Our ethics are based on guidance from the Federal Trade Commission, the Wikipedia community and an analysis of media controversies. The FTC requires that marketing professionals disclose our affiliation in online communications and that readers know where the information is coming from, so we leave all editorial decisions up to Wikipedia's crowd-sourced volunteers that serve the reader's best interest.
Ethical Wiki maintains a strict policy that we provide the Wikipedians we work with all the available sources and information contained therein that may be material to editorial decision. Every article has a "no omissions" policy. This protects our reputation and that of our clients from accusations of deciet and cherry-picking and fosters an environment of trust that is needed to be productive on the site.
We also advise clients against micro-managing or "hovering" over the article and other behaviors that make the Wikipedia community uncomfortable and often lead to media controversies.