Why Ethical Marketing Matters For Your Center

From lawsuits to bad press, ensuring your center’s messaging and ads are ethical and truthful matters more than ever before. Serving a uniquely vulnerable audience facing life-altering decisions requires trust that must be earned and protected. The Pro-Life Marketing Ethics Council (PLMEC) exists to help centers and pro-life organizations avoid unethical tactics, promote best practices to reach women considering abortion, and ultimately save more lives. 

Rooted in prayer, biblical principles, and research from leading pro-life organizations, we equip centers to navigate the ever-changing world of online marketing so they can protect themselves, communicate with integrity, and maximize their impact.

Ensuring your messaging is ethical should be at the forefront of your decisions and here is why.

1. She deserves respect, care, and transparency

• Women considering abortion may be experiencing fear, shame, financial strain, or intense pressure from others. Misleading messages can cause harm, deepen mistrust, and even push someone away from getting help or further into the arms of an abortion provider.

• Ethical marketing ensures clarity, compassion, and respect from the very first touchpoint.

  
  

2. Reputation and trust are your currency

• Pregnancy centers often rely on referrals, word of mouth, and community partnerships. If your marketing is seen as manipulative or deceptive, you risk losing the trust of clients, donors, and your broader community.

• Transparency about what you offer (and what you don’t) builds a foundation for long-term credibility.

• Having a reputation tarnished online can lead to the loss of hundreds of potential clients and precious lives in the future. It’s never worth the risk.

3. Life decisions demand full, accurate information

• Ethical marketing means giving people truthful, complete information—without omitting facts or manipulating emotions just to get them through the door.

• This protects your clients’ right to an informed choice and reinforces your mission to truly serve, not just persuade.

  
  

4. Compliance with laws and digital platforms

• Google Ads, Facebook, and other major platforms have strict guidelines for healthcare-related advertising—especially around abortion.

• Ethical marketing practices ensure you meet these standards, avoiding ad removals, penalties, or loss of ad privileges.

  
  

5. Donors want integrity

Donors give because they believe in your mission.

• When they see you treat clients with dignity—even in your marketing—they’re more likely to remain loyal and become advocates for your work.

• Ethical messaging strengthens your fundraising efforts by showing that you align with their values.

  
  

Find a Vendor That Aligns With Your Values

For a pregnancy center, marketing is not just about “getting appointments.” It’s about extending trust before the first phone call, protecting the dignity of each woman, and reflecting the center’s mission in every ad, social post, and website page. In this space, your message is as important as what you offer—because people’s lives, trust, and futures are at stake.

Looking for a vendor to help you succeed? Contact us to connect with PLMEC members today.