Well, "ethics" is the business of what is right or wrong, good or bad.

The ethical issue in food advertising is what you advertise. Kellog's cereals are advertised as being healthy, for example, but this is misleading because it is only healthy if you eat it as part of a balanced diet. The fine print at the bottom does mention this, but most people don't read that. Continuing on the subject of health, if you advertise your unhealthy product as being very delicious, then people will be tempted to eat it often and become less healthy because of it. If there were no KFC/McDonald's/etc. commercials you would see the obesity rate go down quite a bit, I'd wager. big issue to our health need because government and food industries do not care about our need.... they want to make more money by selling sugars, fats, trans-oil, and salt.... they wants us to continue unhealthy... heart disease, obesity, diabetic, etc.

Key Findings... Cereal bars are the fastest growing category in Europe with growth forecast at 31.7% to 2012, driven by consumer demand for healthy food and drinks. Chocolate is the largest confectionery category in both the EU and US, with a 51.2% of the European confectionery market (worth $34.8bn in 2008) and with a 50.9% share in the US equating to $18.4bn in 2008. Between 2005 and 2008 the share of new product introductions claiming to be ethical has risen significantly. 4.0% of all new product introductions in 2008 carried the organic tag compared with just 1.2% in 2005. The ‘Upscale’ product tag was the number one product tag used on confectionery products in 2008 with the share of products launched using this tag rising steadily from 9.0% in 2005 to 13.8% in 2008.

Key issues... Emerging markets. Growth in the confectionery market will largely take place in the emerging markets. Turkey will be the highest growth market, followed by Croatia and Russia which are forecast to grow by more the 25% to 2012.

Natural. Consumer demand for products that are free-from artificial colors, flavors and additives and concern over the long term effects of artificial ingredients has driven growth in the confectionery industry. Heritage and provenance. For chocolate manufacturers a key growth opportunity is for premiumization through either high quality country of origin (or even single estate) ingredients or by focusing on the quality of production methods. Healthy and functional confectionery. Health continues to be key innovation opportunity for confectionery managers in line with an ageing population and an obesity epidemic.

Confectionery is the set of food items that are rich in sugar , any one or type of which is called a confection. Modern usage may include substances rich in artificial sweeteners as well. The word candy (North America), sweets (UK) or lolly ( Australia and New Zealand ) is also used for the extensive variety of confectionery . Generally speaking, confections are somewhat low in nutritional value but rich in calories. Specially formulated chocolate has been manufactured in the past for military use as a high density food energy source. Excessive consumption of confectionery has been associated with increased incidences of type 2 diabetes , obesity , and tooth decay . [ 1 ] Some sweets contain traces of nuts which poses risks for those who are allergic to them, while others contain dairy products which must be avoided by individuals who are lactose-intolerant
The advertising of sweetmeats-over the counters and through the mails—have received quite an impetus within the past few years. There is no earthly reason why candy cannot be advertised as well as anything else, and candy retailers, wholesalers and manufacturers, are rapidly realizing this fact. Such adjectives as "delicious," "piquant," "palatable," "pure," "tempting" "choice," "toothsome" and "mouth-watering" are called into great requisition by the advertising writer when he wiggles ink across paper in his efforts to give publicity to saccharine specials. Every town—no matter how small-has its confectionery store, which should be advertised. Friday evening or Saturday morning are good times to advertise confectionery, (1) for money is plentiful on Saturday (2) many Saturday shoppers like to bring home a box of candy (3) the store is usually open Saturday evening (which, of course, is the best evening). The local paper should be a good friend to the confectioner. For it should carry the bulk, if not all, of his advertising—set it up in good shape—give it a good position—give him such assistance in the way of suggestions, writing and illustrations as may be valuable from time to time, and in short, be of service to the confectioner and itself.

Speaking about local papers, it is wonderful how many different kinds of advertising and business managers there are. Some such men are of distinct value to advertisers, as they are bright, cheerful and helpful, while others are not. The development of advertising in a town rests almost altogether upon the managers of the local papers. I have seen some " managers" who, if they were hired to turn away business from their papers, could do the turning away process no better than they daily do in the course of their "managerial" duties. However, this phase of advertising is discussed elsewhere under the caption of " advertising assistance from papers." The advertising of a confectionery store should be put on a systematic basis. Once the " plan of operation" is decided upon, then about all the labor of running the advertising consists of writing the advertisements and passing upon the proofs. This is worth the proprietor's attention, but if he (or she) has neither the time nor inclination, the bright young lady who weighs out chocolates with a smile, may be induced to attempt the advertising writing. I have noticed that young ladies are very superior advertisers of candies. Why this is so I do not know, unless it is due to the fact that they make a deep study of and like to contemplate candy, very much as a man likes to consider and study cigars. Boxes, paper bags and packages that enclose candy should be exceptionally well printed, with the concern's name, and address. A catch phrase is a good idea to use on all packages, stationery and advertising. Whatever circular or card advertising that is sent out should also represent excellent printing. On such occasions as Thanksgiving, Christmas, New Years, etc., special sales should be gotten up. Newspaper advertisements and store displays are then in order.

ethical issues in business
Ethical issues arising from the nature of markets - The 18th Century economist Adam Smith demonstrated how in a free market the self interest of producers and consumers will produce an outcome desirable to all concerned - But the market can also lead to inequality of income, wealth and market power:
• • •

Monopoly suppliers can exploit consumers Monopsony buyers can exploit supply firms World wide inequality of income can result in unethical practices such as the child labour

Ethical issues and society - examples
• • • • • • • • •

Involvement in the community Honesty, truthfulness and fairness in marketing Use of animals in product testing Agricultural practices e.g. intensive faming The degree of safety built into product design Donation to good causes The extent to which a business accepts its alleged responsibilities for mishaps, spillages and leaks The selling of addictive products e.g. tobacco

• •

Involvement in the arms trade Trading with repressive regimes

Ethical issues arising from internal and industry practices - examples
• • • • • • • •

Treatment of customers - e.g. honouring the spirit as well as the letter of the law in respect to warranties and after sales service The number and proportion of women and ethnic minority people in senior positions The organisation’s loyalty to employees when it is in difficult economic conditions Employment of disabled people Working conditions and treatment of workers Bribes to secure contracts Child labour in the developing world Business practices of supply firms

Unethical practices in marketing - examples
• • • • • • • • • • •

Pricing lack of clarity in pricing Dumping – selling at a loss to increase market share and destroy competition in order to subsequently raise prices Price fixing cartels Encouraging people to claim prizes when they phoning premium rate numbers “Bait and switch” selling - attracting customers and then subjecting them to high pressure selling techniques to switch to an more expensive alternative High pressure selling - especially in relation to groups such as the elderly Counterfeit goods and brand piracy Copying the style of packaging in an attempt to mislead consumers Deceptive advertising Irresponsible issue of credit cards and the irresponsible raising of credit limits Unethical practices in market research and competitor intelligence

Unethical practices relating to products - examples
• • • • • • • •

Selling goods abroad which are banned at home Omitting to provide information on side effects Unsafe products Built in obsolescence Wasteful and unnecessary packaging Deception on size and content Inaccurate and incomplete testing of products Treatment of animals in product testing

Ethics and the supply chain

when negotiating deals . Bribery This is a key ethical issue in business • • • It first needs to be stated that bribery to secure a contract (especially a contract with a public sector body) is against the law and severe penalties can result However.It would be hypocritical to claim to be a ethical firm if it turned a blind to unethical practices by suppliers in the supply chain. others will” From a moral or ethical perspective it should be approached not in terms of “can we get away” with it but is it right to offer a bribe to secure a contract Institute of Business Ethics Suggestions for Good Practice The Institute recommends that organisations issue statements of ethical practice in respect of: • • • • • • • • • • • Relations with customers Relations with shareholders and other investors Relations with employees Relations with suppliers Relations with the government and the local community The environment Relations with competitors Issues relating to international business Behaviour in relations to mergers and takeovers Ethical issues concerning directors and managers Compliance and verification What is an Ethical code? . when dealing with customers and suppliers Corporate behaviour e.g. safety and environmental standards An ethical producer has to be concerned with what is practiced by all firms (upstream and downstream) in the supply chain. it is sometimes seem (wrongly) as a victimless crime and is often rationalised in terms of “if we don’t offer a bribery. In particular: • • • • The use of child labour and forced labour Production in sweatshops Violation of the basic rights of workers Ignoring of health.g.This is a set of principles governing morality and acceptable behaviour It is likely to cover: • • Personal behaviour e..

Issues over truth and honesty . when recruiting Behaviour towards the environment e. 1997) .Negative advertising Ethical Issues When Marketing To Children Introduction Marketing ethics is an area that deals with the moral principles behind marketing. (Mohandeep. However. close to two billion dollars was spent on advertisements to children.Taste and controversy .g. they highlighted the fact that in the United States.• • Behaviour towards society e. pricing.Issues with violence. It was also revealed that children greatly affect the commodities their parents buy. (McGee and Heubusch. In the year 2007. promotion. the ethics of advertisements will be dealt with especially in relation to children. Estimates done in this field show that projects tailored for children in the year 2006 totalled fifty two billion dollars. sex and profanity . when deciding on process Ethical audit .This is an audit of all the firms activities Purpose: • • • To check that ethical principles are being pursued To check the extent to which actions are consistent with the organisation’s stated ethical intentions And to establish action plans if they are not Advertising and promotion: ethical pitfall: . Ethics in marketing applies to different spheres such as in advertising. This is backed up by evidence from watch groups such as Media Channel. for purposes of this essay. 2001)) Many marketers and analysts have agreed that children are marketer's best friend.g.

