When it comes to advertising, how far is too far? Bic Canada recently faced public outcry after airing a controversial commercial as part of their back-to-school campaign. The TV ad, which can be seen here, was set in an Asian prison and was criticized for being discriminatory. Almost immediately following the commercial’s first airing, Bic was bombarded by offended viewers. This latest controversy raises the issue of marketing ethics and offensive advertising. Humour has always been an effective marketing tool and it is widely used by many companies in their advertising campaigns. But what if the humour is at the expense of others? Where is the line drawn between funny and offensive?
Racy commercials are amusing and will leave a lasting impression on the viewer, especially if it’s well done. However, if the ad discriminates against any particular social group, there is bound to be public criticism. Offensive advertising is no new issue and there have been other protests most recently against Nivea and Groupon. Concerning this ethical issue companies must make a decision: Is it worth sacrificing political correctness for a provocative ad?