When I read Vivien Lee’s blog post “marketing to kids”, I was instantly reminded of marketing ethics, especially controversies that have been raised throughout the years. In Canada, advertising to children is carefully controlled by the CRTC’s Broadcast Code for Advertising to Children, and monitored by other organizations. However, some marketers may not have intended the products to be consumed or bought by younger generations.

For example, Victoria’s Secret targets its Pink line of sexy clothing to young adults and mainly college students. However, it is now a popular product to girls as young as 11 years old. Companies need to be socially responsible for their targeting and marketing techniques yet how can unintentional spillover be controlled?

On the other hand, some companies have no intention of being socially responsible. For example, in 2005, Abercrombie & Fitch launched a line of t-shirts which women claimed to contain sexist messages.

Not surprisingly, social groups such as the Women and Girls Foundation of Southwest Pennsylvania launched a protest and received national coverage, causing A&F to pull the line from stores. Products such as these are definitely poor marketing techniques as they lead to negative press. In addition, marketing often subliminally affects the way people think, especially children and young adults. Therefore, having such taglines on t-shirts are definitely unethical, and send an improper message to youth. In addition, up to this day, A&F continues to have sexually implicit advertisements and catalogues. A few other stores have also utilized this approach such as Calvin Klein which brings a good point to ponder – Is it really acceptable for companies to use these sorts of marketing techniques? Is it considered unethical or simply good target marketing? Reality is, there really is never a 100% right or wrong in marketing as all parties are subject to their circumstances and situations.