IMC Lecture 7 1920
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...some thoughts on ethics and regulations
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IMC Lecture 7 1920
- 1. Integrated Marketing Communications regulation and ethics 7
- 2. unethical marketing… sometimes accused of being intrinsically bad… encourages materialism, strips the planet of valuable resources, promotes greed, selfishness, hedonism and sets aspirations too high results in crime, loan sharks, serious debt, damage to the environment, to individuals, to communities, to the planet?
- 3. marketing ethics… diverse as people’s views on any moral issue are we happy with the ‘free-market’? forced ‘self-regulation’ through consumer power… …or should we have a interventionist, regulatory approach? state controls in place to stop abuse of power voluntary, self-regulating codes of conduct?
- 4. …it is the role of the marketer to find the line between ethical practice and using marketing techniques effectively to gain competitive advantage marketing ethics…
- 5. CSR covers a wide range of issues… employment labour and production in the supply chain environmental concerns such as sustainability refusal of ‘unethical’ practices also about exercising care in where and how marketing communications are targeted
- 6. ethical decision making models certain tests have been developed, Laczniak and Murphy (1996) suggest… ‘the golden rule’ – act how you expect others to act ‘the professional ethic’ – act in a way that a panel of objective, professionals would view as appropriate ‘the tv test’ – can you explain your actions comfortably to your public via tv? ‘categorical imperative’ – act in a way deemed universally appropriate for anyone in the same situation
- 7. ethical decision making models transparency depends on our perception and interaction with the internet… …can we add a new model? don’t engage in any activities you wouldn’t like shared and discussed over the internet..? viral effect speed in communications
- 8. criticisms of marketing communications… deceptive practices - pricing, promotion and packaging High pressure selling - non-customer focus False wants and too materialistic Cultural pollution Impact on environment
- 14. offensive?
- 15. Most complained about adverts in 2017
- 17. Should we be…targeting children?
- 18. banned… #ad
- 19. banned… #content
- 20. advertising codes… CAP BCAP advertising codes to ensure we’re legal, honest, decent and trustworthy ASA, 2019
- 21. consumer protection regulations… …and business protection regulations designed to ensure that the consumer is ‘free’ to make their own informed purchasing decisions avoiding misleading and aggressive practices as well as those that are legally prohibited such as… False prize draws False recommendations and celebrity blogging Unwanted communications Cookies law CIM, 2012
- 22. green claims… content must be relevant and offer a genuine benefit the claim must be presented clearly and accurately must be accurate, evidenced and relevant the claim must be substantiated CIM, 2012
- 23. Competitions and Markets Authority
- 24. PECR Privacy and Electronic Communication Regulations General Data Protection Regulations
- 25. Lawfulness, fairness and transparency Purpose limitation Data minimisation Accuracy Storage limitation Integrity and confidentiality (security) Accountability GDPR General Principles PECR General Principles Marketing using data, cookies, security and privacy
- 26. …foods high in fat, salt and sugar (HFSS)
- 27. Food marketing messages… Marketing communications that contain nutrition or health claims must be supported by documentary evidence Claims must be presented clearly and without exaggeration Marketing communications must not condone or encourage excessive consumption of a food. References to general benefits of a nutrient or food for overall good health or health-related well-being are acceptable only if accompanied by a specific authorised health claim A marketing communication may use one product as the sole reference for comparison only if that product is representative of the products in its category.
- 28. What’s important here? …marketing communications are often accused of being intrinsically bad The ASA and both the CAP and BCAP have a major influence on comms ethics, sustainability, honest and transparency are vital Gathering, storing and using data is subject to very strict regulation