This subfield deals with the ethical issues related to advertising and marketing, including issues such as deceptive advertising, persuasion techniques, and targeting vulnerable populations.
Ethical theories: The study of fundamental ethical theories that underpin ethical decision-making in marketing.
Corporate social responsibility (CSR): The concept that businesses have responsibilities to the society and environment beyond their profit-making objectives.
Consumer rights: The legal and ethical obligations of marketers to respect the rights of consumers in their marketing practices.
Deception and manipulation: The ethical issues surrounding misleading or manipulative marketing practices.
Fairness and equity: The concept of treating people fairly and equitably in marketing, including fair pricing and unbiased promotions.
Environmental ethics: The ethical considerations related to marketing practices that impact the environment, including sustainable marketing practices.
International marketing ethics: The ethical issues that arise when marketing products and services internationally, including different cultural and legal frameworks.
Advertising ethics: The ethical considerations related to advertising practices, including the use of controversial imagery or messaging.
Product safety and liability: The ethical obligation of marketers to ensure that their products are safe and do not pose a risk to consumers.
Privacy and data protection: The ethical issues surrounding the collection and use of consumer data, including issues of privacy and consent.
Ethical leadership: The importance of ethical leadership within organizations to ensure that ethical values are upheld in marketing practices.
Stakeholder analysis: The ethical responsibility of marketers to consider the perspectives of all stakeholders affected by their marketing practices.
Ethical decision-making frameworks: The various frameworks and strategies that can be used to make ethical decisions in marketing.
Social media ethics: The ethical considerations related to marketing practices on social media platforms, including issues of privacy and responsibility.
Codes of ethics: The importance of codes of ethics in guiding ethical decision-making in marketing, including industry-specific codes of ethics.
Deontological Ethics: This type of ethics focuses on the intention of an action rather than its consequences. In marketing, it is important to observe the ethical principles of honesty, integrity, and transparency.
Consequential Ethics: This type of ethics evaluates an action based on its outcomes. In marketing, a consequential approach would consider the impact of the campaign on the overall well-being of the society and the environment.
Virtue Ethics: This type of ethics focuses on the moral character of an individual or organization. In marketing, virtue ethics would examine whether the company is acting in a manner consistent with specific virtues, such as honesty, integrity, or empathy.
Utilitarian Ethics: This type of ethics assesses the moral worth of an action based on its ability to provide the greatest benefit for the greatest number of people. In marketing, utilitarian ethics would evaluate the effectiveness of the campaign in achieving its objectives while promoting the common good.
Social Contract Ethics: This type of ethics is based on the idea that people abide by rules and laws in exchange for benefits offered by society. In marketing, this approach would mean that a company should consider the ethical principles and laws in the countries it operates in.
Environmental Ethics: This type of ethics is concerned with promoting sustainability and reducing environmental impact. In marketing, environmental ethics would focus on the elimination of harmful products, the reduction of waste, and the exploration of environmentally friendly options.