1. Truthfulness of the message
  2. Authenticity of the persuader
  3. Respect for the audience
  4. Equity of the persuasive appeal

Fitzpatrick & Gauthier

Fitzpatrick and Gauthier developed a series of questions that must be honestly answered to determine how ethical a pitch is:

  1. For what purpose is persuasion being employed?
  2. Toward what choices and with what consequences for individual lives is persuasion being used?
  3. Does the persuasion in this case contribute to or interfere with the decision-making process for its target audience?