According to Grewal and Lvy, marketing ethics
refers to the moral or ethical dilemmas that are specific to the domain of
marketing. To customers, marketing ethics are the beliefs about what is “right”
or “wrong”, which are based on personal values. To companies, marketing
ethics are responsibilities.
Advertisements and promotions are integrated marketing communication
approaches. Cigarette cases are good examples of truthful and honest
promotions. Some cigarette cases have cautions such as “Tobacco smoke
contains benzene, a chemical that causes cancer” on each package, or even
graphic warnings. In this case, the advertisements show the negative effects
of smoking while still leaving the decision to buy the cigarettes or not to the
customer.
However, there are many unethical commercials.
Slimming pills, such as 2 Day Diet, are typical examples. The advertisements
always exaggerate the good effect of taking slimming pills and hire famous stars
to make the pills more attractive, which misadvise customers. They also cover
up or ignore the negative effects that may cause unimaginable harm to the
human body. In my opinion, we should either be fully informed about the
slimming pills before taking them or instead take them under the guide of
family doctor.
A video about Diet Pills Warning by FDA. Dangers of diet pills.
In the UK, there is an Advertising Standards Authority to regulate all
advertisements. “The ASA’s role is to ensure ads are legal, decent, decent,
honest and truthful by applying the Advertising Codes.” This self-regulatory
organization decimates the ambiguity, exaggeration, and omissions in
marketing communication. An ethical approach is always the right approach.
Sources:
http://www.tutor2u.net/business/gcse/marketing_ethics.html
https://blogs.ubc.ca/jingwang/2013/01/17/should-we-trust-ads/
https://blogs.ubc.ca/comm2961/