Assessing the ethical issues concerned with marketing to children

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BUS 3100

Business Ethics

Module Leader: Alan Gully

Seminar Tutor: Alan Gully

Seminar Group: Wednesday 3.30-4.30

Name: Mohammed Hadder Rashid

Student Number: 2204726

Word Count: 2304

Ethics are a set of valves and beliefs, which influence how individuals, groups and society behave. Ethics concerns an individual’s moral judgement about right and wrong. Marketing ethics has responded to changing attitudes within the society, environmental awareness and distinctive factors. Over the years people have seen advertising as moral and immoral. This is due to the fact that some people believe that advertising has led to deceiving and misleading consumers about goods and services, encouraging people to spend more excessively and exploits children. Others believe that advertising is a form of free speech and that it should not be banned or censored in an open society.

Here I will be assessing the ethical issues concerned with marketing to children by analysing the advantages and disadvantages of advertising towards children. Throughout this essay I will look at views from others authors use quotes and provide an analysis of a case study to show my findings.

Ethical corporate behaviour is becoming an opportunity for organisations to make profit which their target markets are young children. Advertising is aimed at children these days knowing that children have far greater spending power than ever before. Not only will it help marketers to increase profits but will also be looking to create lifetime consumers. The main issue today is about kids and obesity. Health issues and ethical food and drinks marketing to children under 16 years old examines the profit opportunities and threats that companies which manufacture and market food and drink product to children. Likewise McDonalds has been trouble with the British Government for targeting young children by using cartoon characters like the Lion King to endorse there food. ITV estimates that food advertising to children accounts for somewhere between 20% and 30% of revenue in children's programming. A consequentialist view is that if advertising leads to higher living standards of living then it is morally acceptable. If advertising lowers its standards it is condemned. This has led to the growing concern of children wanting to eat junk food that is not healthy. Soft drinks such as Coke Cola and Pepsi use celebrity endorsement such as David Beckham to promote their products knowing those children will buy the drinks as they have see their hero or idol on it. In a recent report by the world health organisation, concluded that heavy marketing of these types of food and drinks to young children could increase their risk of becoming overweight.

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Other issues that have been raised are the ban of smoking and violent computer games. It has brought up the concern that tobacco advertisement, sponsorship and promotion has increased the number of children smoking. Smoking can also have very harmful effects on children and lead to death. Tobacco companies have always maintained that they do not target the youth. Other people believe that smoking should not be banned, as it is a pastime and that the marketing of tobacco products is for smokers over 16. The independent survey shows that approximately 60 percent of smokers start by the age ...

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