This paper examines the need for the use of code of ethics for social marketing and their specific benefits. Andreasen (2001) stated that whilst the use of ethics was important in all areas, it was particularly relevant in social marketing because of the sensitivity of various issues that were addressed by social marketers. Substantial discussion has thus occurred in recent years on the need for introducing ethical codes for social marketing.
Discussion and Analysis
Marketers have been subjected to sustained criticism for the use of unethical methods for the targeting of vulnerable population segments as also the use of deceptive methods against consumers (Hastings et al., 2004). They have been accused of the creation of dissatisfaction and greed, the provisioning of misleading information, the manipulation of consumer populations for buying unnecessary items and the waste of valuable resources (Kotler et al., 2002). Marketers have been accused of focusing on privileged and wealthy target markets and neglecting others (French, 2005). Marketers of tobacco and alcohol have been criticised for targeting children, young people and socio-economically disadvantaged groups (Moolchan & Mermelstein, 2002). Marketing is intrusive; it disrupts leisure time and enters homes.
Concerns about the ethicality of social marketing mirror several of these perceptions; anxieties have been expressed over the suitability of tactics utilised for social marketing and the utilisation of fear (Hastings et al., 2004). Issues have been identified with regard to the judgement of competing needs and the reasonableness of information sought from people for the development of social marketing campaigns (Brenkert, 2002). It is also important to consider the potential harm that can be caused to others on account of social marketing interventions. Questions have been asked about who decides, in the communication of risks about whether the extent of risk adequate for various social segments is satisfactory for society in totality.
Eid and Stephen (2009) stated that social marketing was essentially patronising, manipulative and focused on behavioural alterations. It appealed to the baser instincts of people and enhanced the imbalance of power between the state and citizens to favour the former (French, 2005). Whilst social marketing ostensibly aims to enhance social health and wellbeing, the creation and actual execution of interventions could have ethical consequences and ramifications for proposed and related targets.
Hoffman et al., (2001) declared that ethics was concerned about the norms and values of a particular level of seriousness; it was about specific ideals and standards to ensure that people did not harm others. It is important to keep in mind that marketers have, in several countries, recognised the importance of ethics in marketing and have made efforts to bring about high degrees of self-regulation; diverse sectors of the communication industry, more specifically advertising agencies, advertisers and media organisations have come together to cooperate in the building up and application of codes of practice. Such regulatory measures do not, however, clearly focus on precise ethical principles and by and large express general guidelines about activities like decency and the situations under which emotions like distress and fear may be considered to be acceptable.
Andreasen (2001) informed that existing professional codes of ethics, with regard to the social marketing community, may not satisfactorily deal with the various ethical issues concerned with the formulation and execution of specific interventions. The development of specific codes of ethics in social marketing has been proposed to rectify this particular situation (Moolchan & Mermelstein, 2002). Such codes, Eid and Stephen (2009) informed that a range of benefits for individuals, as well as the sector as a whole. Their implementation can help in educating practitioners without sufficient experience and in increasing their sensitivity to various issues likely to be faced in the future. Such codes also signal organisational or sector-wise commitment for the establishment of credibility and the creation of a moral standard for members.
Brenkert (2002) declared that the majority of codes have some common benefits like (a) significant respect for target populations and participants, (b) sensitivity towards cultural and social issues, (c) justice and fair distribution of advantages and liabilities, (d) the elimination of discrimination or neglect against particular groups or individuals, (e) the reduction of psychological harm to participants, (f) voluntary and informed agreement, (g) due regard for confidentiality and privacy, (h) transparency, honesty and the elimination of deception and (i) the prevention of conflict of interest. The creation of ethical codes for social marketing will ensure that such benefits percolate in this specific sector as well.
It is not intended that codes should function as instruments of censorship; they should, in fact, work as standards of belief and ethical norms, as well as mechanisms for the driving of good practice and the safeguarding of professionals and the people they aim to assist (Andreasen, 2001). It has been seen that organisations with ethical codes, which are duly enforced, have proved to be sensitive to ethical challenges as and when they occur and select ethical options in the making of decisions. There is no doubt that social marketers should be expected to consistently display high levels of ethical behaviour, considering the impact of social marketing interventions on collective and individual wellbeing and health. Hastings et al., (2004) added that the probable negative outcomes for social marketing activities where it is felt that decisions have been made on inadequate information may be considerable.
It, however, needs to be kept in mind that such codes cannot be treated as remedial solutions as they frequently constitute general statements of intent and cannot deal with every conceivable situation that can arise. Hoffman et al., (2001) informed that it was also necessary to create a mechanism for the management of codes, dealing with breaches in codes and disciplinary action.
Conclusions
The examination of various aspects of ethical codes with regard to social marketing clearly informed that the process was likely to involve the possible use of methods that may be considered to be unethical and consequently social marketing practice could benefit substantially from the incorporation of ethical codes. The introduction of such codes could help social marketing practitioners in the taking of suitable precautions in the creation of campaigns, enhancing the impact of social marketing interventions and finally in the protection and safeguarding of targeted populations. It is evident that the formulation and implementation of ethical codes can have significant benefits and that it is time to act upon them.
References
Andreasen, A. R., (2001), Ethics in Social Marketing, Washington DC: Georgetown University Press.
Brenkert, G. G., (2002), “Ethical Challenges of Social Marketing”, Journal of Public Policy & Marketing, Vol. 21, Iss (1): pp. 14-36.
Eid, M., & Stephen, J. A., (2009), “Ethics, new media, and social networks”, Global Media Journal, Vol. 2, Iss (1): pp. 1-4.
French, J., (2005), Ethics in Social Marketing, London: National Social Marketing Centre.
Hastings, G., Stead, M., & Webb, J., (2004), “Fear Appeals in Social Marketing Strategic and Ethical Reasons for Concern”, Psychology & Marketing, Vol. 21, Iss (11): pp. 961-986.
Hoffman, W. M., Frederick, R. E., & Schwartz, M. S., (2001), Business Ethics: Readings and Cases in Corporate Morality, 4th edition, New York: McGraw-Hill.
Kotler, P., Roberto, N., & Lee, N., (2002), Social Marketing: Improving the Quality of Life, Thousand Oaks, CA: Sage Publications.
Moolchan, E. T., & Mermelstein, R., (2002), “Research on Tobacco Use among Teenagers: Ethical Challenges”, Journal of Adolescent Health, Vol. 30, Iss (6): pp. 409 - 417.