Ethical Guidelines For The Marketing Industry

1562 Words7 Pages
When it comes down to ethical guidelines it is pertinent that every industry have them. However, when consumers think of the marketing industry, they tend to think those are the most unethical people participating in those jobs. Marketing too has some ethical guidelines, but to what extent are they being followed to have consumers thinking otherwise? Marketing is supposed to make honest claims and satisfy the needs and wants of the customers. It is supposed to develop brand loyalty, to in turn increase customer retention, bring in new clientele, and boost company creditability to differentiate it, from its competitors. Unfortunately, that is not the case in parts of the industry where consumers automatically think “unethical” when they hear the word “marketing”. There are many forms of unethical marketing such as; surrogate advertising, exaggeration, puffery, unverified claims, stereotyping women, false brand comparisons, and Children in advertisements. All are which, are pretty common throughout the industry and many are seen being used at the same time during marketing campaigns. Focusing in on children in advertising there are many cases where advertising is targeted to exploit the innocence in children. Advertising to children may be very attractive to marketers because of the impression advertisements tend to make on them, which affects their future purchasing decisions and those around them. “Children are a lucrative market” According to McGee (1997, p. 52). Children
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