Ethical Issues when Marketing with Children Essay

Ethical Issues when Marketing with Children - Essay ExampleIt was also revealed that pincerren greatly affect the commodities their parents buy. Estimates done in this cranial orbit show that projects tailored for children in the year 2006 totalled fifty two billion dollars. (McGee and Heubusch, 1997)Regardless of all this potential returns that children set up give manufacturers and their marketers, there are key fruit ethical issues that arise in the discussion. For example, do children have the capability of understanding some of the intricate marketing tactics Do children posses the final buying forcefulness Do marketers need to get permission from their parents And do children understand the negative effects of some of the products advertised to them These key questions will be analysed in proportion to business pressures then recommendations will be made.Some companies have become notorious for the utilisation of psychologists in their advertising and marketing campaigns. Normally what such companies do is that when trying to create marketing system, they will involve psychologist to tell them about tactics that they can use to influence children. Since psychologists understand the way childs mind works, they can help marketers create campaigns that will be directly aimed at them and those ones that can easily influence their choices. This trend has becoming so alarming that the American mental Association has raised an alarm about it. They have set up a committee to estimate the effect that the involvement of psychologists in the marketing impact of childrens products has on them. The group has asserted that no psychological principles should be used when marketing to children. They are also recommending that there should be some sort of strategy to protect the young ones from exploitation though the use of psychological ploys. (Beder, 1998)The basic framework which steers marketing ethics revolves around three main issues. These are respectstak eholdersprocessesMarketing ethics that are done on a value inclined framework are those one that involve the analysis of the kind of value that the marketing idea creates. So advertisements may instil in their target audiences positive or negative attributes. This all depends on their implementation. For example, an advertising targeting a child may become a problem if it violates the right to privacy, transparency, honesty or self-direction. By using psychologists in the process of creating advertisements for children, marketers are imposing upon childrens right to autonomy and transparency. They try studying childrens behavioural trends and then use this to exploit those children. This is quite unethical.The process oriented framework in marketing ethics is founded on the solid ground of analysing marketing ethics through the categories that marketers use. For example look, promotion and placement must be done in an ethical manner. This is something that marketers have chosen t o ignore because their research is not done in an ethical manner. Their research involves using psychological experts who may use their knowledge to take advantage of children who belong to vulnerable groups (Lizabeth, 2001)Targeting children simplyMarketers who create marketing campaigns that are just directed towards children only are engaging in unethical marketing practices. This is because children are naive. They are at a stage of development