Article Review – Marketing Techniques and Ethics

Article Review – Marketing Techniques and Ethics

Description of the Marketing Techniques in the Article

Marketing e-cigarettes to vulnerable populations is on the rise, and it raises pertinent social justice and ethical issues. The practice is concerning, given the health complications that result from tobacco use. Some of the vulnerable demographics considered unfairly targeted by e-cigarette marketing include young people, low-income individuals, and habitual tobacco users.

Tobacco manufacturers use a wide range of marketing strategies to target vulnerable populations with the e-cigarette product. One such strategy is the branding and packaging of the product glamorously. By making a unique design, tobacco companies seek to convince their target audience that the product is sophisticated compared to traditional cigarettes (Bennett et al., 2019). In addition, tobacco marketers support vulnerable demographics with an ulterior motive. Examples of the communities that have fallen to the marketers’ deceptive strategies include women and the LGBTQ community. The marketers organize stealth marketing actions that may influence non-smokers to smoke while providing funding for these communities. Further, these companies market the product in the guise of advancing social justice matters (Bennett et al., 2019). The companies leveraged the American civil rights movement and other social courses to market e-cigarettes. By donating money to social movements, the companies influence those who support a similar course to think that tobacco use is welcome.

Ethical Issues

One of the ethical issues associated with marketing e-cigarettes to vulnerable communities is that it causes health disparities. There are limited regulations for e-cigarettes, unlike the traditional cigarette market characterized by intense regulations. The only limitation imposed on e-cigarette marketing is the ban on marketing the product for therapeutic purposes. E-cigarette manufacturers are exploiting the legal loophole to market the product as a safe option compared to traditional cigarettes (Peterson, 2013). The practice influences vulnerable communities, such as former users, to throw caution out of the window, thinking the product is safer. These users end up experiencing heightened health complications.

Another ethical concern regarding the marketing of a ‘safer’ cigarette is due to deceptive advertising. The e-cigarette is perceived to be relatively safer than tobacco cigarettes due to the lack of combustion element, which is inherent in tobacco cigarettes based on media portrayal (Franck, et al., 2016). However, this is not entirely true since no existing scientific research confirms the belief. Despite the lack of scientific backing, cigarette manufacturing companies aggressively market the product in media outlets freely as a safer option. Images associated with youth culture and messages targeting tobacco users ‘regaining freedom’ have permeated the US mainstream media (Peterson, 2013). The concerns regarding deceptive advertising have grown so much that in 2014, the World Health Organization (WHO) called on government bodies to ensure advertising does not target young people, non-smokers, and non-nicotine users.

Moreover, e-cigarette marketing unfairly influences people with limited health literacy to pick up the habit. Whereas some individuals can assess marketing messaging to determine its authenticity, some populations lack the knowledge and resources to conduct further assessments (Bennett et al., 2019). For instance, populations lacking internet access may not be in a position to conduct further research apart from what the mainstream media advertises. Lack of health literacy puts them at a disadvantage because they cannot verify the credibility of mainstream media ads.

Example of an e-Cigarette Marketing Campaign

E-cigarette manufacturers have also ventured into the controversial area of sports sponsorship. Although smoking and sports do not go together, some marketers have conducted successful marketing campaigns by sponsoring sports clubs. For instance, Totally Wicked, a UK-based e-liquid and vape company partnered with the local rugby club St. Hellens RFC and Blackburn Rovers Sports Club (Totally Wicked, 2022). The partnership raised significant concerns initially since smoking has no space in sports, but the campaign was largely successful. The primary goal of sponsoring sports clubs is to market to the significant traffic that attends matches and audiences that watch on television.

I think allowing e-cigarette manufacturers to sponsor sports events is not a morally permissible competitive strategy. Advertising on sports platforms allows these companies to market to vulnerable populations that they are not supposed to advertise to in the first place. Some of the populations targeted in this marketing strategy include non-users, young people, and regular users. Without further regulation, the strategy will embolden manufacturers to increase smoking initiation.

Reflection

As a leader of an organization, I would not allow e-cigarette marketing to vulnerable populations. One of the vital qualities of a leader is to have foresight about the future of the business. Although marketing the product to vulnerable populations has a financial benefit in the short run, it may ruin the organization’s long-term reputation, customer loyalty, and public perception. Besides, avoiding such unethical marketing strategies may align with the organization’s values. If the organization values people’s well-being and public health, then avoiding marketing to vulnerable populations is the way to go. Also, as a leader, it is unethical to promote a product that may potentially cause harm to get profits. There is overwhelming evidence that tobacco causes life-threatening health complications. Even if there is no complete ban on the product, it is unethical to market targeting vulnerable populations, including young people and non-smokers.

References

Fallin‐Bennett, A., Aleshire, M., Scott, T., & Lee, Y. O. (2019). Marketing of e‐cigarettes to vulnerable populations: An emerging social justice issue. Perspectives in Psychiatric Care, 55(4).

Franck, C., Filion, K. B., Kimmelman, J., Grad, R., & Eisenberg, M. J. (2016). Ethical considerations of e-cigarette use for tobacco harm reduction. Respiratory research, 17(1), 1-9.

Peterson, J. (2013). Electronic Cigarettes: The Ethical Implications of Marketing a Safer Cigarette. Available at SSRN 2500600.

Totally Wicked. (2022, February 8). Sport Sponsorship. Vaped. https://www.totallywicked-eliquid.co.uk/vaped/sports-sponsorships-a-balancing-act-between-brand-need-and-commercial-reality/

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Students will complete a 3-page analysis of an article and a response to a series of questions concerning the ethics of a controversial marketing strategy.

Article Review – Marketing Techniques and Ethics

For this assignment, you will read an article and answer a series of questions concerning the ethics and moral responsibilities involved with a controversial marketing strategy. Begin by researching the CSU Online Library to find an article about marketing to vulnerable populations, stealth or undercover marketing, ambush marketing, or E-lining. The article you choose must be at least three pages in length and published in the last 5 years.

Then, provide a written response to each of the items listed below.

1. In your own words, how would you describe the marketing techniques used in the article you chose?
2. Explain the ethical issues involved in the marketing technique from the perspective of marketers, company owners, consumers, and competitors.
3. Describe an actual instance of the marketing technique not included in the article. What was the organization hoping to achieve through its marketing tactics? Would you consider the organization’s marketing an immoral practice or a morally permissible competitive strategy? Explain your position.
4. As a leader of an organization, would you allow this type of marketing? Explain your reasoning.