Nigel Harris reports that PR/marketing material from three of the Big Four implies that KPMG, PwC and E&Y are all ‘number 1′ in the UK. I have seen the KPMG banner Nigel refers to on Liverpool Street station. To their credit, Deloitte isn’t making comparable claims.
On a very strict interpretation, Nigel’s analysis could be described as tongue in cheek but there is a more serious point. Under the ethics rules, you can be guilty of bringing the profession into disrepute if you make false or misleading claims. Professional firms have to be very careful about advertising. Websites count. As we all know, companies often make claims that don’t really stand up but we usually recognise them for the BS they are.
I believe professionals have a special duty of care here because they are regarded as trusted advisors. They must therefore ensure that advertising statements are truly meaningful.
I wonder what ICAEW ethics committee has to say about this?
I can hear the pleadings already. Using the language of obfuscation, each would probably roll out the PR/marketing wonks to justify their position, bamboozling the Wise Men at Moorgate Place. It’s what our American cousins call ‘situational ethics.’ It’s what I call lies.
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