In a perfectly fair and open market, customers should be given all information about all products, however this ethical hypothesis is scarcely possible to happen in the really market, at least in the near future. This information dissymmetry leads to the inferior position of the consumers. As a result, morality is really important in maintaining a well-regulated and orderly market. Marketing ethics is an integral concept—marketing ethics is the area of applied ethics which deals with the moral principles behind the operation and regulation of marketing. Different countries, different nations, even different ages have different standard about marketing ethics. The “Market and Ethics” video shows some advertising within the past several centuries. Many of them, such as explore alcohol to kids and encourage kids to play with guns are not allowed to appear on TV in the present. However, at that time, they are allowed, and been promoted. Marketing ethics do not have a fixed content, it can change with time, with culture, with people’ consciousness or with the progress of the society.

From consumers’ standpoint, the most harmful ethic issue in marketing is counterfeit and shoddy products. This is unacceptable no matter when, as those unqualified products can not only deceive you but also threaten your life, especially foods and drugs. The most shocking news I have heard recently is the “Milk Scandal”, exploded in 2008 in China. “Melamine”, a chemical raw medical, became famous overnight because it had been found in infant milk powders under a brand called “Sanlu”. Many kids got hurt; some of them even got killed. If you go online to search, you will find more unbearable imagines. I think many people will ask why, and the reason is simple: to cut the cost and get more profit.

Ethic issue in marketing can be as little as one cent, but also, can be as big as life. Market is traded in both directions (sellers and buyers) and marketing ethics is one tool that can protect consumers from losing lot.

Reference:

http://en.wikipedia.org/wiki/Marketing_ethics