1998) The basic framework which steers marketing ethics revolves around three main issues. This trend has becoming so alarming that the American Psychological Association has raised an alarm about it. transparency. They have set up a committee to estimate the effect that the involvement of psychologists in the marketing process of children's products has on them. an advertising targeting a child may become a problem if it violates the right to privacy. honesty or autonomy. • • • values stakeholders processes Marketing ethics that are done on a value inclined framework are those one that involve the analysis of the kind of value that the marketing idea creates. For example research. The group has asserted that no psychological principles should be used when marketing to children. . Key ethical issues in marketing to children Involving psychologists in market research Some companies have become notorious for the utilisation of psychologists in their advertising and marketing campaigns. they will involve psychologist to tell them about tactics that they can use to influence children.Regardless of all this potential returns that children can give manufacturers and their marketers. They are also recommending that there should be some sort of strategy to protect the young ones from exploitation though the use of psychological ploys. For example. there are key ethical issues that arise in the discussion. (Beder. This all depends on their implementation. They try studying children's behavioural trends and then use this to exploit those children. promotion and placement must be done in an ethical manner. So advertisements may instil in their target audiences positive or negative attributes. marketers are imposing upon children's right to autonomy and transparency. This is something that marketers have chosen to ignore because their research is not done in an ethical manner. Normally what such companies do is that when trying to create marketing strategy. Since psychologists understand the way child's mind works. This is quite unethical. do children have the capability of understanding some of the intricate marketing tactics? Do children posses the final buying power? Do marketers need to get permission from their parents? And do children understand the negative effects of some of the products advertised to them? These key questions will be analysed in relation to business pressures then recommendations will be made. By using psychologists in the process of creating advertisements for children. The process oriented framework in marketing ethics is founded on the basis of analysing marketing ethics through the categories that marketers use. For example. they can help marketers create campaigns that will be directly aimed at them and those ones that can easily influence their choices. These are.

Most of the time such advertisements are usually aired in the afternoon during kid's programming sessions. They also do not realise the financial pressures that come with the purchase of items. At this stage. (Davidson. It can also be achieved by limiting some children's products in parental magazines or targeting families in general instead of just children. It is an unfair scenario and is also exploitative in nature. When marketers target vulnerable markets. This can be achieved by stating it directly in the advertisement. ethical advertisements are those ones that require children to get their parents involved in the marketing place. Children are too young to realise the manipulations that are going on through television or media advertisements. 2001) Targeting children alone Marketers who create marketing campaigns that are just directed towards children only are engaging in unethical marketing practices. They usually create desires in children to have those advertisements at all costs. It highlights the power analysis issue in marketing. It would therefore be unethical for marketers to leave parents out of their marketing strategies. (Murphy et al. Normally. They are at a stage of development called proximal development. 2000) Advertisements targeting children alone have shown their effects in a number of ways. There is a certain level of trust that children have over and above than one of adults. Toys and candy are all items that are advertised directly children hence the staggering statistics. (Waymack. At that point. this makes them very vulnerable to exploitation. it was found that about fifty eight percent of all the items purchased by children (through their allowances) are sweets and toys were the next highest items to be purchased by children. This took up a whooping thirty percent. They lack the ability to weigh arguments in a sober and even sometimes a cynical way. In the year 2007. children will feel like they are the only ones with the ability of purchasing the item yet it is their parents who have to foot the bill. 1997) . Any form of marketing that claims to be ethical must adhere to the power balance principle. (McGee and Heubusch. Unethical advertisements are those ones that do not involve getting consent from parents. they tend to make the situation favour them. children simply take up elements of what they perceive in the world around them and then use it in various aspects of their lives. Consequently. The scales must not be tipped towards the consumer neither should they favour the marketer either. 2002) Advertising to children alone brings out very fundamental ethical issue. that is when children are watching shows on their own then it become unethical. When advertising is done without parental consent. This is what is called caveat emptor in marketing. This is because children are naive. 2004) Examples of advertisements that are directed towards children alone are those ones that have cartoon characters and are seen as specifically meant for children.Their research involves using psychological experts who may use their knowledge to take advantage of children who belong to vulnerable groups (Lizabeth.

(Waymack. then those advertisements may be meant for them. there may be certain activities expected to captivate children such a drawing. (Lizabeth. when an advertisement is made in such a manner as to imply that it is meant for children. then they may be considered unethical. • • • • music images voices colour These are all elements that are meant to draw on children's attention. 2004) All these features can be deemed unethical if they will be seen or heard by children exclusively. For example. there were certain toys from China that had an excess of chemical elements and exposed certain risks to children who were playing with them. Sometimes some advertisements may be placed in publications that are usually read by children alone. They insist that society shapes advertisements and that advertisements do not change moral values. Also advertisements that will promote harmful products to children are also unethical. Besides that. Some elements to watch out for are. 2001) Sometimes the kind of content in the advertisements matters too. It should be noted that there are certain elements that if conducted by marketers may be deemed unethical for example. The first group is made up of the abolitionists and the second are the libertarians. Advertisements that are created in such ways as to make children feel less about themselves if they lack that product may be deemed unethical. The other extreme is held by the liberalists who believe that advertisements to children should be left as they are. Besides this. They may also be placed in areas that have children. But this is denying the obvious. But this is something that is unrealistic and cannot be feasible in today's fast paced and commercial world. The fact that children in the UK and even in other parts of the world spend the largest portion of their leisure time watching television implies that they will pick up some of the habits depicted on their screens. if the advertisement is placed in a publication that is read by children alone then this is unethical because there is not parental consent there or if it is broadcast at times when children could be watching without parental consent. The abolitionists believe that all advertising to children is wrong and that it should be completely eliminated. some advertisements may have characters that are designed for that demographic group. (Murphy et al.Types of products. For example. manner of advertisements and other qualities can indicate whether or not an advertisement is targeting children. If advertisements posses those characteristics. Recommendations Responsible marketing The issue of marketing itself has two main components. 2000) .

This will enlighten them and give them a very valuable asset. children can understand the commercial world and the exploitation tendencies that their worlds present them. 1997) Informing children about the intricacies of marketing at an early age will go a long way in ensuring that children can understand the fundamentals of the commercial world. Consequently. children have substantial levels of buyer power. • • • viewing children as docile consumers viewing children as non. be it 4. The ethical issues that have been brought forward stem from the fact that children are too young to understand the main reasons behind marketing displays. but still needs more emphasis. Informing them about this will drastically reduce those ethical concerns and will at the same time still allow marketers to go about marketing their products. the most sustainable form of marketing should be viewing children as informed consumers. some have suggested four and others ten.consumers viewing children as informed consumers Choosing the non-consumer part would not be very market friendly because as it has been seen from earlier parts of the essay. Children can still be considered as a target audience for marketing of retail products. viewing children as docile consumers causes a lot of ethical controversies that have been raised earlier. choice.In light of the above facts. Advertisements should also be edited such that they do not seem to . Consequently. There are three main alternatives available for marketers targeting children and these are. Regulations This is something that is already in place. 10. it is important to come up with a compromise on the issue through taking up responsible marketing. Governments should institute statutory regulations on television advertisements. this should be conducted in such a responsible and socially sustainable manner. (McGee and Heubusch. human rights groups claim that marketers should not target children that fall below that group. however. But that debate can be eliminated if children below those established ages are made aware of the commercial world. On the other hand. It will mean that children's naivety will not be taken advantage of and that they will have the power to decide for themselves whether or not products are good for them. (Beder. 1998) It should be noted that some countries like Sweden have argued that children can understand the effects of commercial marketing after reaching the age of twelve. Marketers need to advertise and market their products in such a way that there will still be room for them in the future. or 12. It is would therefore be uneconomical not to tap this very valuable market resource. They claim that at that point. Advertisements should not be aired during children's programming as they are likely to be unsupervised at that point. This will be effectively achieved by informing children about marketing ideas.

