Unethical advertisement by Gillette

This article on Gillette is a clear example of an unethical advertisement. It misled consumers into thinking that their product have the ability to “raise hair for a better shave”. This false claim resulted in Gillette violating consumer-related laws in Canada and the US.

As such, the parties involved in this case are Gillette, the consumers who purchased the M3Power and the Settlement Class Counsel. Those consumers who have purchased the M3Power are able to get a refund for their purchase.

This case shows us that false claims can result in lawsuits and a lower reputation for the company. Consumers in future will think twice about purchasing the company’s products even if the benefits are true.

However, Gillette is very aggressive in their advertising campaign. They have a new advertisement every few months, creating a strong brand image for their razors. Thus, will this lawsuit affect their credibility? I don’t think so because consumers will feel that Gillette is a well known company and this lawsuit will just be forgotten. Consumers will still rely on Gillette for trustworthy razors even though the advertisements are misleading.

This is the link for the article:

http://www.bruceonshaving.com/2010/11/22/gillette-in-proposed-7-5-million-settlement-for-alleged-false-and-misleading-marketing/