Empowering a brighter future for humanity through ethical marketing.

We champion an ethical approach to digital marketing where consumers are more directly aware of the impacts of their clicks, socially, environmentally and personally.

Ethical Clicks is a nonprofit initiative working to transform the role of advertising and marketing in the digital age.

Through research, advocacy, and hands-on support, we help organizations of all sizes align their marketing with ethical principles — from privacy and inclusion to sustainability and transparency.

Our mission is clear: to shift the logic of digital marketing from exploitation to empowerment.

What we do

We research the world of digital marketing and aim to help strengthen brands through honesty, transparency, and sustainability.

To support companies on their ethical marketing journey, we offer a range of services designed to help shape campaigns responsibly. We support ethical marketing through two service tracks — (i) one focused on improving what you do now, (ii) the other on transforming how you think, plan, and grow.

Ethical Impact Tools

Improve your existing marketing with clear, actionable assessments.

These tools to help you evaluate and upgrade your current campaigns and content. Whether you’re auditing ad integrity or checking how inclusive your targeting is, these services are designed for immediate, measurable impact.

Ethical Foundations

Embed ethics into your marketing culture and strategy from the ground up.

These services help you build a responsible marketing practice at the core of your brand. Through workshops, innovation labs, and long-term support, we work with teams to align values, policies, and practices for lasting change.

Ethical Ads Audit

Gain insights into the ethical integrity of your advertisements. Our audit helps you assess how honest and transparent your ads are, and where you can improve to avoid misleading consumers or causing harm.

What's included?

Comprehensive Analysis of Your Advertisements
Our audit takes a deep dive into the content of your digital ads — including text, visuals, and calls-to-action — to assess their ethical integrity. We examine whether your messaging is truthful, respectful, and free from manipulation. This includes identifying any misleading language, exaggerated claims, or imagery that could cause harm or perpetuate stereotypes.

Evaluation on Clarity, Transparency, and Honesty
We evaluate whether your ads clearly and accurately communicate what you offer. Are the benefits presented realistically? Is pricing transparent? Do your ads set the right expectations for consumers? We help ensure that your messaging builds trust rather than exploiting confusion or vulnerability.

Actionable Insights for Ethical Improvement
Following the assessment, you’ll receive a detailed report outlining where your ads stand in terms of ethical standards — and, more importantly, how to improve them. Our recommendations are practical and tailored to your campaigns, guiding you toward greater transparency, fairness, and long-term consumer trust.

Ethical Targeting Monitor

In the digital world, targeted marketing is powerful — but it’s essential to ensure that your targeting doesn’t exploit vulnerable groups. The Ethical Targeting Monitor provides insights into how your campaigns reach specific audiences and whether that targeting is ethically sound. We help ensure your ads don’t negatively impact at-risk populations, and that your campaigns align with values of equality and transparency.

What's included?

In-depth Analysis of Your Targeting Methods
We examine your ad targeting strategies to determine whether they are fair, respectful, and inclusive. This involves assessing how audience segments are defined and whether the logic behind your targeting might unintentionally reinforce bias or exclusion. Our goal is to ensure that your approach respects diversity and promotes equal access to your content.

Preventing Ethical Pitfalls and Unintended Harm
Targeting can be a double-edged sword — especially when it inadvertently singles out or excludes vulnerable or marginalized groups. We help you uncover these hidden risks before they lead to reputational or legal issues. This includes identifying overly narrow segments, exploitative profiling, or targeting based on sensitive characteristics like income, health, or ethnicity.

Actionable Feedback and Ethical Recommendations
Following the assessment, we provide a comprehensive report that outlines your current targeting practices, highlights areas of concern, and offers clear, practical steps to improve. Our recommendations are tailored to help you align your strategies with ethical principles — ensuring your campaigns are inclusive, transparent, and in line with social responsibility standards.

Sustainability Ads Scan

Measure the environmental impact of your ads. Our Sustainability Ads Score helps you optimize campaigns for transparency, efficiency, and eco-responsibility—building trust with conscious consumers and reducing digital waste.

What's included?

Comprehensive Sustainability Evaluation
We assess your advertising campaigns through the lens of environmental responsibility and transparency. This includes evaluating the energy efficiency of your digital infrastructure — such as whether your landing pages are hosted with green energy — and the user journey, measuring how many pages or steps are required before a customer can complete a transaction. We also consider the environmental footprint of the product or service itself, and most importantly, how openly and accurately you communicate that impact to your audience.

Clear, Actionable Scoring Report
After the assessment, you’ll receive an easy-to-understand sustainability score accompanied by a breakdown of key metrics. This score provides a transparent view of how your campaigns perform in terms of environmental responsibility, helping you identify strengths as well as areas for meaningful improvement.

Tailored Improvement Plan
We provide a set of practical, prioritized recommendations to help increase the sustainability of your ads and reduce their environmental impact. From optimizing page load speeds and minimizing digital waste, to refining how you talk about your product’s ecological impact — we help you strengthen both your ethical profile and your brand’s credibility in the eyes of conscious consumers.

Ethical Influencer Marketing Assessment

Influencer marketing is a powerful way to promote your brand, but it’s essential to choose the right influencers who share your ethical values. With the Ethical Influencer Marketing Assessment, we help you evaluate the ethical integrity of influencers and the impact they have on their followers. We ensure you collaborate with influencers who create positive influence and avoid spreading misleading or harmful messages.

What's included?

In-Depth Ethical Evaluation of Influencers
We go beyond follower counts and engagement rates. Our assessment focuses on the ethical conduct of influencers — analyzing their past content, tone, authenticity, and how they engage with their audience. We look at whether they promote transparency, avoid harmful stereotypes, and maintain responsible sponsorship disclosures. The goal is to ensure that their influence is not only effective, but also aligned with positive social values.

Find Influencers Who Truly Align With Your Brand
We help you identify and select influencers who authentically embody your brand’s mission and values. Whether your focus is sustainability, inclusion, fairness, or transparency, we match you with individuals whose content and online behavior reinforce your ethical positioning — building genuine trust with your audience, not just reach.

Tailored Report and Ethical Recommendations
You’ll receive a comprehensive report that includes ethical ratings, potential risks, and a curated list of influencers we recommend based on your brand values. We also provide actionable guidance on managing influencer relationships in a way that strengthens ethical integrity and brand credibility — helping you build partnerships that uplift your brand and your audience.

Ethical marketing for a more just, transparent, and sustainable digital world.

Through research, advocacy, and hands-on support, we help organizations of all sizes align their marketing with ethical principles — from privacy and inclusion to sustainability and transparency.

Our mission is clear: to shift the logic of digital marketing from exploitation to empowerment.

Who's behind Ethical Clicks?

Hi, I’m Twan Roubroeks, the founder of Ethical Clicks. I’m 40 years old and I’ve seen marketing evolve over the years from old-fashioned and ‘obvious’ to highly intelligent, complex, and sophisticated. These days, it’s very difficult to tell whether the content you see online is meant to sell products or services, or to genuinely inform and help you. I’ve been working as a website developer for the past five years, and every day I see how companies increasingly use advanced content marketing with the goal of making a financial profit, rather than telling a sincere and transparent story.

Get in touch to discuss our services.

If you are interested in any of our services, please send us a message with your information and we will get back to you.