Question 1 & Question 2

Staying on the Road: Marketing Ethics Marketing to children has always been controversial. teens spending billions of their own dollars and influence Indeed, in the 1970s, the Federal Trade Commission (FTC) ing much more of their parents' spending, this is an im- considered prohibiting all advertising to children. The fed- portant market segment to marketers. eral government once again is setting its sights on market- 1. Studies report that children view more than 20 food ing aimed at children. With the U.S. child obesity rate and ads each day, of which over 90 percent promote high- predicted to exceed 20 percent in just a few years, regula- fat, high-sugar products. The marketing concept fo- tors are pressuring marketers in general, and food mar- cuses on satisfying customers' needs and wants, but keters in particular, to curb their marketing practices to are marketers crossing the line when they cater to hildren. In 2008, the FTC delivered an analysis to 'ongress of 44 companies' $1.6 billion food and beverage younger consumers' wants for products that may arketing activities targeting children. A provision in the counter parental wishes or that may be unhealthy? 109 omnibus spending bill signed into law by President (AACSB: Communication; Ethical Reasoning) rack Obama created the Interagency Working Group on 2. What actions are marketers taking to market their od Marketed to Children. This group will present recom- products to this market segment more ethically? ndations to Congress in 2010 regarding marketing to Idren aged 17 and younger (an expansion of previous Discuss industry initiatives that help marketers mar- er-12 definitions of "children"). With children and ket to children more responsibly. (AACSB: Communi- cation; Ethical Reasoning)