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Ethics in Alcohol Advertising

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Ethics in Alcohol Advertising
Marketing and Ethics

Introduction

Marketing is a commercial right in many countries; it gives information to consumers about brands and choices, and also helps businesses with the selling of their products. In a market economy; some businesses are expected to act in a way, in which they have their own best interest. The field of marketing is there to create sustained competitive advantage. This advantage can only be achieved, when an organization does a better job than its competitors by satisfying the needs of both consumers and the organization. But the key issue here is that commercial freedoms need to be balanced against consumer’s safety and well-being.

The field of marketing is undeniably that’s which raises the most controversies when it comes to the question of ethics. For instance, our economic system has become more effective at catering consumer needs and wants, therefore, there is an increase focus on organisations adhering to ethical values rather than merely providing products. There are two reasons behind this focus. First, when marketing practices fails to meet the standards, which are considered acceptable by the society, the market process becomes less effective and occasionally it is even interrupted. When an organisation behaves ethically, customers grow more of a positive attitude about its products, services and the firm itself. Therefore, ethical marketing practice is important to build trust between customers and the firm, otherwise it may lead to a lack of trust, bad publicity, dissatisfied customers, or legal action. For this reason, many organisations are very touchy to the needs and views of their customers and find ways to protect their long-term interests (Ghani et al., 2011).

Furthermore, ethical abuses often put on pressure for institutions to take responsibilities for their actions. Since abuses occur, many people believe that such type of business practices are in abundance. For this reason, professional associations, consumer



References: Anderson, P., De Bruijn, A., Angus, K., Gordon, R. and Hastings, G., 2009. Impact of alcohol advertising and media exposure on adolescent alcohol use: a systematic review of longitudinal studies. Alcohol & Alcoholism, 44(3), pp.229–43. Beauchamp, T. L. and Bowie, N.E., 1983. Ethical Theory and Business. 2nd ed. Englewood Cliffs: N.J. Caswell, S. and Maxwell, A., 2005. Regulation of Alcohol Marketing: A global View. Journal of Public Health Policy, 26(3), pp.343-358. Chen, M-J., Grube, J.W, Bersamin, M., Waiters, E. and Keefe, D.B., 2005. Alcohol Advertising: What Makes It Attractive to Youth? Journal of Health Communication, 10, pp. 553-565. Cromelin, R.W., and Pline, J.L., 2007 Ghani, K., Som, A.P.M., Akbar, S. and Rehman, I.U., 2011. Marketers’ Perception about Marketing Ethics: Evidence from Malaysia. Economics and Behavioral Studies, 2(6), pp.255-262. Gordon, R., MacKintosh, A.M., Moodie, C., 2010. The Impact of Alcohol Marketing on Youth Drinking Behaviour: A Two-stage Cohort Study. Alcohol & Alcoholism, 45(5), pp.470–80. Gordon, R., 2011. Alcohol Marketing and Youth Drinking: a Rejoinder to the Alcohol Industry. Alcohol and Alcoholism, 46(4), pp.369-370. Hayman, M., 2009. Responsible Ads: A workable Ideal. Journal of Business Ethics, 87, pp.199-210. Johansen, I. 2009. Loi Evin – an advertising ban in the Homeland of Red Wine. European Center for Monitoring Alcohol Marketing. [online] Avaliable at: http://www.eucam.info/content/bestanden/loi-evin_-article-ina.pdf [Accessed 19 November 2011]. Laczniak, G.R. and Murphy, P.E., 2006. Normative perspectives for ethical and socially responsible marketing Lee, M-D.P., 2007. A review of the theories of corporate social responsibility: Its evolutionary path and the road ahead. International Journal of Management Reviews, 10 (1), pp.53-73. Smith, L.A., Foxcroft, D.R., 2009. The effect of alcohol advertising, marketing and portrayal on drinking behaviour in young people: systematic review of prospective cohort studies. BMC Public Health, 9(51). Szmigin, I., Bengry-Howell, A., Griffin, C., Hackley, C. and Mistral, W., 2011. Social marketing, individual responsibility and the “culture of intoxication”. European Journal of Marketing, 45(5), pp. 759-779. Tadajewski, M., 2010. Towards a history of critical marketing studies Journal of Marketing Management, 26(10), pp.773-824. The Scottish Government, 2011 Van de Ven, B., 2008. An Ethical Framework for the Marketing of Corporate Social Responsibility. Journal of Business Ethics, 82, pp.339–352.

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