against deceptive claims.

5. Overpromising and underdelivering

Promise less and deliver more. Customers who get more than they expected become fans; those who get less become critics.

6. Bait-and-switch

Advertising one product and delivering another, or a cheaper version, is a fast way to lose trust. Give customers exactly what you promised.

7. Fake reviews and testimonials

Writing your own reviews, paying for positive ones or hiding negative ones misleads buyers. The FTC’s rule on fake reviews allows penalties, and platforms remove them.

8. Hidden fees and dark patterns

Surprise charges at checkout, pre-ticked add-ons and subscriptions that are hard to cancel frustrate customers and attract regulators.

9. Hiding paid relationships

Always disclose affiliate links, sponsored posts and free products. Disclosure keeps readers’ trust and is legally required in many countries.

10. Spam and data misuse

Emailing people who never signed up, buying email lists or sharing customer data without consent breaks anti-spam and privacy laws and damages your reputation.

What ethical marketing looks like

• Clear, accurate product descriptions and pricing.
• Honest reviews that include drawbacks.
• Easy refunds and cancellations.
• Permission-based email marketing.
• Giving value before asking for anything; see the value tradeoff.

For more pitfalls, see these internet marketing mistakes to avoid.

FAQ

What is unethical marketing?

Marketing that misleads, manipulates or harms customers, for example false claims, fake reviews, hidden fees or spam.

Is fake urgency illegal?

In many places it can be treated as a misleading or unfair practice. Check consumer protection rules where you sell.

Do I have to disclose affiliate links?

Yes, in most countries. Place a clear disclosure near the links, not hidden in a footer.

Originally written by guest author Onibalusi Bamidele, a young entrepreneur who wrote about website traffic and online business. Updated for 2026 by QuickOnlineTips.