(Mohandeep. or deal with legal and similar issues. including Marketing. Many ads work by providing information: what is the product? what are its characteristics. In spite of certain questionable practices. Advertising Exist to solve two problems : 1. relay information within the business. Online communication. Public relations. or organization. Advertising is also a way of reaching your consumers who would otherwise be unfamiliar with your product. Advertising. In 2004.. They should be made in such a way that they will involve the parent or family. Advertising is the most widely known weapon in the marketing armory. Organisations can go about this issue through regulating their content. qualities.the way account managers and creative talent work together in an advertising agency to create commercials and ads that help sell the client’s products to the target audience . The essential ethical issues raised in advertising industry are that advertisements should be legal.advertisements take approximately sixty percent of the printed space in American newspapers. advertising meets the consumer needs for information about the goods and services which are offered on the market. Community engagement. newspapers hauled in about 9 million dollars from subscription and single use buyers. Each medium offers several advantages and disadvantages. Interpersonal communication. almost 34 billion dollars was spent on newspaper advertising. there would be no need to advertise it. Business Communication encompasses a variety of topics.. and Event management . 2. Branding. changing their times and embarking on a consumer education to make their young audiences aware Ethical Issues In Advertising Ethical Issues In Advertising Communication Business Communication is communication used to promote a product. Corporate communication. However. Employee engagement. press. Too many goods or materials . This is a paid medium involving radio. or direct mail. Media relations.. poster-sites. TV. Consumer behaviour. 2001)) Conclusion Advertisements to children have sparked off lot of controversy resulting in various reactions in various countries. Reputation management.appeal to the child directly. service. Customer relations. experts agree that unethical marketing occurs when advertisements are directly aimed at children without getting consent from parents. . functions? Most of us admit that advertising industry is a „necessary evil”.If there was not enough of an item. Research & Measurement. On average . In the same year. Advertising communication is business .

This view believes that all human acts can be judged by their outcomes or effects on the human condition. Background . Two Fundamental Bases for Judging Ethical Issues 1. . Advertising and the F.What is Ethics? A. A. but increasingly. Laws define those acts that. B. considers a deception to be "a representation. 2. 2. Norms define the boundaries of those acts that are unacceptable or disapproved of by society. They are enforced by informal sanctions: . The advertisement must be deceptive. " . The greatest good for the greatest number is the standard.or Relative Standards.T. three conditions must be met.C." They are enforced by the Criminal Justice System with reduced citizenship rights and freedoms. omission or practice that is likely to mislead . Utilitarianism . or outcomes involved. it is unethical."criminal.Ethical Issues in Advertising Ethics in Advertising I. disrespect.T. shunning. Gray area between Laws and Norms 1. if the bad "outweighs" the good.disapproval. if committed. up to and including the ending of one's life. to act against an advertiser. but which are not severe enough to warrant the changed citizenship status of criminality. 3. motivations. derision. we see the Civil Court system employing Civil Tort actions and RICO (Racketeering and Corrupt Practices Act) provisions to provide stronger societal muscle to their enforcement. denial of social amenities.C. Regulatory Standards . exclusion. This view believes all human acts can be judged by an absolute standard of right and wrong regardless of the circumstances. If an act produces both good and bad outcomes(and most ethical issues do). are deemed so unacceptable in a society that they warrant an altered status . They are enforced by Professional Codes of Ethics and other self-policing organizational actions.T. Moral Idealism . The F. Ethics concern those acts that are in the area where Norms end and Laws begin. it is unethical. They are acts that are very unacceptable to large segments of society. If the act violates the standard.C. II.For the F. ostracizing. period! This is the Means must justify themselves view. but not sufficiently so to justify enacting laws and revoking citizenship rights over them.or Absolute Standards. This is the Ends justify the Means view. etc. . berating. 1.

The advertisement must deceive on a fact or information material to the consumer. c. stating no facts" (3) Courts and the F. b. There are five types of claims recognized by the F. . d. c.T. the fact or information must be likely to influence purchase behavior. (3) May apply to "mock ups" . (to prove a claim false) to advertisers (to prove a claim true)." (2) puffery . C. When ads are targeted to "vulnerable groups.C. 3. may require the advertiser to "affirmatively disclose" certain information in their advertising to make consumers aware of consequences. performance. Acting against the advertiser must be in the "public interest. judges the complaint from the perspective of an average member of that group. The reasonable person standard applies to most ads aimed at average adults. Affirmative Disclosure -The F.T. Legal Considerations for Advertisers 1. superlatives or exaggerations. the ad is deceptive. Subjective Claims (claims of opinion) (1) difficult to prove false because they may fall under the domain of "advertising puffery." b. will not hold an advertiser responsible for the "misconceptions of the foolish or feeble-minded." a. have ruled puffery is so common that consumers expect it. efficacy or price comparison. To be material.When a claim carries two meanings. vaguely and generally.C. Determining the truth/falsity of an advertising claim.2. b. Objective Claims (claims of fact) (1) usually most straightforward to evaluate (2) few complaints filed about objective claims b. The F. and one is false. the advertiser is liable for the misleading information.C."advertising (or other sales presentations) that praise an item to be sold with subjective opinions. (2) If a demonstration (proof) is falsified so that it supports a material claim. The basic requirement is that advertisers must have supporting documentation to prove its advertising claims are true.T.T.C.C. Programs to Battle Deceptive Advertising 1.T.devices made to simulate real objects. considers the public interest to be served if the advertisement deceives "a consumer acting reasonably.T.C." the F. Substantiation is required of all claims regarding product safety. This is a stricter standard of deception.C. conditions or limitations associated with a product. The F.T. Claim substantiation shifted the burden of proof from the F.T. 2. must look at the impression that is likely to be created by innuendo or the clever use of certain words or phrases. Who is the target? a. 2. and therefore no person acting reasonably would rely on it.The F. Implied Claims (claims of inference) ." B. e. Claim Substantiation (difference with affirmative disclosure can be subtle) a. a.C. Claims with False Proof (1) This category arose from television's unique ability to demonstrate products. Claims with two meanings .

CLAY September 2000. A second major criticism brought against advertising is that it is wasteful. Advertising necessarily emphasizes the consumption of material goods. such as advertising for alcohol and tobacco products and ads aimed at children. needs and of other more realistic ways of achieving self-fulfillment. however. It is a kind of promotional activity. Corrective Advertising .. A familiar criticism of advertising is that it debases the taste of the public by presenting irritating and aesthetically unpleasant displays. 8 Print version: page 52 . Exaggerated claims and outright falsehoods are the most obvious targets for complaints.. Advertisements often do not include much objective information for the simple reason that their primary function is not that of providing unbiased information. No. The difficulty with this criticism. Vol 31. As a result. There are some social and psychological effects of advertising. Other critics complain about the role advertising plays in creating a culture of consumerism. advertisement must often be intrusive. and offensive character of many ads.An advertiser found to have run deceptive advertising may be required to run additional advertising designed to remedy the misinformation carried in the deceptive ads. Advertising is widely criticized. Ethical Issues In Advertising ETHICAL ISSUES IN ADVERTISING Advertising is a paid non personal communication about an organization and its products that is transmitted to a target audience through a mass medium. strident and repetitive.3. To be effective. is that it is uncertain whether advertising actually has the large psychological effects the criticism attributes to it. people are led to forget the importance of their other. By REBECCA A. and are instead channeled into expanded material consumption. Cover Story Advertising to children: Is it ethical? Some psychologists cry foul as peers help advertisers target young consumers. followed closely by the lack of taste. Particular ads are also faulted for their use of excessive sex or violence or for presenting negative stereotypes of certain groups. personal efforts are diverted from non materialistic aims and objectives. More recently. Resources consumed by. irritating repetition. questions have been raised about the morality of specific kinds of advertising. more basic. which are more likely to increase the happiness of people.

who is also an associate faculty member at a clinical psychology training program called the Wright Institute. Kanner. BY REBECCA A. Thanks to advertising. he says. Berkeley. "The sheer volume of advertising is growing rapidly and invading new areas of childhood. ." says Kanner." "astronaut" or some other occupation with intrinsic appeal. CLAY Ever since he first started practicing. children have become convinced that they're inferior if they don't have an endless array of new products. Calif." For Kanner. the result is not only an epidemic of materialistic values among children. one explanation for that shift can be found in advertising. Now Kanner and several colleagues are up-in-arms about psychologists and others who are using psychological knowledge to help marketers target children more effectively. psychologist Allen D. has been asking his younger clients what they wanted to do when they grew up. like our schools. The answer used to be "nurse.Some psychologists cry foul as peers help advertisers target young consumers. but also something he calls "narcissistic wounding" of children. multi-million dollar project that's having an enormous impact on child development. PhD.. "Advertising is a massive." According to Kanner. Today the answer is more likely to be "make money.

mislead or exploit children for commercial purposes. The group will look at the role psychologists play in what some consider the exploitation of children and consider how psychology can help minimize advertising's harmful effects and maximize its positive effects.C. and helping the public develop informed judgments. "The whole enterprise of advertising is about creating insecure people who believe they need to buy things to be happy. improving the condition of both individuals and society.to 7year-olds gravitate toward toys that transform themselves into something else and why 8to 12-year-olds love to collect things. Last fall. Launch an ongoing campaign to investigate the use of psychological research in marketing to children. advocacy organization. In response. Urging APA to challenge what it calls an "abuse of psychological knowledge. Youth and Family Services) and other relevant divisions. Kanner and a group of 59 other psychologists and psychiatrists sent a controversial letter protesting psychologists' involvement to APA." . Amend APA's Ethics Code to limit psychologists' use of their knowledge and skills to observe. I don't think most psychologists would believe that's a good thing. D. Task force members will be chosen in consultation with Div. public statement denouncing the use of psychological principles in marketing to children. The letter calls marketing to children a violation of APA's mission of mitigating human suffering." says Kanner. There's an inherent conflict of interest..They're outraged that psychologists and others are revealing such tidbits as why 3. The group will also explore implications for public policy. "The information psychologists are giving to advertisers is being used to increase profits rather than help children. publish an evaluation of the ethics of such use. The task force will examine the research on advertising's impact on children and their families and develop a research agenda. a Washington. at its June meeting. who helped collect signatures for the letter. Unethical practices? The letter protesting psychologists' involvement in children's advertising was written by Commercial Alert. APA's Board of Directors acted on a recommendation from the Board for the Advancement of Psychology in the Public Interest and approved the creation of a task force to study the issue. 37 (Child." the letter asks APA to: • • • Issue a formal. study. and promote strategies to protect children against commercial exploitation by psychologists and others using psychological principles.

