Marketing ethics belongs to the category applied ethics, which deals with moral principles that are behind the specific operation and marketing regulations. Even though marketers identify children as consumers who are greatly powerful in the market, many cases of organizational practices that are unethical towards children have been reported. This makes advertising an unethical deed towards children as explained below.
To begin with, in the case of targeting vulnerable members of the society such as children, main products that are dealt with include; entertainment products, fashion ware products and unhealthy food. In (Lindstrom, 2004),Marketers take advantage of the fact that children do not have the capability of resisting or even understanding the tactics used in the market at a tender age. In this type of advertising, pitfall related to ethics in advertisement and promotional content include violent and sexual issues. Still in advertisement, among the mainstays of content used in advertising sexual innuendo is major. Another ethical issue is violence which is especially used in children advertisements. According to (Joseph, 2010), this encourages hostility among young children, an unethical vice in the community. There is also a major concern about the comprehension of children on advertisements, which further leads to concern on the negative effect of the commercial’s content on children. For instance, the advertisement on high sugar and high fat products that has been extensive has had negative effects on children’s health. This clearly shows that as children have different ability to process information meant for consumers, a lot of serious ethical issues which affect children negatively are raised by such advertisements (Margaret, 2009).
In conclusion, there needs to be a clear difference between social perspectives and the industry on the issue of ethics in advertising to children. If there really has to be ethical marketing to children
Margaret,H., ( 2009). “Ethical Problems of Advertising to Children”. Journal of Mass Media Ethics: Exploring Questions of Media Morality. Print.
Joseph,M., ( 2010). “Researcher Shows Negative Effects of Advertising on Children”. Fordham Legacy. Fordham University. Print.
Lindstrom, M. (2004). Brand Child: Remarkable insights into the minds of today’s global kids and their relationship with brands (Rev. ed.).London: Kogan Page. Print.