(1) Generally speaking, selling a product that is not or only slightly effective, while pretending that it is efficient, is unethical. Particularly, in case a vendor is cheating on the customer and capitalizes on people’s misery. However, the question of good or bad ethics in this context depends very much on the setting and the cultural circumstances of producer and consumer as well as on the product itself.
The present case dealing with HLL as well as CKL, the established vendors of skin lighting cream on the Indian market for many years, illustrates a situation in which the producer encounters the consumers´ strongly culturally positioned desire of fair skin, by offering a skin lightning product, which is from a dermatologist’s point of view considered to be ineffective (“reaches only the upper layer of the skin”, “does not affect melanin production”) or at least short-lived (“whitens facial hair and not the skin”). Nevertheless, Indian women keep on using these......

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Title: Cultural Norms, Fair & Lovely, And Advertising
Approximate Word Count: 1265
Approximate Pages: 6 (250 words per double-spaced page)

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