There is a tendency for illnesses such as obesity and cardiovascular disease to be increasingly caused by unhealthy lifestyles in western-style countries.

Marketing managers attempt to earn more profits by promoting the consumption of cigarettes, alcohol and unhealthy food that leads to such illnesses. It is arguable that whether the neglect of public health to simply pursue profits is an appropriate way to achieve marketing aims. Marketing managers should take more social responsibility in relation to public health as it is unethical to promote such unhealthy products. There are different views concerning business ethics. It is defined by Crane & Matten (2004, p,3) as the study of business situations, activities, and decisions where issues of right and wrong are addressed.. Companies make decisions under pressure of competition or target sales, so fundamentally ignore social obligation. This article will discuss both sides of the argument and give suggestions on how to reduce the influence of advertising campaigns made by marketing managers. First, the article will compare two opinions both for company and consumer, then point out the measures have been taken to restrict managers behavior and what still needs to be done.

Those who think it is ethical to promote products which may lead to illness believe it is not companies obligation to concern themselves with the effects of unhealthy products. There is a belief that companies should endeavor to sell more products whatever consumers demand, treating sales increase as their purpose. There is no doubt that the duty of marketing managers is to earn greater profits for

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shareholders within the law, so companies want to employ people who have the potential to be best sellers instead of people who are always thinking about social morals. For example, in McDonald companies, they have some of the best marketers making decisions. Even though some products such as alcohol and cigarettes do harm to our health, it is not illegal for companies to sell them. Kotler (2004) reports that a new smoker who starts smoking at the age of 13 contributes 5000 pounds to the profits of a tobacco company which makes it attractive to promote cigarette consumption among young people. If a tobacco company is not restricted by law, managers may try to get more potential consumers to start smoking cigarettes. For a businessman, creating new smokers is an opportunity to increase sales of the products although smoking is definitely harmful for health. The view may be that parents and society should be responsible for this issue but not companies. This suggests that it is acceptable within business ethics.

Others hold a different view that it is not ethical to stimulate consumers to buy so many products regardless of consequences. Manuel (2001,p.5) believes that business campaigns like other social activities must follow minimal standards of ethics, otherwise it can not exist for a long time. It is thought that companies in modern times should take more responsibility and contribute to maximize the social benefits. Consumers, as stakeholders of a company, should have their wellbeing taken into consideration. It is necessary for companies to pay more attention to consumer benefits and not only pursue profits. For example, Kotler (2004)

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implies that some food and drink companies have changed their original ingredients so that their products can be less fatty and low in calories. Marston's Beer companies have attempted to make people aware of the harm of over drinking and prevent teenagers from buying beer. Their socially responsible attitudes toward consumption have had a slight impact on sales and profits establishing good images in public. With the context that people increasingly focus on quality instead of quantity, what the beer companies have done is a good way to achieve a more positive image in the long-term.

For consumers, their rights of free choice should be respected. Kotler (2004) suggests that expanding consumption is based on managers natural intention to create more profits, but they leave the negative consequences to consumers and think they are caused by consumers own choices. Cawley (2004) investigated consumers options of sugar-sweetened beverages in USA. He points out that people who do not pay attention to the links between beverages and illness may be more likely to spend more because of the insufficient information given and they are largely influenced by so many kinds of promotional campaigns and advertisements. This suggests that some consumers are easily convinced by the strategies employed by marketing managers and they make decisions under stimulation, which may not reflect their original demands. For example, children are encouraged to eat McDonalds hamburgers because they are rewarded with a small toy. Consumers are only told about the benefits of products without

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considering the impact on health, which is a common way for managers to promote products. Jobber & Fahy (2009, p.3) claim that company campaigns should be concentrated on providing customer satisfaction rather than producing products. It means customers well-being need to be considered. If companies treat consumers with fairness and openness, openly stating the merits and demerits of their products, it is easy for consumers to know what kinds of products are appropriate for them and high rates of some illnesses may be prevented. Thus, companies need to take responsibility for over consumption.

Some measures, however, have already been carried out to limit the promotion of unhealthy products. It is believed that an increase in tax on some products is one of the most efficient ways to limit sales. Kelly & Thomas (2009) state that A pennyper-ounce excise tax could reduce consumption of sugared beverages by more than 10%.. The revenue from taxes can also be used to raise consumers awareness. If public social campaigns are taken, it is easy to make people understand the ill effects of tobacco and alcohol, especially for the children who are young smokers and drinkers in developing countries. For example, Davis (2010) claims that Philip Morris company used to be an active marketer and encouraged young smokers in South Africa. Concerns about health problems may lead people to change their unhealthy lifestyles. It may be thought that governments could publish regulations to restrict advertising campaigns and encourage companies to produce safer products so that consumers free choice

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will be achieved. In this way, consumers may live a healthier life in the future.

In the modern market, stakeholder rights should be respected. The original aim of marketing managers is achieving an increase in profits, but they also need to take some social responsibility. Companies should be ethical, which means public wellbeing needs to be considered and many advertising campaigns of products which may lead to illness should be restricted. Some companies are aware of the importance of being ethical and take measures to remind people of the negative affects of unhealthy lifestyles and try to prevent over consumption among children. For example, McDonalds have added salad and yoghurt to their menu ostensibly to improve the health aspect of their food. As taxes on cigarettes, alcohol and sweeten beverages have increased, consumption has decreased to some extent. What still needs to be done is making consumers concentrate on the links between unhealthy lifestyles and illnesses, and encouraging companies to produce products that have less negative impacts.

(1195 words)

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References: 1. Cawley J. The Public Health and Economic Benefits of Taxing SugarSweetened Beverages. The new England journal of medicine. 15 October 2009. Available at http://www.nejm.org/doi/full/10.1056/NEJMhpr0905723 [Accessed 11 September 2010]

2. Crane, A. & Matten, D. (2004). Business ethics. United States: Oxford University Press Inc.

3. Davis, J. (2010). The Marketing Guru from Philip Morris. Willard Marketing Monthly. Available at http://marketing-monthly.com/0/181/6. [Accessed 15 September 2010].

4. Jobber, D. & Fahy, J. (2009). Foundations of marketing. Berkshire: McGraw-Hill Education

5. Kelly, D. & Thomas, R. Ounces of Prevention The Public Policy Case for Taxes on Sugared Beverages. The new England journal of medicine. 15 October 2009. Available at http://www.nejm.org/doi/full/10.1056/NEJMp0902392 [Accessed 11 September 2010]

6. Kotler, P. (2004) Wrestling with ethics. The University of York. Available at

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http://web.ebscohost.com/ehost/detail?vid=1&hid=9&sid=ba253b37-18ec-4fe4af69-9c5924d7804c%40sessionmgr14&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d %3d#db=buh&AN=15309791 [Accessed 11 September 2010]

7. Manuel G. Velasquez. (2001). Business Ethics Concepts & Cases. Anderson University.

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