Ethical Issues when Marketing with Children Essay

Ethical Issues when Marketing with Children - Essay ExampleIt was also revealed that children greatly affect the commodities their parents buy. Estimates through with(p) in this field show that projects tailored for children in the year 2006 tot onlyed fifty two billion dollars. (McGee and Heubusch, 1997)Regardless of all this potential returns that children squeeze out give manufacturers and their marketers, there are key ethical issues that arise in the discussion. For vitrine, do children have the capability of understanding well-nigh of the intricate trade tactics Do children posses the final buying power 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 relation to business pressures then recommendations will be made.Some companies have become notorious for the utilisation of psychologists in their advertising and marketing campaigns. Norma lly what much(prenominal) companies do is that when trying to create marketing strategy, they will involve psychologist to tell them about tactics that they can engage 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 Psychological Association has raised an alarm about it. They have set up a commission to estimate the effect that the involvement of psychologists in the marketing process 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 variety show 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 arevaluesstakeholdersprocessesMarketing ethics that are done on a value inclined framework are those one that involve the analysis of the good-hearted 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 puzzle if it violates the business to privacy, transparency, honesty or autonomy. 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 orient framework in marketing ethics is founded on the basis of analysing marketing ethics through the categories that marketers use. For example research, promotion and placement must be done in an ethical manner. This is something t hat marketers have chosen to shorten 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 aloneMarketers who create marketing campaigns that are average directed towards children only are engaging in unethical marketing practices. This is because children are naive. They are at a stage of development