" says Curtis P. PhD. What Paine does have a problem with is driving psychologists out of the business. says Kanner. he says. he found many studies about how to make effective ads but not a single study addressing ads' impact on children. N. Teen-agers spend $100 billion. Paine has no problem with launching a dialogue about psychologists' ethical responsibilities or creating standards similar to ones used in Canada and Europe to protect children from commercial exploitation." Others who have read the proposal point out that psychological principles are hardly confidential. In an informal literature review. PhD. author of "The Kids Market: Myths and Realities" (Paramount Market Publishing. Take Whiton S. "Psychologists who help advertisers are essentially helping them manipulate children to believe in the capitalistic message. "We can't stop alcohol or tobacco companies from using the basic research findings and theories found in textbooks and academic journals. 23 (Consumer Psychology) and an associate professor of marketing at Ohio State University in Columbus. Children also influence another $249 billion spent by their parents. Paine helps Fortune 500 companies market to children.Advertisers' efforts seem to work. "People who have a lot less sensitivity to the unique vulnerabilities of children. who's left?" he asks. immediate past president of Div. when all the evidence shows that believing in that message is bad for people. he points to research done by Tim Kasser. Ill. Instead. worse relationships and less connection to their communities. 1999)." says Kasser." Driving out psychologists Psychologists who help companies reach children don't agree. "That's unethical. "The same issue exists for all sciences: the information is available in public libraries. an assistant professor of psychology at Knox College in Galesburg." The problem with trying to regulate the use of psychological principles is that "people acting in ways psychologists find objectionable probably aren't members of APA . As principal of a Philadelphia consulting firm called Kid2Kid. In a series of studies. According to marketing expert James U. "If you remove ethical psychologists from the decision-making process in an ad's creation. children under 12 already spend a whopping $28 billion a year. PhD. by giving him leverage when clients want to do something that would inadvertently harm children. The effect this rampant consumerism has on children is still unknown. McNeal. an assistant professor of business studies at Richard Stockton College in Pomona. Kasser has found that people who strongly value wealth and related traits tend to have higher levels of distress and lower levels of well-being.J. Paine. PhD. Haugtvedt. Such activities will actually help his business.

anyway. because of its misuse of the information that is presented to the public. they have had a policy guiding their choice of projects. "I don't agree with black-and-white thinking. But. His book "What Kids Buy and Why: The Psychology of Marketing to Kids" (Free Press. Acuff. president of Youth Market Systems Consulting in Sherman Oaks. he says. for example." Defining Unethical Practices in Advertising Date Published: 23rd June 2010 Author: Merek Salzman RSS Views: 776 PRINT ASK ABOUT THIS ARTICLE Ethics in advertising can sometimes be borderline between what is right or wrong. Daniel S. using advertising in a way that is misleading and uses false claims to get the public to buy the product they are trying to sell is unethical. This article will show what is seemed to be unethical in advertising. Since Acuff and his partner started their business in 1979." says Haugtvedt. "Psychology in itself is neither good nor bad. As a result. draws on the child development courses he took during his graduate schooling in education to advise such clients as Disney. they turn down assignments dealing with violent video games. what is as unethical advertising? Well. It's just a tool like anything else. such as snacks and sugary foods parents can use as special treats. The letter to APA fails to acknowledge that psychological principles can be used for good as well as bad. To Acuff. . Calif. PhD. He believes that having general guidelines as to appropriate uses and areas of concern would be beneficial to all parties. 1997) draws on child development research to show product developers and marketers how to reach children more effectively. Their work focuses instead on products that they consider either good for children or neutral. who received a copy of the Commercial Alert letter. There are rules and guidelines in place for the advertising companies to follow so they don't upset or offend any viewers. Hasbro and Kraft. the letter to APA is not only an "unconstitutional" attempt to limit how professionals make their living but also a misguided overgeneralization." says Acuff. action figures armed with weapons and other products they believe are bad for children.

because of its misuse of information. This may lead them into a wrong direction and buying a product that is not right for them. Just like advertisements in commercial or billboards. As children can sometime misrepresent and not quite understand what the ad is saying. which is done a lot in political advertisement. for example. However. Read more at http://www. When advertising towards children it should be clear what the product is and what is for.articlealley. gives false information and makes them believe that something is true when it is not. but the truth was there was no money received. There are ethical guidelines for problematic ads that can look an article. But. sometimes this is not always done. which is unethical. An ad in the campaign for the election between McCain and Obama used an ad with misleading information. By not putting the right amount of information makes the public believe something in a different way because of what has been said. Otherwise it unethical when this isn't displayed. on the internet.html?ktrack=kcplink Is It Unethical to Advertise to Young Children? In her review of Fennis and Stroebe's The Psychology of Advertising.Ads that are used in the political realm can sometimes be misleading and use false information or bend the truth to get the public to sway their votes towards them. However advertisement is constantly been shown for children like in campaigns for beverages and food in posters at schools and some debate if advertising in schools is unethical. An advertisement that is made should be able to identify what the targeted audience is. the internet has its own issues in advertising as well. Which should be avoided in advertising as it will eventually give them a bad reputation. especially under the age of 12. As they can sometimes promote untrue claims and when this happens it can have a negative impact on their product and brand. This can be considered unethical as they are giving false information to the public. Using out right lies in advertising is part of unethical advertising and doesn't follow the guideline practices that they have to follow when demonstrating a product to the consumer. Using advertising in this way is misleading and it shows that view the consumer as naive. interrogation of . Debra Merskin states: Just as other applications/appropriations of psychology have been under fire in terms of the ethical implications of using what we know to guide. they may not understand what an ad is and view it in a way that they are not supposed to. Lying about what the product.com/article_1615624_15. some might say that it is unethical to target children under the age of 12 as. Those ads can be misinterpreted with editorial content needs to be labeled. Such as. saying that a developer received $20 million in tax payers money. that is an advertisement.

there was no mention of psychologists involved in this campaign. Is it ethical to advertise products to young children? Adults have the cognitive and affective resources to defend against advertising. However. advertising. given that MacDonalds was so successful at selling to children and their parents. If the study of human behaviors is something social psychologists are best in.prisoners. informing advertisers of more precise methods of persuasion should raise ethical questions about the use of it to lower resistance to selling messages. Children are still developing these skills. to take their children to the restaurant for a ‘Happy Meal.e. through market survey/consumer research firms. A good number of Psychology students in Singapore actually look forward to joining the marketing.This question is especially relevant for products that may be considered unhealthy. who should we credit it to? Brilliant advertisers? Hardworking market researchers? Or should we suspect the involvement of social psychologists who led the field in human and social behaviors? Well. . companies who are eager to make money are bound to have a thousand and one ways to learn about consumer behaviors i. When we consider the issue of advertising to children here. Is it wrong to do so then? The issue of ethics seems grey in this realm.’ MacDonald was selling the image of good parenting because going to MacDonalds should be part of the happy childhood and a basis of good parenting. how big the font should be. from what I can recall from the book. MacDonalds was appealing to young working parents who were busy and often outside of the home. is it unethical for psychologists to help with these advertising efforts using their knowledge of attitude change or focus groups of children to develop ads that will be persuasive to that age group? : Comments Reading this entry reminds me of a book that I’ve read. advertisers and marketers of the MacDonalds brand targeted children AND their parents both at the same time. This was more a of effective method that what we are concerned about here. they should be allowed to work in places that appreciate their expertise and talent AS LONG AS THEY ARE NOT CAUSING IMMEDIATE HARM to anyone. what appeals to them. such as candy or fast food. consumer research field as these are places where they could utilize their knowledge of human behaviors. I’m pretty sure with or without psychologists in the field of Marketing and Advertising. I still think that everyone should have the freedom to work in places where their skills are most appreciated. the color ads should be in etc. and they are mature enough to make informed choices. In Fast Food Nation. Relatedly.

