Question 5 (15 marks)

The excerpts from the CMA Code of Ethics and Standards of Practice in Table 3.2 (pp. 106 and 107 of the textbook) set some guidelines about ethical marketing principles, including the following: truthfulness, campaign limitations, and accuracy of representation.

1. Provide an example of a company that has gone too far in its communications to the extent that one may believe that they do not comply with, at least, one of the above three principles or are just at the acceptable limit. Describe what you see as almost unethical in these communications. Note: The company you choose for this question does not need to be either of the two companies used in the previous questions.
2. Explain the potential long run consequences of these communications for the company.

Mark breakdown:

• 8 marks for a well described example
• 7 marks for the explanation