Question

Topic: Other

Ethics And Morals

Posted by Anonymous on 6/24/2004 at 2:11 PM ET 666 Points
As a marketer, what are the moral and ethical boundaries you will not cross?

Are there certain categories of products you will not market - and why?
Are there certain tactics you will not use - and why?
Are there certain target markets you will not prospect - and why?
Are there other ethical issues you consider to be important in marketing generally?
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RESPONSES

  • Posted by Peter (henna gaijin) on 6/24/2004 at 2:18 PM Member
    The answer is yes to every one.

    I only market products I believe provide benefit to the consumers, and won't do products that I am morally against.

    An example is that I would not work for a pharamceutical company in the US, because I don't believe in the way they market. They promote products in such a way that the end users end up often using products which are not the most cost effective or the one that provides the best medical relief to the consumer.



  • Posted by Pepper Blue on 6/24/2004 at 2:35 PM Accepted
    Hi Michele,

    Q: Are there certain categories of products you will not market - and why?

    A: Pornography - There is too much of it already being marketed, and I think it is unjustifiable to send it in a manner in which children can be exposed merely by opening an unsolicited email.

    Q: Are there certain tactics you will not use - and why?

    A: Lying - not being truthful. Because, quite simply, it is not the way I was raised.

    Q: Are there certain target markets you will not prospect - and why?

    A: Again pornography. They don't need my help, they are doing a fine job already.

    Q: Are there other ethical issues you consider to be important in marketing generally?

    The AMA Code of Ethics is an excellent document that mirrors my own beliefs, including a section on marketing on the Internet, which is my area of specialization.

    For example, with regards to honesty and fairness:

    Marketers shall uphold and advance the integrity, honor and dignity of the marketing profession by:

  • Being honest in serving consumers, clients, employees, suppliers, distributors, and the public;

  • Not knowingly participating in conflict of interest without prior notice to all parties involved; and

  • Establishing equitable fee schedules including the payment or receipt of usual, customary and/or legal compensation for marketing exchanges.

    To save time and space the full text is here:

    https://www.tri-media.com/ama.html

    I hope that helps!
  • Posted by SRyan ;] on 6/24/2004 at 4:12 PM Member
    My only comment is on marketing tactics:

    Frankly, I think SPAM is immoral. I'm astonished at the amount I receive, and I refuse to read any of it, much less click on a link to buy from the originator. As a business, we'd never stoop so low as to use that tactic to try to reach customers.

    I feel the same way about pop-up ads, too. Maybe "immoral" is a strong word, but they're definitely intrusive enough for me to boycott.
  • Posted by Blaine Wilkerson on 6/24/2004 at 7:08 PM Accepted
    I think my boundaries fall in with everyone else. As long as something is legal (not going to get me thrown in prison - regardless of MY perception of "law") and truthful (I have "fired" clients for trying to force taglines, tactics, and ads that were not at least based in truth - see Jim's brownie comment).

    I stay away from pornagraphy, alcohol, and cigarettes because, as Tim stated, they are doing fine and I don't wish to be associated. Now I would not object to helping a new beer or a fine wine to market, but not if they are trying to target youth or "get rich quick".

    Legal and ethical perceptions have to be considered and followed according to local customs and beliefs. I have to adjust my tactics and demeanor with every country in which I operate.

    My ethics professor started out the first day of class asking us if it is OK...if we "should"...if we "ought to" imprison the 85 year-old Nazi prison camp guard who was recently discovered after years of hiding (this was several years ago). 90% of the class said "HEELL YES!! He was a muderer, scum of the Earth, EVIL, etc.".

    Prof. Miller asked, "Why"? Silence fell before the room.

    After about 30 seconds, I announced, "Because that's what he was told to do". Prof. Miller walked over to my desk, hands behind his back, and leaned in to me and said "BINGO!".

    The soldier was raised in the atmosphere an evironment that what he was doing was "right", "legal", and more importantly "for the well being of his country". Who are we to prosecute him, 60 years later, for following the orders and local ETHICS of his home country?

    The debate contunied all semester and was never resolved, but we all got his point.

    Ironically, this can be compared to what the US is doing in Iraq. Did we find any WOMD? Not yet. Was Saddam a threat to the US AND other countries? Uhh,,,YEAH!! So we did what we thought we "uoght to" do and step in.

    Are Iraqi extremists punishing Americans for this? YEES!! IS it helping them? NOOOO!!!!. Do they think it's right? YEEESS! So what do we do?

    UNtil we can get everyone on the planet to agree to a certain set of values beyond the standard (most cultures recognize murder, lying, stealing, adultery, etc to be "bad"), we are gonna argue for another millennia.

    Michele, you make a wonderful point, and like my first few sentances state, as far as law is concerned, "what ever keeps me out of jail" is the internal principle I follow. Why? Because my goal in life is not to change laws or the perception of them. I do want I want, when I can, for whomever needs it, as long as the current laws don't forbid me to so such...regardless of what I wish they would be.

    I'll probably post alot more later...
  • Posted by telemoxie on 6/24/2004 at 7:24 PM Member
    Thanks for the question.

    I'm a telemarketing guy, and there are many telemarketing tactics I won't use. No lies, no high pressure, no big PDF files, no misleading messages... many telemarketing training books are a laundry list of techniques I will not use.

    I will not promote certain products, such as financial services to CEOs, because the prospect does not have a need for this - and they are already getting too many of these calls. Generally, I'm promoting innovative or unique products.

    My personal goal is to treat others the way I would like to be treated, to provide helpful information, and for each prospect to thank me for calling.


  • Posted by Deremiah *CPE on 6/25/2004 at 12:24 AM Accepted
    As a marketer I will not knowingly treat others in a way that would morally and ethically bring harm or danger into ones life. Treating others as I would like to be treated is where I would start here. Being honest and above board is always the best route to choose. In all things we must have truth in our foundational premise as much as we can knowingly understand.

    Yes, there will always be certain products I will personally refuse to market because the goal of their creation is to take advantage of people. There is not enough time and it would be a waste of my energy to list them all. If we all think long and hard enough we all can agree that the goal or purpose of some products are for the primary purpose of taking advantage of people.

    Are there certain tactics you will not use - and why?Yes there are tactics that I must avoid in order to be at peace with myself. Tactics I must reject in order to be able to find the strength to raise my head up and look my client in the eye after we shake hands.

    Yes, there are groups I will not target market. I will not target market the disadvantaged, the mentally ill. I will not target market those who are addicted to alcohol with the promotion of liquor campaigns or cigarette smokers with cigarettes.

    Yes, I believe at the heart of marketing and a lot of other things there ought to be a committment to truth as much as people are aware of what truth is.
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