Marketing Ethics: Examples of Ethical and Unethical Practices

This essay delves into the realm of marketing ethics, defining its principles and the boundaries of acceptable behavior in the market. It examines various examples of unethical advertising, such as misleading brand comparisons and exaggerated product claims, illustrating the potential harm to consumers. The essay contrasts these practices with the ethical approach of Microsoft, highlighting the company's commitment to corporate social responsibility, transparency, and sustainable environmental practices. Microsoft's initiatives include supporting communities, promoting employee volunteerism, and implementing comprehensive waste management programs. The essay underscores the importance of ethical marketing in protecting consumers and fostering trust, while also showcasing how companies like Microsoft can integrate ethical considerations into their business operations.

Running Head: MARKETING ETHICS 1
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MARKETING ETHICS 2
Ethics is a set of principles that draw the line between acceptable and unacceptable
conduct. It is a branch of philosophy that outlines our obligation and moral duty to the society.
How we ought to act. Marketing ethics describes the boundaries of acceptable behavior in the
market. This includes the adverts of a product and real value a consumer would get from the
same. The value should be attached to quality and quantity of products. Overbilling and fraud are
ethical risks (Tsutsui, 2015). Ethical marketing is important as it helps us manage ethical
misconduct from employees and managers with the overall aim of protecting the consumer.
Unethical marketing is on the rise as companies are competing with the ever-changing
trends of consumer tastes and their competitors’ pressure. With the aim of keeping afloat in the
market, some companies are tempted to employ unacceptable means so as to keep and attract
new clients (Schrader, 2016.
The following adverts are clear examples of unethical marketing.
Comparison of brands is ever increasing among
competitors. These comparisons create confusions and
problems to end users, who are left to wonder about the
right choice of products (Tolhurst, 2015) Comparison of
Colgate and Pepsodent toothpaste.

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The rapid changes in the society demand that companies be consistent with morally
acceptable conduct lest you lose clients. There are certain business entities that operate within
the boundaries of socially responsible marketing, taking into account both environmental and
social obligation.
The outstanding company is the software giant called Microsoft. This company has its
headquarters in Redmond, Washington, USA. It is among the top-rated organizations that adhere
to the principles of socially responsible marketing.
What really makes Microsoft to be highly ranked? Studies show that the operations of
Microsoft are transparent with the governments, non-profit making organizations, and other
investors (Tolhurst, 2015). The company does not encourage the use of underhand methods to
The BMW advert on its headlight technology
was greatly exaggerated. This misled the consumers
since the advert claimed that the drivers from
oncoming vehicles would not be dazzled. The
technology capability would not achieve this.
This advertisement of L’Oreal’s anti-wrinkle
cream that featured Rachel Weisz is unethical. It
was immensely exaggerated. This is misleading
since the cream does not have the ability to clear
wrinkles in minutes (Plunkett, 2012).

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acquire tenders or licenses. The company boasts of paying due to governments according to laid
down procedures of various territories.
Despite their economic muscle and the profits Microsoft makes, its success is not limited
to this. The tech giant has taken initiatives to support the society. It has a well-laid employee
giving campaign that has been running since 1983. The records of this kitty indicate that more
than US$ 1 billion had been donated to various communities worldwide. The company has
supported schools to put up technological equipment. The spirit of charity has been extended by
setting aside a total of 650,000 employee volunteer hours, for the society.
The employees of Microsoft have been motivated to run the societal obligation at will.
They are self-driven to work for the community. They use their skills and expertise to sustain
and address pressing societal problems through an initiative called Hack for Good. They have
been engaged in unveiling a tool that disrupts sex trafficking and an application that transforms
the foster care system.
This tech giant is committed to upholding sustainable environmental practices. It is
pursuing innovative approaches that shall guarantee a low carbon future (Michael, 2015). They
have adopted a carbon neutral position so as to accelerate the paradigm shift to clean energy. It
has therefore funded ventures that develop wind, hydro and solar energy. It is important to note
that the company has adopted the use of renewable energy according to Kefi (2015) to run its
activities. It is noted that in 2016, 44% of its power was derived from renewable energy. This is
projected to increase even further in the coming years. Microsoft is committed to making
publications about greenhouse gas emissions available to the public.

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Microsoft has vowed to responsibly use water resources and avoid its wastage. The
company has explored harvesting of rainwater in their office buildings. Rainwater is further
captured and used in irrigation as evidenced in India.
Everyone is concerned about the ever-increasing levels of e-waste. Microsoft has
implemented a waste implementation program. Office supply is required to be reused. Recycling
is a fundamental principle of the waste minimization program (Chandra, 2015). Microsoft has a
zero policy for electronic waste landfill. Since e-waste is inevitable, it has developed a
systematic program that recycles and reuses e-waste. Refurbished computers are sold in the
market as an effort of recycling. Finally, the company encourages the use of compostable
tableware in its offices to help curb generation of non-biodegradable waste.
Waste management systems Refurbished PCs

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References
Chandra, R. (2015). Environmental Waste Management. CRC Press.
Kefi, H. (2015). Information Technology Ethics:Concepts and Practices in the Digital World.
New York: Cambridge Scholars Publishing.
M. K. (2015). Empirical Evidence that humans are causing global warming. Skeptical Science.
Plunkett, J. (2012). L'Oreal advert featuring Rachel Weisz Banned for being' Misleading'. The
Gaurdian.
Schrader, M. (2016). 'Misleading' BMW advert banned over exaggerated headlight technology.
BT.
Tolhurst, N. (2015). The A-Z of Social Corporate Responsibility. Wiley.
Tsutsui, K. (2015). Corporate Social Responsibility in a Globalizing World. United Kingdom:
Cambridge University Press.