Ethics in our context involves matters of right and wrong, or moral, conduct pertaining to any aspect of marketing communications.

1. ETHICAL & SOCIAL ISSUES IN
MARKETING COMMUNICATION
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2. ETHICAL ISSUES IN MARKETING
COMMUNICATION
2
Ethics in our context involves matters
of right and wrong, or moral, conduct
pertaining to any aspect of marketing
communications

3. ETHICAL ISSUES IN MARKETING
COMMUNICATION
• Puffery refers to exaggerated claim of a product’s
superiority or the use of subjective or vague statements
that may not be literally true.
– Puffery ( commercial exaggeration ) is legal.
• Deception is when the consumer is led to believe
something which is not true.
– Deception is making false or misleading statements.
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Puffery and Deception

4. SOCIAL & ETHICAL ISSUES IN
MARKETING COMMUNICATION
• Advertising promotes superficiality and materialism in children.
• Children are inexperienced and easy prey.
• Persuasion to children creates child-parent conflicts.
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Advertising to Children
ADVERTISING CONTROVERSIAL PRODUCTS
• Tobacco
• Alcohol
• Gambling
• Drugs

5. SOCIAL & ETHICAL ISSUES IN
MARKETING COMMUNICATION
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Four Aspects:
• 1) Label information
• 2) Packaging graphics
• 3) Packaging safety
• 4) Environmental implications