It is a great temptation for manufacturers to exaggerate the benefits of their products on their packaging. Sometimes, the claims are overstated. Businesses want to make bold claims to help them sell more products. Some of the claims are morally wrong; others are just “advertising puff.” A business might resort to high-pressurized sales techniques; in other cases, they might focus on vulnerable customer groups. Businesses need to make a profit, but is it wrong to try any means to achieve this? Legally, it often is.

How would a business begin to frame an ethical marketing process as a template for their activities now and in the future?