Ethical Considerations in Marketing Communications Marketing communications professionals often enough to make decisions based on ethical standards. The American Marketing Association describes ethics as relating to "moral action, con-duct (sic), motive, and character. It also means professionally right or befitting, conforming to professional standards of conduct" ("Definition of ethics," 2013, para. 268). The American Advertising Federation has a subdivision called the Institute for Advertising Ethics whose "fundamental purpose is to Inspire Advertising, Public Relations and Marketing Communications Professionals to Practice the Highest Personal Ethics in the Creation and Dissemination of Commercial Information to Consumers" (AAF, 2013, para. 2). Some of the main decisions marketing indications professionals will have to make in the course of creating the marketing communications plan include targeting, advertising, promotions, and packaging. Ethics of Targeting As we learned in unit two, businesses need to target their audiences so that the right consumers receive the right message. Determining the target market is important to a business to ensure that your marketing and advertising dollars are spent correctly. Budgets are not limitless so companies need to stretch their advertising dollars. They do this by targeting groups of people is most likely to purchase the product. However, is focusing on one group ethical, especially if that group consists of people more vulnerable to advertising messages such as children and teenagers. Toys and games are the obvious advertisements directed at children, however advertisers have come under fire for pitching junk food to children. The FTC reports that even back in 2006, fast food and beverage makers spent $2.3 billion marketing to children. The federal government has proposed specific guidelines that while voluntary, would encourage the food industry to carefully consider its advertisements to children. Food and beverage manufacturers would have to create healthier recipes or forgo advertising to children. (Neuman, 2011). More recently, Nickelodeon has been criticized for using its characters and brand to market junk food to children. Urged by various health groups, the company has taken steps to limit the licensing of its characters to foods that are considered healthier. ("Center for Science," 2012). Ethics of Advertising In general, the ethics of advertising has been debated since its creation. Many consider to be deceptive and often contain misleading information. While there are truth in advertising laws and regulations, some criticize the fact that there are ways around this. The Federal Trade Commission enforces the truth in advertising laws amongst all types of media. "When consumers see or hear an advertisement, whether it’s on the Internet, radio or television, or anywhere else, federal law says that ad must be truthful, not misleading, and, when appropriate, backed by scie.