I abhore all marketing and advertising to any and all persons. It is abhorrent. Indulging every advertisement-related whim. Advertisers (and psychologists who are involved) have a responsibility to tell the . Posted by: Kay Thomas @ Alliant International University | Thursday. or maybe I don’t understand the extent of severity in this country. and the concerted efforts by others to conform. February 26. Posted by: jessie chua | Wednesday. because when the veneer of making workers happy is pulled aside. and its their responsibility to monitor how much and what kind of TV their kids are watching. Maybe I’m wrong. Obviously my ethical postion won't reflect that of other psychologists who hold neoliberal views. This is one perspective of how I view this issue. February 23. unethical to attempt to persuade persons through concerted intervention. 2011 at 06:34 PM I agree with Jessie--kids don't have any bargaining power. and in my view.For the fact that I am not an American. Posted by: jake Unsworth | Saturday. the true goal of improving employee productivity is manifest. I will seek to maintain my values in the face of overwhelming oppostion to them. to buy commodities: but such is the nature of a global capitalist regime. whine. if that is what they choose. 2011 at 01:49 AM Psychologists should have the option of being involved in advertising. February 24. the parents do. For the same reasons I refuse to work in the area of organizational psychology. and the way parents in my culture determine what their children gets. and tantrum turns the TV into the parent and demotes the parents to the level of third-rate babysitters. 2011 at 04:23 AM As a practicing counter-marketer. nevertheless. advertisement in any form (psychologists involved or not) seems useless when the child has no money or bargaining power to influence their parents to do something where the parents largely rules.

and imperative to the field of psychology. and not on how to make it work better. Advertisers put their products out there. people’s role as consumers. it is up to the parents to supervise their children’s exposure to advertisements. Therefore. So why is industry so afraid of mandatory restrictions on marketing to children? The obvious reason is money. “What are the psychological processes responsible for the effectiveness of advertising?” (Merskin. children are vulnerable. for example. however. of advertising. and asking questions such as. not necessarily on how to make the advertisement business more effective and lucrative. in turn. Heck. Psychologists should be more concerned with understanding the mental processes that occur while exposed to advertisements. both positive and negative. is extremely important. The technique and efficiency of advertising is grounded in understanding the mind. The fact of the matter is that children will be exposed to advertisements for probably the rest of their lives. and can be negatively swayed by advertising. March 14. pizza. Psychologists are trained to understand the mind and human behavior. Similar to previous posts regarding this issue. Researching unconscious processes that affect motivation and. by covering the packaging with kids’ favorite cartoon characters and placing ads during kids’ favorite television programs. Posted by: Jacqueline Nguyen | Monday. neither am I. but in the end each consumer has the option of using the product or not. With freedom of choice. Further. it is the parents’ responsibility to teach their children the implications. If you market brightly colored sugary cereals. 13-Sep-2010 Related topics: Regulation Kids are not going to stop liking chocolate. Time to embrace balanced kids’ marketing regulation 1 commentBy Caroline Scott-Thomas. you’ve got a better chance of profitability than if you market them to adults. comes responsibility. What other professionals specialize in this? I appreciate that The Psychology of Advertising places more emphasis on how and why advertising works. or fries. 2011). I don’t think it is unethical for psychologists to help with advertising efforts. 2011 at 10:41 PM Yes.truth about their products. but consumers also need to take responsibility for their actions. . ice cream.

high-sodium products and then trying to attract (increasingly overweight) kids by associating them with all they love best. . Click here Last week. a report conducted for the EU Pledge found that there has been a dramatic decline in the number of commercials advertising unhealthy foods and drinks to kids in Europe – but the greatest success has been in countries where self-regulation works together with government intervention.. Immunel™ is offered in a water-soluble dry powder for use in a variety of food and beverage applications. Tackling skepticism That’s where government regulation could help. better independent oversight could help consumer perception of an industry that’s viewed with growing skepticism. WHITE PAPER Immunel™ . Consumers are beginning to wonder whether there might be something deeply unethical about creating high-sugar. high-fat. the Children’s Food and Beverage Advertising Initiative was set up in 2006 after the Federal Trade Commission (FTC) launched a probe investigating industry’s marketing to kids. the EU Pledge aims to curb marketing of high-fat. In Europe. It was set up in response to a 2005 threat of EU-wide legislation. Both schemes have faced criticism for not having strict enough standards. the number and vigor of immune cells that respond to microbial and bacterial invaders. but represents much less of the market. Self-regulation in action It must be said that industry has made enormous strides in recent years to restrict its advertising of unhealthy foods to children but marketers still have a long way to go. In the United States. even though it counts some of the largest food and beverage manufacturers in the US among its members. high-salt and high-sugar products to children and represents over half of the European food industry’s advertising spend. It has a similar aim to the EU Pledge. Clinical studies have shown Immunel™ to rapidly increase phagocytosis.New Immunity Ingredient from WILD Immunel™ is a proprietary blend of milk peptides that support and balance total immunity. This isn’t about government telling people what to feed their kids – it’s about giving that role back to parents and taking it away from talking cartoon animals..But this approach is damaging the food industry. Although the packaged foods industry has consistently pushed for a purely self-regulatory approach to its advertising practices.

she had spent five years working as a chef. for example. Industry needs to stop trying to have its cake and market it to kids too. On the one hand. Probiotics. The action is lodged on behalf of all Floridian citizens that may have consumed Yo-Plus. this time General Mills’ Yo-Plus. . is one of several law firms that have mounted a similar action against another probiotic product. Regulation. Rudmin & Robbins. and alleges General Mills made misleading and unsubstantiated gut health claims about Yo-Plus using “unfair and deceptive practises”. there is steadfast resistance to any government-led initiatives to restrict marketing of junk foods to children. high-salt and high-sugar foods from appearing during TV programs designed to appeal to children in 2007. 28-Sep-2009 Related topics: Health claims. Ofcom. We will wait and see how successful industry self-regulation has been in the United States. Public trust in the packaged food industry is already low and this kind of confusion doesn’t help. Stoia. Gut health The legal firm that mounted the class action against Dannon that resulted in a $35m out-of-court settlement. kids’ exposure to advertising for unhealthy foods has plummeted since its advertising watchdog. Geller. Caroline Scott-Thomas is a journalist specializing in the food industry. Mixed messages However. and four other legal firms. banned high-fat. as industry strives to dodge legislation. the Federal Trade Commission is again seeking information from major food and beverage companies about the effectiveness of voluntary guidelines. General Mills sued over probiotic claims By Shane Starling. there has been vociferous support for Michelle Obama’s Let’s Move campaign to fight childhood obesity.In the UK. Probiotics and prebiotics. It’s time to embrace government intervention alongside other initiatives. Prior to completing a Masters degree in journalism at Edinburgh's Napier University. The action was lodged in a Florida court in March by Coughlin. Meanwhile in the US. and my guess is that there have been some significant improvements. On the other. many food and beverage manufacturers continue to put out mixed messages.

It seeks to make General Mills engage in a corrective advertising campaign. “reasonably likely to mislead the public”. and drinkable one-shot yogurt. return to consumers all monies earned from sale of the products. unscrupulous and substantially injurious to consumers”. behind Dannon’s spoonable yougurt. “flatly contradict” them. Yo-Plus contains the Bifidobacterium lactis strain BB12 and is one of the best-selling probiotic products in the US. 07-Jul-2010 . WHITE PAPER Immunel™ . Activia. Click here General Mills said it would not comment on ongoing litigation. some of them. the action asserts that it in fact.It says that General Mills’ claims were. it does not. “General Mills nationwide advertising campaign has been extensive and comprehensive.New Immunity Ingredient from WILD Immunel™ is a proprietary blend of milk peptides that support and balance total immunity. and was therefore. the number and vigor of immune cells that respond to microbial and bacterial invaders. Wrigley to pay millions over misleading gum claims By Shane Starling.. DanAactive. While General Mills said it had clinical backing for the claims. “immoral. The action notes that the National Advertising Division of the Council of Better Business Bureaus (NAD) had found in 2008 that General Mills’ Yo-Plus claims were not backed by the available evidence. Immunel™ is offered in a water-soluble dry powder for use in a variety of food and beverage applications. unethical. Clinical studies have shown Immunel™ to rapidly increase phagocytosis. It states that not only do studies conducted by General Mills fail to support the claims. punitive damages and court costs.. spending millions of dollars to convey these messages to consumers (…)” the action asserts. and in breach of both its contract with consumers and its warranties. The claims in question suggest Yo-Plus could regulate digestive health benefits that other similar products could not.

Timothy Blood. Probiotics and prebiotics. But the company was unavailable for further comment today about how it might amend those claims. Regulation. Paul Chibe. plant extracts. Phytochemicals.Related topics: Health claims. . Wrigley agreed to set up a fund of $6m (with another $1m added if needed) with consumers able to claim $10 each if they could qualify purchases of the magnolia bark extract-fortified gum. the number and vigor of immune cells that respond to microbial and bacterial invaders. from Blood Hurst & O'Reardon. denied any wrongdoing but settled to. Gut health. Business distractions In a statement Wrigley vice president and general manager of US Gum and Mints.New Immunity Ingredient from WILD Immunel™ is a proprietary blend of milk peptides that support and balance total immunity. Clinical studies have shown Immunel™ to rapidly increase phagocytosis. Immune system Mars-owned Wrigley will pay consumers up to $7m after settling a class action that challenged its right to claim its Eclipse gum was. Coverage of that study can be found here. Class actions against General Mills probiotic yogurt Yoplait YoPlus were pending. "scientifically proven to help kill the germs that cause bad breath". “prevent further distraction to its business”. WHITE PAPER Immunel™ .” he said. “There seems to be an upswing in functional food claims that are unsubstantiated due to the lack of a pre-approval process in the US. Probiotics. said his firm was engaged in actions against what he called a proliferation of “junk science” backing claims. Wrigley conducted a trial published in the Journal of Agricultural and Food Chemistry in 2007 that showed magnolia bark extract removed about 20 times more of the germs that cause bad breath within half an hour than placebo mints. The gum giant also agreed to amend the claims and pay all costs associated with settling the action that was brought by the same two legal firms – Blood Hurst & O'Reardon and Robbins Geller Rudman & Dowd – that won a similar class action against Dannon over probiotic yogurt claims last year. said the company stood by its science.

