English, 2021/2022 Mag.

Lisa Bravin
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Ethics in Marketing
The issue of advertising and ethics is often discussed in the media. Because of the need to
generate advertising “cut through”, often advertising and social media campaigns are
controversial, potentially offensive, possibly sexist, and sometimes misleading. Marketers are
also accused in the media from time to time of creating the material society and of “forcing”
people to buy products that they really don’t want or need – which happens through peer
pressure.

Discussion questions

1. Think of an advertising or social media campaign that you

have seen recently that you would consider potentially
offensive to you or to other consumers. What was that
campaign and why could it be considered offensive? How
would it be possible to communicate the same message
without offence?
2. As we know, people have different senses of humor. Social media often uses humor in their
messages in order to try to attract viral attention. Do you think it is possible to use humor that
is effective enough to generate attention and viral activity that is also likely to offend
anybody? Can you think of an example of an ad that would do this?

Ethical Dilemmas in Marketing

“You know right from wrong,” says Laura Hartman, professor of business ethics at the DePaul
University College of Commerce. “What’s tough is standing up for it. Sometimes, it takes a lot of
courage to be ethical.”
However, in reality, everyone in business is wise to develop moral fibers, because ethical
problems often lead to legal problems, which bite into profits -- not to mention your career ladder.
The first step to confronting any dilemma is recognizing the moral dimension of it. Only then can
you properly weigh the pros and cons of your options. Here are common ethical dilemmas you’re
likely to face as a marketing professional. With a partner, discuss what you would do if you were
faced with such a dilemma:

Ethical Dilemma 1: How Far Can You Go in Stealth Marketing?

Scenario: An actor hired by a particular company poses as an ordinary Joe and strikes up a
conversation with a potential consumer to praise the company’s product or service. Is this fair?
Ethical Dilemma 2: Can You Sell Customer Information?
Scenario: When customers shop your online store, they leave an electronic trail that provides lots
of information -- from their name and address to the types of goods that interest them when they
search the site. A partner company would like to buy the data from you. Should you make the
sale? Do you even have the right to use that information in house?
Ethical Dilemma 3: Should You Recall a Flawed Product?
Scenario: You discover a flaw in one of your products, but telling the public might affect sales.
What should you do?
Ethical Dilemma 4: What’s Appropriate in Comparison Marketing?
Scenario: You’d like to put out an ad for your client that compares his product to the competition.
How far can you go?
 English, 2021/2022 Mag. Lisa Bravin
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Ethical Dilemma 5: Should you address younger target groups?

Scenario: You’d like to launch a new product for kids. Actually, kids form a very important groups
when it comes to marketing. Is it OK to aim the advertisements for your product directly at
children?   

Marketing fails
Here are some examples of advertisements where marketers have gone too far and had to face
strong criticism. Some ads had to be withdrawn and the company apologized to the public. With a
partner, analyze what has gone wrong!
English, 2021/2022 Mag. Lisa Bravin
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English, 2021/2022 Mag. Lisa Bravin
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English, 2021/2022 Mag. Lisa Bravin
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One simply has to wonder how anyone could think it

was a good idea to run those ads…

sources:
https://www.greatideasforteachingmarketing.com/marketing-and-ethics/
https://www.monster.com/career-advice/article/ethics-in-marketing