Honesty and Fairness in Commercial Marketing Practice.
Marketing and advertising professionals often use deceitful and/or shady practices to move their products. These practices have become so commonplace in our society that they are not only accepted, but are also expected by consumers. Savvy persons can recognize the true message from most any ad, which is for them to buy whatever it is that is being sold. Marketing ploys are ubiquitous in the in mass media. MSNBC and NBC have run news segments that seem to be an official story on Microsoft only later to reveal, in the most subtle way that the program is a product endorsement. An ethical issue is raised by these kinds of practices. That is, is it unethical to exploit the uninformed? Or are they on their own since it is our duty to inform ourselves?.
Adults and responsible children in control of their own money have every right to make the decision to try something new. Advertising is so pervasive in the mass media, that it is hard not to see something new and enticing everyday. By taking our money to new places, we can explore different, and sometimes better, options. That's what the free market is all about. Of course, there are special cases wherein it can be assumed that certain parties are entitled to not be deceived, such as children and the mentally disabled. Companies are expected to act morally and responsibly when targeting these groups, but there is a need to serve this segment of the population as seen from the mass media. Advertisers are not entitled to exploit anyone, yet they are not taking an unjust advantage in benefiting from their business. In a sense, business is a game, and every game has its rules. Business is no different. There are rules everywhere you look, but the most important are usually the ones that go unsaid. This is the case for fair practices in marketing and advertising. There are many rules and regulations on the fair treatment of both the disabled and minors.