There isn't any publicly available information that indicates that either the FTC or the FDA have or are conducting investigations into these claims or the behavior of Wrigley. so while some companies will fight. File under d'uh: Woman sues Nutella for not being healthy Rosie Schwartz is all for corporate transparency around food . notwithstanding the fact that a food (gum) was making a drug claim. others. “Defending a class action litigation is extremely burdensome. Shapiro. will decide to settle. added companies needed the highest level of evidence if they were going to make such claims. for a variety of reasons. Ullman. from Ullman.. said he was not surprised Wrigley had agreed to settle. Marc Ullman. “The most notable aspect to this matter is that it is another example of the important role non-governmental forces play in the overall regulation of false and misleading advertising. "Its another example of the rise of class actions involving advertising and labeling claims for food and dietary supplement products.." The settlement is subject to approval by the US District Court for the Southern District of Florida.. but says the responsibility for this one's all on us . a Washington DC-based advertising and labeling attorney at Manatt Phelps & Phillips. a partner at Greenberg Traurig.” said Colorado-based attorney.Immunel™ is offered in a water-soluble dry powder for use in a variety of food and beverage applications.” New York-based attorney.. Burdensome Ivan Wasserman. “The filing of this lawsuit and the large settlement again rings a loud alarm that every company should carefully review all messages on its product labeling and advertising to make sure that it has support for the health-related claims and that the claim is not conveyed to the consumer in a misleading way.” he said. and that Wrigley had decided it was better to settle than take the matter before a jury. Click here Industry observers said the action highlighted how difficult it was to make claims that boasted of “scientifically proven” effects. James Prochnow.

(You can read the whole document here." It goes on to say that she could not have discovered the company's deceptive practices earlier because. But in this case. The lawsuit document states "the "plaintiff is not a nutritionist." As regular readers of this column probably know. a San Diego mother has initiated a federal class action suit against the makers of the spread Nutella. I have to say the responsibility lies with the consumer." In the lawsuit. like nearly all consumers.) Also see: • • • Bing: Worst "healthy" foods Last week's Enlightened Eater: Fountain of youth: Science-backed anti-aging tips Follow Enlightened Eater on Facebook! Though nutrition fact boxes can sometimes be complicated. food expert or food scientist. she is a lay consumer who did not possess the specialized knowledge Ferrero (the manufacturer) had which otherwise would have enabled her to associate high levels of saturated fat and refined sugar with disease. she decries the "dangerous levels of saturated fat and processed sugars" in the chocolate breakfast spread and calls it "the next best thing to a candy bar. she does not read scholarly publications describing the negative impact of some of the ingredients.iStock File this under 'give me a break': As you may have heard last week. I am all for putting the onus on corporations when it comes to disclosing the nasty nutritional details about their food products. for deceptively advertising the chocolate spread as a "nutritious and healthy breakfast. this is one case where just a basic knowledge of healthy eating would have revealed the product to be not so .

" So how about taking some responsibility for feeding your family right and making smart food choices. the very committee that Health Canada put together to strategize about how to reduce the sodium intake of Canadians (read my column on the problem with inaction on sodium here).for all Canadians. Being able to check out a menu board that lists nutrition information is a start. nor should they be when a regular Happy Meal with fries instead of salad and sugar-laden soft drinks over low-fat milk translates into extra pounds for junior. cocoa. While I believe consumers need more transparency around the nutritional details of storebought and restaurant products. While watching a children's show. hazelnuts. the least the woman would have readily seen that the product was mostly sugar and fat. The ingredient list reads: sugar. While it's true that individuals do need to take responsibility for their shopping choices. she got her first lesson in food marketing as I explained how ads work. That day. And it seems they've yet once again dropped the ball on a critical issue: they recently disbanded the Sodium Working Group. Parents shouldn't be surprised when feeding their kid chocolate for breakfast turns out to be not so healthy. lecithin as emulsifier (soy). Clearly this San Diego woman relied upon advertising and never bothered to look at the Nutella jar itself."nutritious and healthy. She raced over to me to excitedly let me know the "good news" as she wasn't allowed to eat these cereals for breakfast. palm oil. we also require a wholesome food supply from which to choose. vanillin: an artificial flavor. As ingredients are listed by amounts . there's no excuse for not reading ingredient lists and nutrition information boxes on food packages. As consumers. I don't think we can cry victim any time a marketer tries to sell us a product based on claims that will make it attractive. let's make a deal: Give Canadians the tools to make healthy eating choices and the food selections to make it a reality and you'll save a whole lot of money . Having standardized serving sizes on food packaging is another necessity . reduced minerals whey (milk). But here's where help is needed and not just for parents . skim milk. If healthy eating is the goal.A. she heard an ad about a high sugar cereal that could be "part of a healthy breakfast". Who has the time or the desire to do the math standing in your supermarket aisle? We also need a government that places a priority on healthy eating. But Health Canada has been M. Health Canada.I. And never before have we had food choices that are so packed with sodium that trying to achieve recommended levels can be almost impossible unless you cook from scratch every night. rather than just listening to the message marketers want you to buy? My older daughter learned about food marketing when she was about three years old. we need to take some responsibility for what's on our plates too.the first being the largest and the last.otherwise you may need a calculator to compare various products to find the best one. on their promises on trans fats for over a year.

one of my French teachers — a person whose opinion I trusted without question — told me that Nutella was. That was the first of two "Give Me a Break" columns . we Canadians need to do a better job of taking ownership of our own eating and not being so surprised when a product laden with sugar and fat turns out to be anything but healthy. Chocolate for breakfast? That's just the half of it! A Mom Sues Nutella Maker For Deceptive Advertising Feb. 10. essentially.in the process. For years I clung to the belief that the chocolatey hazelnut spread slathered on bread was a good-for-me meal. 2011 | Whitney Blair Wyckoff | National Public Radio Andrea Williams/Flickr (Creative Commons) Mini Nutella brownies. nutty spread stands by its product. A California mom is part of a lawsuit that claims the marketing of Nutella as a healthy food is misleading. The maker of the chocolaty. Share: Mail Print Comment (45) Web Resources • Tiger mom? Helicopter dad? What's your parenting style? Tell us. When I was in high school. In return. French peanut butter. When friends called me crazy. it only took a quick Google search to .stay tuned for part two with more ridiculousness next week.

Half the 200 calories in a two tablespoon serving come from fat. Hohenberg's perception changed. Hohenberg wasn't available to speak with us herself." Hohenberg's lawyer Ronald Marron told Shots. "They seemed pretty outrageous. and return money the company earned from "any wrongful act or practice." Marron concedes there will be critics of the suit. I took special interest in the case of Athena Hohenberg. That's when she learned from friends that. which tracks food advertising. the stuff tastes like chocolate. the company that makes Nutella. a bowl of Fiber One? Perhaps because I had spent so many years blithely eating Nutella and toast for breakfast. but she said Ferrero stands behind its product. Hohenberg's lawsuit seeks a stop to Ferrero's marketing of Nutella as being "healthy. A glance at the the Nutella label would reveal the first ingredient is sugar. say. The discovery shouldn't have been much of a shock. "Some people might thing that this lawsuit never should have been filed. But we want to hold foodmakers accountable. I suppose. the director of marketing initiatives at the Rudd Center for Food Policy at Yale University. Ferrero spokeswoman Elise Titan wouldn't comment on the specifics of the lawsuit. And how could something that tastes so good be as healthy as." But last December. saying." she tells Shots. Marron says look no further than Nutella's website. He and Hohenberg aren't the only ones to question the Nutella marketing messages. . says her organization noticed the Nutella ads in question about six months ago.learn that even though you can find Nutella in the peanut butter aisle. The California mom alleges in her legal complaint that she fed her 4-year-old daughter Nutella after seeing ads that represented the spread as "nutritious" or a "healthy breakfast. how could a mom mistake the spread for health food? I mean. the named plaintiff in a proposed class action against Ferrero. Harris says that food companies highlight the positive aspects of their food — and they don't communicate the bad things. adding that there are health benefits associated with eating chocolate. Jennifer Harris. "So does Ovaltine. Among other things." run corrected ads to inform the public that Nutella isn't healthy. it isn't exactly a straight-up nutritional substitute. as her complaint says." Nutella contains 21 grams of sugar per serving. followed by palm oil." To see some of the health claims. "Nutella was in fact not a 'healthy' 'nutritious' food but instead was the next best thing to a candy bar. Not withstanding my own youthful Nutella experience.

