Ethical Influences on Marketing

Ethics is the study of what is right or wrong; what is ‘good’ action for individuals, organisations and nations. 

Unethical marketing actions result in damage / offense to individuals or groups in some way. 

Ethics form the basis of laws (that can be prosecuted in court), but ethical issues cannot all be legislated against. 

Law is black and white: ethics have shades of grey. 

Ethical criticisms of marketing include:

• Materialism: creation of ’needs’ to sell ’solutions’ for profit; emphasis on material possessions as source of meaning and status in society

• Stereotypes: advertising can reinforce social norms and stereotypes around gender roles, race, class, ethnicity, national characteristics

• Sex to sell: using narrow definition of masculine and feminine beauty and appeal to gain attention to sell products unrelated to sex, sexualisation of children especially unethical

• Product placement: paying to insert products into movies, TV shows to gain exposure to audience that has switched off from advertising messages

Ethical influences on marketing include:

• Truth and accuracy: exaggerated claims, vague statements, concealment of facts, invasion of privacy

• Good taste: intentionally creating controversy through offense and shock

• Promotion of products damaging to health / wellbeing: fast food, soft drinks, high sugar foods for children, smoking, alcohol, gambling, short-term loans

• Engaging in fair competition: unfair treatment of competitors / suppliers

• Sugging: selling disguised through a survey—sales technique. Invasion of privacy and deceptive marketing practice.  

Ethics is a common theme in the course: Operations, Financial Management, Human Resources.