The Importance Of Deception In Marketing

841 Words 4 Pages
In marketing and advertisements, there are many ethical issues that may come into play. Deception is one of the biggest ethical issues for those who work in marketing. This means lying about the capabilities of a product or service and not delivering what the customer paid for. In order to follow the ethical code followed by marketers, deception should be permanently discontinued. Many may have experience the disappointment of buying a product and either it breaking or not even working like it was advertised. If following the code of ethics provided by the American Marketing Association, this should never happen. Honesty is the first ethical value listed, and it lists that all marketers should strive to be truthful at all times, honor all commitments and promises, and stand behind their products even if they fail to deliver their claimed benefits (AMA Publishing n.d.). As a marketing student myself, I plan to follow this code of conduct. If a product does not work like it supposed to, or has negative side effects, it simply should not be sold without detailing all of the potential issues. A moral response to deception in advertisements and marketing is to simply follow the code of …show more content…
This relates to deception in marketing because it focuses only on the well-being of the marketer. As long as an action serves one’s self-interests and needs, then according to ethical relativism, it is moral (Wilkens, 2011). This means deception would be considered okay, as long as it benefitted the marketer in the long run. If the decision to lie comes back to hurt the marketer though, it would not be beneficial for their self-interest and therefore not a moral choice. Considering ethical relativism is important, especially with a career in business. Sometimes a marketer would have to make a decision to solely benefit himself in order to further their

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