Ethics are a set of beliefs which influence how individuals, groups and society behave. Ethics need to be taken into account when marketing a business. Businesses have a social responsibility. The impact of their product and activities on society must be ethical. Ethical responsibilities refer to the moral basis for business activity and whether what the business does is ‘right'.

Advertising and promotion are important marketing tools that, when implemented, must be ethical. For example, advertisements should not be offensive or discriminatory. They must also describe the product truthfully so the consumer is not misled as to what they purchase. Sometimes it is hard to decide whether or not a particular method in marketing is ethical or not. Is the marketing campaign for the ‘Yorkie' chocolate bar, which states "It's not for girls" ethical? Is it ethical for a life insurance company to show a family distraught by the death of a loved one on a television advert, in order to......

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Title: Marketing Ethics
Approximate Word Count: 576
Approximate Pages: 3 (250 words per double-spaced page)

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