ABSTRACT
The chapter deals with the impact of digitisation on the understanding of ethical standards in finance and the forms of their institutionalisation. This impact was recognized as an extension of the responsibility of financial institutions due to the increase in their ability to influence customer values within the digital infrastructure and through the use of tools provided by new technologies. These technologies were therefore treated not only as a new and more effective medium of communication but also as a phenomenon that significantly increases the cognitive and operational abilities of financial institutions. The chapter proposes an interpretation according to which these technologies exert pressure on a more depersonalized and consumer model of relations with customers and at the same time on increasing the degree of innovation of financial products. The postulated ethical response to this should be a stronger moral co-responsibility of financial institutions and commitment to values manifested in proposing institutional innovations designed through the use of the same tools. Thanks to digitisation, however, these innovations can not only be designed more effectively but also implemented in the recommended paradigm of ethical self-regulation defined as a bottom-up collective. It is possible, among others due to the "self-execution" of ethical standards in digital reality.
