Earlier today, Dallas-based telecommunications corporation AT&T took to the social media website Twitter, in order to pay homage to those directly affected by the 9/11 attacks on the World Trade Centre. The tweet included a picture of the New York City skyline at night with a smartphone being held up and taking a picture of the World Trade Centre Memorial, as well as the tagline “Never Forget” (link below). It was not a surprise that AT&T acknowledged the significance of the day; it was the fact that they used it as an advertising opportunity. This raises a question of ethical concern. Is it ethical to use the pain and suffering of others as an advertising advantage? Most people and myself do not think so, thus causing the massive media and public backlash that AT&T experienced today. Sure, one can argue that any publicity is good publicity. However, AT&T is the largest cell provider in the USA, so why would they risk the bad publicity? Considering how seriously the 9/11 attacks are taken in the USA, acting in this way can only serve to tarnish a person’s view of the overarching morals and ethics of the company itself. All in all, AT&T’s decision to use this image was both extremely ill-advised and unethical.
AT&T has since deleted the tweet and issued an apology statement regarding the matter.
Link to the story: http://www.theglobeandmail.com/report-on-business/industry-news/marketing/att-its-still-too-soon-for-a-911-themed-ad/article14248783/