Adopting ethical marketing practices that prioritize honesty over embellishment helps institutions build trust. This includes avoiding misleading claims in promotional materials, comments made by departments (enrollment, FA, and others), as well as what is on the website. It is appropriate to use data and cite where it came from if its a third party. It is why reviewing disclosures annually makes sure all departments can give accurate and relevant information rather then general statements that can get an institution in trouble.
