News has arrived that lecturer Viktor Myroshnychenko co-authored a scientific article on the problems of modern marketing. The topic of the article: “Digital Ethics and Transparency in Implementing Marketing Strategies in E-Commerce”. The article was published on 30 December 2025 on the website of the journal “Current Issues of Economic Sciences” (in accordance with Order of the Ministry of Education and Science of Ukraine No. 1415 of 02.10.2024, the journal has been assigned Category “B” in economic sciences.)
The intensive spread of digital technologies in the commercial sector is transforming approaches to organising marketing activities and raising the urgency of ethical regulation of data-driven practices. The growing dependence of e-commerce on algorithmic personalisation mechanisms, user behaviour tracking systems and forms of automated communication creates a need to define the limits of permissible intrusion into the consumer's information space. This gives rise to a demand to rethink the principles that ensure the correctness, integrity and accountability of marketing decisions in the digital environment. The aim of the research (the article) is to refine theoretically the approaches to integrating the principles of digital ethics into the system of strategic e-commerce marketing and to establish mechanisms for increasing transparency of interaction between market participants.
