The Importance of Ethical Copywriting in a Misinformation Age

Fortunately, more and more people are aware of clickbait tactics and misleading content.

As a copywriter, you are crucial in creating an accurate and trustworthy voice for your client. By providing factual information with cited sources, you help establish them as a credible authority in their field. 

Writers have the power to communicate effectively, shape narratives, influence opinion, and drive consumer behaviour. With great power…well…you know the rest.

What Is Misinformation?

Misinformation is the deliberate sharing of misleading or false information. Despite its surge in the last few years, this concept has been introduced previously. 

From September to November 2020, 57.7% of Instagram content recommended was misinformation about the COVID-19 pandemic. Despite the pandemic being in the rearview mirror, false or misleading information continues to spread about politics, the environment, immigration, health, and more. 

As a writer, your responsibility doesn’t end when you hit “publish.” This information can be spread with a simple retweet, share, or screenshot, and it is nearly impossible to erase your footprint from the internet. 

When you craft your copy, please ensure that your statements are backed by well-researched information and factual sources. 

If you are unsure if a source is trustworthy, please take a few minutes to look over their history. Are they from an anonymous source online or a reputable academic journal? If unsure, check if the person or resource you’re quoting has cited their research. 

Closely examine what they have published, and if you can’t verify their credibility, move on to a more reliable source.

The Dangers of Misinformation

Misinformation isn’t just dishonest; it can be incredibly dangerous and lead to devastating consequences. 

In 2024, a man brutally attacked children exiting a Taylor Swift-themed dance class, resulting in three deaths and several injuries. Online forums lit up with suggestions that the unnamed perpetrator was a Muslim asylum seeker. Despite officials declaring that this information was incorrect, it spread like wildfire. In the days following the attack, riots broke out across the UK, with individuals attacking mosques, people of colour, and police. 

This information, sometimes spread without forethought or consideration for those it affects, can cause a ripple effect that permeates indefinitely.

While most examples of spreading misinformation are not nearly this extreme, it is crucial to remember how your words might resonate and their effect on the community.

Honest Communication and Its Impact

The good news is that people are becoming more privy to misinformation online. 

The bad news is that you won’t be able to get away with it much longer if you toe the line between honesty and lies.

There are tools all over the internet that will fact-check sources, and social media sites have started including disclaimers beneath potentially incorrect information.

Save your customer the trouble of fact-checking your information. From your first post, web page, or comment, be honest. 

If the company you're writing for doesn’t offer a particular product or service, tell their customers that you hear their comments and that they will look into making changes.

Customers appreciate transparency and are more likely to trust brands that acknowledge their concerns and admit their limitations.

Handling Clients Who Bend the Truth

My dad used to tell me that “the coverup is worse than the crime.” 

Trying to recover after being caught spreading false information about your brand is harder than being honest.

If your client pressures you to lie about their business, explain that honesty is in their best interest. If customers see a brand lying, they will take their business elsewhere.

As a copywriting professional, don’t risk your reputation writing for a dishonest client. 

The Balancing Act of an Ethical Copywriter

Writing content for a business requires a delicate balance. You want to ensure that the company is presented positively, but you can’t fabricate facts or statistics that don't exist. 

Brands that are honest with their clients, transparent in their practices, and admit when they have made a mistake will retain a larger percentage of their audience than brands that avoid responsibility.

As writers contributing to the online and print space, we must ensure that our content is engaging and supported by facts. Writing for your clients or your brand has a lasting impact. 

Your words have meaning, so wield your pen/keyboard responsibly.