The discussion of any SEO Code of Ethics is like a discussion on politics or religion: there are more than two sides, all sides are strongly opinionated, and seldom do they choose the same path to the same end. Most Search Engine Optimization (SEO) practitioners understand these ethics, yet not all practitioners practice safe-SEO.
Too many SEO practitioners claim a bias towards surfers, or the search engines, or their clients (all are appropriate in the correct balance), and it is common for the "whatever it takes" excuse to bend some of these ethics to fit their needs. This page does not pass judgment, it simply states the obvious.
Digital marketing is the catch all term for the marketing methodologies used on the net today.
This diagram helps put them in context:
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