Chapter 3: Ethical, Regulatory, and Environmental Issues in Marketing Communications

I. Overview
II. Ethical Issues in Marketing Communications
     1. The Ethics of Targeting
          a. Targeting to Children and Teens
          b. Targeting Economically Disadvantaged Consumers
          c. Is Targeting Unethical or Just Good Marketing?
     2. Ethical Issues in Advertising
          a. Advertising Is Untruthful and Deceptive
          b. Advertising Is Manipulative
          c. Advertising Is Offensive and in Bad Taste
          d. Advertising Creates and Perpetuates Stereotypes
          e. People Buy Things They Do Not Really Need
          f. Advertising Plays on People’s Fears and Insecurities
     3. Ethical Issues in Public Relations
     4. Ethical Issues in Packaging and Branding
     5. Ethical Issues in Sales Promotions
     6. Ethical Issues in Online Marketing
     7. Fostering Ethical Marketing Communications
III. Regulation of Marketing Communications
     1. When Is Regulation Justified?
          a. Benefits
          b. Costs
     2. Regulation of Marketing Communications by Federal Agencies
          a. Deceptive Advertising
               i. Misleading
               ii. Reasonable consumer
               iii. Material
          b. Unfair Practices
          c. Information Regulation
          d. Product Labeling
          e. Prescription Drug Advertising
     3. State Agencies’ Regulation of Marketing Communications
     4. Advertising Self-Regulation
          a. Media Self-Regulation
          b. The National Advertising Review Council
IV. Environment, or “Green” Marketing Communications
     1. Green Marketing Initiatives
          a. Green Advertising
          b. Packaging Responses
          c. Seal-of-Appeal Programs
          d. Cause-Oriented Programs
          e. Point-of-Purchase Programs
     2. Guidelines for Green Marketing