. just like Peanut Butter. the hazelnuts or the skim milk in Nutella.. which is 5 teaspoons of sugar.npr."The main problem [with Nutella] is it has 21 grams of sugar.S.S. Join our community: Like KPCC on Facebook and follow us on Twitter to get updates and talk about the day's news with other fans." Instead. a big tablespoon of the stuff curbs the hungry-horrors until mealtime!!! Stacey 3 months ago . Marron says he expects that the court will decide whether to certify the case within a year unless there's other filings. visit http://www. Copyright 2011 National Public Radio. "That's obviously not healthy.. Related Stories • View this story at NPR U.!!!!! Besides. the company focuses on the low sodium." she says.org/. To see more. News • • • • McCain: Torture did not lead to bin Laden death Growing number of California Democrats and Republicans want troops out of Afghanistan Senate Democrat: Big oil doesn't need tax breaks Why Doesn't The Fat Rat Want To Go Out And Play? » MORE U. NEWS Comments Jean 3 months ago Link to this comment BUT IT'S SOOOOOOOOOOOOOOOOO GOOD." she adds. "This is one reason the public health community thinks there needs to be more regulations over what is allowed to be promoted as healthy.

Good Lord. grow up. why would Nutella be any different? madchemist 3 months ago Link to this comment Marketing is marketing. I think we all have seen plenty of cases of companies skewing information to their advantage. All you have to do is read the nutritional content to know what you are eating. Just another example of people being stupid and wanting to blame anyone else except themselves. she too believes everything she sees on tv ads! That is why we have food labels! And why attack Nutella. If the mother does not think it is good for her kids. let's take a look at most of the foods aimed at kids for breakfast. People should take the time to learn about the product (even simple things like reading the label!) before assuming that all information in the ad is correct. it would be a wonder if they aren't all bouncing off the walls! That said. And by the way. there's nothing better than a snack of nutella and toast. don't give it to them. Irene Adler 3 months ago Link to this comment Amen!! What ever happened to personal responsibility? It's hard to believe that anyone would just blythly accept whatever the advertisers want. emsmithery 3 months ago Link to this comment Why in the world would our courts allow such an abuse of the time. Bamamama 3 months ago Link to this comment This Mom is like my 8 year old daughter. Yet another case of our some idiot in our litigous society who'd rather blame someone else for her failure to turn the damn jar and read the back.Link to this comment Seems to me that this is a case of an uneducated consumer. .

which is unethical. Great for breakfast! Try this--you'll love it!!! Less fat than most of the mundane nutrition bars.5 grams of fat. sugar. Kind of like "light" cigarettes. Diana 3 months ago Link to this comment A slightly-less tablespoon of Nutella (4-5 grams of fat and 100 calories) spread on a toasted low-fat Eggo waffle (1. That being said.peanut butter isn't that healthy either. and vegetable oils. The first ingredients are corn syrup. but the commercial is total crap. But have you ever read the ingredients on a jar of Jiff? That's pretty scary. the most that will probably come out of a case like this is a change in marketing practices. Nickle Pickle 3 months ago Link to this comment So if someone told this woman to jump off of a cliff she would do it without thinking? It worries me to think what else she provides for her 4 year old child without checking the facts! jim 3 months ago Link to this comment Why doesn't "personal responsibility" extend to the company making money from its false claims about the healthful nature of Nutella? . john 3 months ago Link to this comment It is so freaking good. it can be misleading to some people.25 grams of fat and 70 calories) with sliced bananas on top is a nutritious meal with around 6.

Your child should be suing you for being so naive!! Cheryl 3 months ago Link to this comment Do visit the Nutella website and read what their diet guidelines suggest. the company could also have "just not lied".Only a handful of people review and research the ingredients on the food labels of certain food products.this is a perfect example why the "few".d.{{{Sarcasm}}} eating a bowl of confectioners' sugar is not a good idea. it is my responsibility to select and choose the right foods that are healthy & best for my child not a company that's selling a product. child health.While the Mom could certainly have "just turned the jar around". dairy. and parenting. If a little Nutella on whole wheat toast will get a child to eat a balanced breakfast (fruit.k etc. PS: spread Nutella on fruit (apples. What is wrong with you?? Is television raising your kid or are you. Laseaux 3 months ago Link to this comment In my opinion.". whole grain.. bananas) for a lovely treat! susan 3 months ago Link to this comment .but the commercial said "it's healthy and a good source of vitamin c.pay for the "many" regarding healthcare. Wither 3 months ago Link to this comment Okay you really have to be out of your mind to even believe a commercial these days and let alone a claim in regards to something that looks like chocolate and is especially delicious on a piece of wheat toast is healthy. pears. As a mother. good fat) then it is doing its job! The only good thing about suing Nutella for false advertising is the conversation it generates about nutrition.

does liability become you're responsibility. I love the stuff. While I agree we should alway be aware of what we are feeding our children.. giving a free rein to this kind of situation.parenting has become the responsibility of everyone BUT the parent! Jim 3 months ago Link to this comment . Problem solved.. people would rather just let this kind of stuff go. READ the labels people!!! You see SUGAR listed on it.. Take responsibility as a parent and look at that stuff before feeding it to your kid. lies to you about the side affects of a drug.. According to the majority of the people commenting here.. CONSUMERS need to share in the accountability. why does that justify a manufacturer of being able to lie in its advertising? If you were blind and unable to read and research on your own.. Everyone needs to be held accountable for their actions and honesty in advertising is a must. With what legal counsel costs and the loop holes we are forced to deal with. it's NOT healthy! Seriously... because regardless of what he said... John V 3 months ago Link to this comment It MUST be healthy because I read it on the internet! LOL At some point.. you should have researched it for yourself? We do not want to make people responsible for themselves in todays society because it's to big a fight these days... Lisa 3 months ago Link to this comment People are so quick to blame others. we should excuse the company in question of lying and be expected to research on our own. And we wonder why our children has so many issues today..why? It has a ton of SUGAR in it. Period. But would NEVER think to feed it to my kid if I had one. shouldn't you be able to take a company's commercials word because you can hear it? If a Dr.. They do not force you to eat it or buy it. I can't handle these people who feel the need to waste time and money blaming a company for making you want to eat their tasty and sugary product....It's easy to see what's wrong with the world today simply by reading these comments. Throw this lawsuit out and ban the lady from purchasing the product.

No wait.NO! So. Every product is shown to be good or tasty or healthy or whatever. haitain earth quake. 3 months ago Link to this comment This is obviously the fault of George W. Go home or stop at the convenience stores to get their junk food! My granddaughter is 3 & she has never had one drop of soda! She loves her juice & milk! We hope to keep it that way as long as possible! Hey! We would love to give her some good old Chef Boy R D ravioli.Tsunamis. Companies want you to buy their product. Northeast storms.. trojan wars... slavery.Both the mother and the lawyer bringing this ridiculous lawsuit should be dipped in a vat of Nutella and tied to stakes atop a fire ant mound. Christi Emerson 3 months ago Link to this comment It's amazing to me that people don't understand what advertising is all about. let alone the courts! sgt. As long as the companies don't state an outright falsehood about their products. We are supposed to be smart enough to know that we aren't being told the whole truth. Just like the holocost. we put our energy into getting rid of the soda & snack machines in schools! Kids are there to learn. there is not much we can do about the way they advertise. so they tell you the good things about it. And they either gloss over or don't mention the bad things. but with the sodium being something like 900 mg per serving? Um. see~read the label! Easy as that! This isn't a frivolous lawsuit~it's an idiotic lawsuit! Shouldn't even reach ANYone's desk. Gas prices. Unbelieveable . Trouble in egypt and our 14 tril. Its all nutella's fault. debt. LoyallyLOST 3 months ago Link to this comment How about INSTEAD OF taking these people to court. It is our responsibility as consumers to look at the fine print and do our homework to find out what the product is all about.

And if you want to be bad and eat unhealthy once in a while. Its up to us to make the smart choices. much less an epidemic. you can make healthy snacks with Nutella. Did she complain to the company and they told her to go pound sand? Did she vet her position with consumer protection groups? I think it sounds a bit suspect that she seems to have just hired a lawyer and ran to court to file suit. They probably go through 10 bottles per capita of this stuff in France. just to avoid our sue happy lazy selves! Nut(e) Lover 3 months ago Link to this comment Advertising is and always has been a practice of thinly disguised deception. As others in the thread have noted. What company in its right mind is going to spend money telling you about its 'average' products that aren't all that good or bad for you? Not one. I fear for your ability to take care of your children. 3 months ago Link to this comment I wonder if she complained to the FDA or any state or federal regulating agency regarding truth in advertising before filing suit. As with everything.. so be it. Wake up my fellow whiny Americans! You are responsible for yourself.Have we stopped taking responsibility for EVERYTHING!? Perhaps next we will see representatives from each company at the grocery stores informing us personally of the nutritional value each time we touch one of their items. and unless you can accept that. As long as it's not on a regular basis. we can't READ! Food items DO have nutritional labels on them. Patrick D. in moderation.3 months ago Link to this comment Then Don't Eat It if you feel it is unhealthy. wowser 3 months ago Link to this comment Are we that incredibly lazy/ignorant that before we actually purchase items. and I don't see them having an obesity problem. . I'm tired of everyone wanting to regulate what we Eat..

