Ethical marketing is less of a marketing strategy and more of a philosophy that informs all marketing efforts. It seeks to promote honesty, fairness, and responsibility in all advertising..

WHAT IS ETHICAL MARKETING?WHAT IS ETHICAL MARKETING?

ETHICAL MARKETINGETHICAL MARKETING

• The foundation of any research is trust. Professionals, organizations, and the public must be able to trust that research is being reported honestly, accurately, and free from bias.   Questionable research misconduct can include poor data management, the failure to share data, questionable data selection methods, inadequate supervision of those conducting the research, and fiscal mismanagement ("Research Misconduct", 2012).

• Marketing ethics has influenced companies and their response is to market their products in a more socially responsible way.

• If you think you might be doing something unethical, it probably is unethical.

UNETHICAL ISSUES OF MARKETING RESEARCHUNETHICAL ISSUES OF MARKETING RESEARCH

• Marketing research faces plenty of problems but one problem that stands out the most is the unethical issue in marketing research. Misuse of the information collected may lead to harming or annoying the participants or it may even lead to lawsuits.

• Data collected from research can be a very powerful tool. Misuse or misleading facts, evidence or data is very harmful for the consumer beliefs.

• Some companies misuse the data collected to create biased information to lead the consumers to buy their products. Companies that have access to consumer information must accept the responsibility of policing the conduct and misuse of the information. 

UNETHICAL MARKETING RESEARCHUNETHICAL MARKETING RESEARCH

• GlaxoSmithKline is a top 3 global vaccine manufacturer. This settlement does not involve vaccines, but this is the same Glaxo that was fined $88,000 ‘for the killing of 14 babies during illegal lab vaccine trials conducted between 2007 and 2008.

• following a report issued by the National Administration of Medicine, Food and Technology (ANMAT in Spanish) for irregularities during lab vaccine trials conducted between 2007 and 2008 that allegedly killed 14 babies.

GlaxoSmithKline

UNETHICAL MARKETING RESEARCHUNETHICAL MARKETING RESEARCH

• Pfizer is the Pharmaceutical company that was conducted an unethical clinical trial of an antibiotic on their children in 1996. It is the first suit of its kind, where damages have been sought in the US for actions taken abroad.

• The suit alleges that during a meningitis epidemic in 1996, Pfizer treated 100 Nigerian children with the antibiotic Trovan as part of its effort to determine the effectiveness of its drug. Eleven children in the trial died, and others suffered brain damage, were partly paralyzed or became deaf.

Pfizer

CONCLUSION

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