Ethical Questions in Advertising and Marketing Careers

Many bright-eyed college students stumble into a business major because they think it's a practical choice that will bear financial fruit. After they graduate, these folks may take entry-level jobs in advertising and marketing without examining their values and how their new careers reflect (or don't reflect) those values. Truth be told, most of the seasoned, jet-set lifers in these fields don't consider inherent ethical questions in advertising and marketing careers either.

This isn't to say that all advertising executives and marketing professionals act unethically - or that they're the only people who need to ask ethical questions about their work. Critical reflection something everyone should do on their jobs. However, sometimes people in advertising and marketing careers are so sharp, creative, and driven that they can convince themselves they're being socially responsible - or worse, that it doesn't even matter as long as they make money.

Because I like to see people question the status quo, I've collected a list of ethical questions in advertising and marketing careers. While it's by no means exhaustive, I hope this will encourage people at any stage in the business to reflect on what they're doing.

Ethical Questions in Advertising and Marketing Careers: #1
Every person whose goal is to inform, promote, generate a buzz, or otherwise draw attention to a product or service must face this question: are you hyping something beyond reality? Put another way, do you actually believe what you're saying about the product? If not, then why are you saying it?

Ethical Questions in Advertising and Marketing Careers: #2
Are you promoting a product that could be harmful? Even if you really believe something has amazing qualities, are you reporting the issues and problems as well? Since ad campaigns and marketing strategies tend to focus on the up sides of a product or service, are you comfortable with the down sides? In the age of corporate protections, you may not be personally responsible for a product that turns out to be harmful - but what if you suspected something wasn't safe and promoted it anyway?

Ethical Questions in Advertising and Marketing Careers: #3
Related to #2, which focuses on the product itself, you also have to ask about the methods you're using. Are those harmful? For example, are you running ads that sell unhealthy, unrealistic body images? Are you glorifying binge drinking? Encouraging people to drive recklessly? Whatever the topic, you should examine whether the messages, either direct or indirect, are socially responsible.

Ethical Questions in Advertising and Marketing Careers: #4
While it's true that stereotypes are based on some degree of truth, are you perpetuatingnegative stereotypes for the purpose of selling something? Contributing, even subtly, to destructive social forces like racism, sexism and homophobia should not be taken lightly. Are you furthering inequality by reinforcing the message that gay men are sex-crazed? Women are overly emotional? Asians make the best scientists? That black people should only marry other black people? (Think about that one - when's the last time you saw an interracial couple in a television ad?)

Ethical Questions in Advertising and Marketing Careers: #5
Many products cater to a particular market, and sometimes that market is a disadvantaged social group. For example, payday loan providers and rent-to-own stores target low-income people with little credit. It is often asserted that these companies charge extremely high interest rates and offer terms that take advantage of unsophisticated consumers. Even though these consumers "choose" to use the service or buy the product, they're also being manipulated into transactions that exploit and debilitate their already bleak financial situations. If you advertise or market something that takes advantage of people, when (if ever) is that justified?

Ethical Questions in Advertising and Marketing Careers: #6
If you are quoting the results of consumer trials, taste tests, or other research that pits your product or service against the competition, how unbiased was the study? Are you confident that you are quoting data that was gathered as objectively as possible?

Ethical Questions in Advertising and Marketing Careers: #7
Some tools that advertising and marketing folks use are known for their alleged censorship. Even if you are promoting something non-contentious, does it (and should it) bother you that you may work with a company that only offers its information services to products and messages it likes? Clear Channel Communications is one example of a powerful corporation that receives a lot of criticism for its conservative leanings? Is that of concern to you?

Ethical Questions in Advertising and Marketing Careers: Final Thoughts
The questions above are just a few of the issues that people engaged in advertising and marketing should think about. It's not merely the domain of high-powered suits sitting around a board room table. And do we really trust CEOs and VPs to drive our values? Even the little copywriter and entry-level marketing rep should be considering whether they are comfortable with the substance of their work and the methods they employ. Unfortunately, many Americans find themselves alienated by (and from) the work they do, and they operate in an makeshift ethical vacuum. While it is our collective social responsibility to keep a critical eye on the business world, people who choose to work in marketing and advertising cannot avoid pressing ethical questions. So use those critical thinking skills.