Targeted Marketing Ethical Implications Discuss Essay

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For example, fast food companies' decision to target African-Americans and Latinos in their promotional campaigns may play a role in the higher rates of obesity amongst these groups. Individuals who are more likely to be poor, have less access to nutritional information, and find it difficult to obtain healthy food without greater effort may be more vulnerable to such messages. "African-American youth viewed 50% more fast food ads on TV than white youth… McDonald's website, 365Black.com, targeted African-Americans specifically through content celebrating their culture" (Targeted marketing, 2011, Fast food facts). This can cause the targeted group to suffer the effects of fast food overindulgence disproportionately compared to other groups in society. Already marginalized and suffering greater health consequences, because of centuries of economic and political oppression, African-Americans find themselves once again victimized by ads that encourage them to pursue unhealthy eating patterns.

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Latinos are similarly being targeted with Spanish language advertisements for unhealthy foods like Dominos and Taco Bell in greater proportion than whites.

The health consequences for society, in terms of the inequalities that are perpetuated are not, one might argue, the company's responsibility. However, a company does have an ethical burden -- and a legal one -- not to make false claims or misrepresent the product. Just as a company cannot falsely claim a cereal is healthy because consumers lack the likely nutritional knowledge to fully research all of its ingredients, companies must show special sensitivity when marketing to demographic groups who may lack the ability to reasonably evaluate its claims......

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