Ethical Marketing - The War on False Advertising

by: Ellen Leinfuss, SVP, Marketing, Kaplan EduNeering

Just a week before Halloween, Americans were hit by news stories guaranteed to rattle the most dedicated shopper, consumer or parent.

  • “Kids’ Cereals: 85% More Sugar, 65% Less Fiber Than
    Adults"
    (Nanci Hellmich, USA Today, October 25, 2009).
  • “No Einstein In Your Crib? Get a Refund.”
    (Tamar Lewin, New York Times, October 23, 2009).
  • “Are Retailers Going Too Far in Tracking our Web Habits?"
    (Jayne O’Donnell, USA Today, October 26, 2009).

The message came through loud and clear: they are being misled about the products they buy and the companies they support. The business community has felt growing consumer distrust all too often during this past year of economic hardship. Whether the questions are about pharmaceutical companies, consumer products manufacturers or the financial sector, polls show sinking public confidence in the ethics of business or in the claims they make about their products.

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