who are they suppose to believe. do you THEN decide to attack for deceptive advertising?The ingredients are clearly listed so why didn't you research to see if it really WAS SAFE?!?! Why? Because it was advertised as safe!! This product is advertised as being of nutritional value... A glass of skim milk. and don't depend on the TV to tell you how to parent! lmartink 3 months ago Link to this comment Susan. . Nowhere does it advocate that the stuff alone is healthy. And the commercials. suggest that it is to be used as a part of a healthy breakfast . Moral of the story: be a responsible enoguh parent to read the label befire feeding it to your child.... which there is. and its not. as I sit here reading the Nutella jar... It contains actual hazelnuts. but then eats the paint off.what do you tell them? "Well that's a lie that they are allowed to tell?" What a great example for our kids! This is about FALSE advertising . while not completely on front street with the ingredients.. perhaps they do deserve to be admonished and have their hand slapped or worse. orange juice and whole wheat toast with Nutella..not whats in the damn product! Angela 3 months ago Link to this comment Iti s NOT false advertising if there is some nutritional value to the product.. Susan 3 months ago Link to this comment This is not about what's in the stinking product!!!!! We all know we can read the flipping label as long as we are not blind!!! This is about misrepresentation of the product!!!! Why is this so difficult for people to comprehend? If a cleaning product advertises it is safe to use on painted walls.And that some people seem so "outraged" at Nutella's false claims..so when your kids argue that the commercial says it's nutritional and you say it's not. but think about the millions of parents who are allowing their kids the 32 oz sodas (and more with refills!) at fast food places with its 8 tablespoons of sugar and worse every single day.. And i would rather that my two children learn to not be duped by the hype rather than seek revenge because they believed it. they give an example of a healthy breakfast.

why don't people sue over Fruit Loops with toast and a bucket of OJ being "part of a complete breakfast". They know that fat and sugar equals a treat. though.. Italy must think we're morons. the jar does have the required label and if any parent is responsible. How it it any different then pancakes with syrup. It's no different than peanut butter. The Palm oil isn't hydrogenated. Why aren't they sued at every turn? Now. they will take time to read it and know what they are feeding their kids. We buy lies from politicians every day. or toaster strudel.which is why the Italians look so damn good! It's more nutritious than all of the sugar laden cereals targeted towards children. not looking to be a beneficiary of a nanny state. Nuts are good for you in that it's a healthy FAT. When has this not been true? It's hazelnut butter with cocoa in it. Remember what that is!!!!! Michelle 3 months ago Link to this comment Where so all these brainless people come from? She's suing because she's a money grubbing sow. I don't particularily like the stuff.not corn syrup Real hazelnuts and chocolate. When I have kids.Bart 3 months ago Link to this comment Personally. you have to admit it's not doing things halfway. of carbs and calories.. .they will get this when they don't get homemade food. Both very healthy. The Extra sugar isn't that great. Thomas 3 months ago Link to this comment This is "real" food. It is complete. How stupid are people? Nut butters are FAT. She could exercise her right to not buy it. Real sugar . that would be a judicious use of the legal system. However. pop tarts or sugary breakfast cereals? I am baffled? BTW.

that everyone is supposed to fall over themselves to make the way for your little angels. Try to figure it out. you look ignorant. The company should countersue her for defamation.Michelle 3 months ago Link to this comment Susan. All these Monsanto run food conglomerate does is lie. BTW. not French! It has real ingredients in it. Now for those people making an informed choice and desiring to use the product. You must be one of those mothers that thinks the world owes your brats a favor. and then we are blamed for being fat. It is destroying our nation. Don't people have anything better to do than harass a company that has been around for 60 years? I had Nutella since the early 80's my mom is Austrian and people have it for breakfast. it's Italian. i suggest suing the milk and dairy asso for saying milk is great for you. Enough already. act like it. it's obviously healthier than American breakfast because there aren't many fat asses in Europe. Nutella didn't lie about the ingredients. And so much other bullcrap. Eating organic is not a mental illness. they get to pay an inflated price to cover the cost of legal expense defending themselves against one woman's stupidity or lack of effort to make an informed choice. but 2 tablespoons of the stuff on whole wheat toast isn't going to kill you or make you fat. Is it a health food? No. . Amber 3 months ago Link to this comment I grew up on Nutella and first of all. People need to learn to read labels and be held accountable for their own food choices. not chemicals. and make better choices for your kid's nutrition.but that is what the AMA asserts. You really need to educate yourself. If you want to talk about false advertising. they printed them on the label for anyone to see. go natural new dot com and get on the damn clue bus. or that fluoride is healthy but was invented as a bioweapon. they put tons of toxins on food and the body doesnt' know what to do with it so it gets stored as a fat cell. you are responsible for your kids. Have a mind of your own and don't go buy something because an ad tells you to! Sue happy idiots!!!!! Brent 3 months ago Link to this comment We have got to get over this litigious nonsense. I'm sick of people blaming everyone but themselves for their kids being fat! You're the parent.

Go Nutella we love you.sure. Maybe the educational system should be sued for not teaching people to think critically/evaluate products and information for themselves. and they don't claim it to be a health food. russ 3 months ago Link to this comment Now someone is going to tell me that Lucky Charms are not healthy.M Akers 3 months ago Link to this comment My 31/2 year old grandaughter loves Nutella on pumpernickel bread and we eat it every morning with fresh fruit. It does not say IT is nutritional. Reality is that common sense and responsibilty all fall on us as individuals and the lack of taking that responsibilty into our own hands is no reason to sue anyone. And yes. She is a skinny little thing and I am 65 and weight 132 lbs. I just hope Nutella sales go up because of this. Being a victim of your own ignorance does not give you the right to attack other. that is plain comment sense. Eaten in large quantities everyday is probably not a good idea. Sam 3 months ago Link to this comment The advertisement says. Just part of a nutritional breakfast that they show with the product being served along side. Tracie 3 months ago Link to this comment Ridiculous lawsuit. dang. A large portion of people were duped years ago into thinking smoking was actually good for you even when you take the first puff you cough violently. More kids should eat it instead of sugar cereal. You should know what you are putting in your mouth and take responsibility for it. it really can part of a balanced breakfast when you team it with whole grains and fruit. . Can it be part of a healthy breakfast. "Part of this nutritional breakfast".

. Which is does. but my children and husband get a hot meal every morning. Nutella would be the least of one's concerns. Bend the rules to make it fit your situation. Hey. coffee beverages. if you're ever in Bologna check out the Nutelleria there. It's Chocolate! What is going on here? What sort of morons are we indulging who need neon banners to tell them Chocolate spread may not be an ideal breakfast for their children. Maybe I should sue someone for the burn on my finger I got when I was removing biscuits from the oven. All things awesome Nutella. When you get fat from tasty Nutella crepes. What ever happened to a hot breakfast for your children? I work. For the rest of you non-morons with the capacity to recognize the wonder that is Nutella. Dumb 3 months ago Link to this comment Its not false advertising. Yet it has nutrition just not what I would consider GOOD NUTRITION. they contain milk and grains. and waffles. All food has some sort of nutrition. It is up to the consumer to decide what is GOOD nutrition and BAD nutrition. Nothing but over processed carbs. Between the soft drinks.what's a tablespoon of Nutella going to hurt? She's probably the same kind of Mom that allows many of these items for breakfast. Sam 3 months ago .Sam 3 months ago Link to this comment As a teacher I see the children coming to school eating all sorts of garbage. sundaes. Kids Cereal is part of a "nutritious breakfast" How many times do we hear that yet cereal is probably one of the worst things to eat. ne jaun 3 months ago Link to this comment It's chocolate! It's delicious. This woman is profiteering idiot. feel free to sue me. powdered sugar doughnuts. oreos and ice cream in the warmer months. They state it has nutritional value..

Link to this comment So much of the population has become so lazy that they want everything spelled out for them. it is NOT nutritional. Avoid it. You know what happens when you assume? Well I believe she is making a pretty big "one" of herself. Unless the ad had stated. Sugar is Death 3 months ago Link to this comment Sugar is the Devil. Mariam 3 months ago Link to this comment If she is this ignorant I can not imagine the attorney that has agreed to file this lawsuit against Nutella Mohamed 3 months ago Link to this comment Spread the Nutella between two pieces of cooked French toast. Michelle. jury. And serve to Judge. and both plaintiff and defendant's attorneys. If saying "Part of a nutritional . That should smooth things out. chickenfog 3 months ago Link to this comment Please don't yell or call names (Sheeesh. She will promptly drop her suit. It should be illegal to LIE and no. Place back on the griddle until slightly warmed. relax) but I must say I agree w/ Susan. not fat. Let's hope the "powers that be" are too smart for her hideous lawsuit. do not give it to that mom but make sure they all enjoy it in front of her. Save one on the side. "We are full of sugar and fattening" then they just listen to part of the ad and assume the best.

"Donuts. Yes. and that is the point. man that stuff is delish!) and that it tastes good. And the odd thing is they don't need to: the stuff sells itself. . she's trying to make a logical argument that it should not be legal to lie. part of a nutritional breakfast" seems so wrong. just leave the nutritional nonsense out. Susan isn't ignorant. it's heaven.meal" is OK then advertiser could say it about ANYTHING. say it's yummy yummy. And they ought to leave it there. Say it's delicious. the company should tout the fact that its product is good (heck.

Sign up to vote on this title
UsefulNot useful