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Word Count: 658
The question of whether or not marketing is completely unethical is the question most critics of marketing seem to be focusing their attention on Ethics provide the basis for deciding whether a particular action is morally good or morally bad Britt 553 But each individual develops different opinions moral standards and values So marketers will deal with similar issues differently because there is no correct way to handle any given issue Marketers face various types of ethical issues in their everyday marketing activities Such marketing activities that require marketing managers to utilize their moral values ethically are advertising packaging and labeling and global marketingAdvertising is the most criticized of all micro-marketing activities McCarthy 643 What is considered as unfair or deceptive advertising is very difficult to pinpoint because times have changed and continue to change on a day to day basis What one person may consider unfair or deceptive may not be unfair or deceptive to another person There are no clear cut guidelines for marketing managers to go by so they must utilize their own judgement based on their own moral standards But in the United States their is an administrative agency that has the power to control unfair or deceptive business practices The Federal Trade Commission FTC was created in 1914 to prevent unfair methods of competition in commerce commercial trade and unfair or deceptive acts or practices in commerce Miller 590 The FTC issues guidelines that define unfair practices and in some instances the FTC will investigate widespread complaints to seek settlement of the complaint The FTC has also set forth specific rules to govern certain advertising practices such as bait-and-switch advertising Bait-and-switch advertising occurs when a seller advertises a product at a very low price to lure in consumers but when customers come in to purchase the product the seller either doesnt have the product available or the product is of very low quality and the seller then encourages the customer
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