Ethics Presentation

●Deceptive Advertising Campaigns’ impact on audience/society

●By Farida Elmaghraby

● Launched in 2007, Lumos Labs is an American incorporation ran by
software researchers, developers and publishers to help improve
consumer’s core cognitive abilities.
The company offers online training programs to allegedly help target
certain brain areas for better memory, attention, speed and more
qualities.
Lumosity is one of Lumos’ allegedly brain training and improvement
platforms.
● According to the FTC (Federal Trade Commission) the claims were not backed up
by any scientific evidence.
On January 2016, the creators of the platform were accused of creating deceptive
brain health ads and accordingly, Lumos was fined a $2million penalty.
The inc. was shamed for deceiving the consumers with “unfounded” scientific
claims.
Ethical dilemma: The corporation chose to present
inaccurate/misleading information to their audience vs
providing truthful content
However, the application is more of a game app than a
doctor’s method. So:
Is the application Lumos has created (Lumosity)
considered ethical?
Since many other platforms choose some
inaccurate terms to attract audience
towards their product/service, is what
Lumos done with their application really
considered decievement? Why?
Eg. Tinder is an app that advertises about
finding love when it’s not guaranteed.
Shortly after the
accusations, the media
and audience backlash.
Why?
 Ethical values
Duties broken
broken
● Duty to audience
● Duty to society
● Disrespecting and misleading
audience via inaccurate data Duties preserved
● Authenticity
● No equity or balance of information ● Duty to employer
Conclusion

● Since then, Lumos have lost their loyal consumers’ trust due to
the deceptive claims.
● The Inc. is no more trusted as a source.
● Lumos have proven to be not socially responsible or aware of
the society.
AP stylebook

● Use the modifiers anti-abortion or abortion-rights; don't

use pro-life, pro-choice or pro-abortion unless they are in
quotes or proper names.
● Moreover, Avoid abortionist, which connotes a person who
performs clandestine abortions.
 References
Federal Trade Commission. (2016). Lumosity to Pay $2 Million to Settle FTC Deceptive Advertising Charges for Its
“Brain Training” Program. [online] Available at: https://www.ftc.gov/news-events/press-releases/2016/01/lumosity-pay-
2-million-settle-ftc-deceptive-advertising-charges [Accessed 19 Feb. 2020].

Finley, K., Finley, K., Simonite, T., Joyce, K., Thompson, C., Thomas, E., Cooke, R. and James Temperton, W.
(2016). Feds Slap Lumosity with Fines for Deceptive Ads About Its Games' Powers to Keep Your Brain Healthy. [online]
WIRED. Available at: https://www.wired.com/2016/01/ftc-hits-lumosity-with-fine-for-deceptive-brain-health-ads/
[Accessed 19 Feb. 2020].

Heilpern, W. (2016). 18 false advertising scandals that cost some brands millions. [online] Business Insider.
Available at: https://www.businessinsider.com/false-advertising-scandals-2016-3#lumos-labs-said-luminosity-could-
help-prevent-dementia-8 [Accessed 19 Feb. 2020].

Walters, J. (2016). Lumosity fined millions for making false claims about brain health benefits. [online] the
Guardian. Available at: https://www.theguardian.com/technology/2016/jan/06/lumosity-fined-false-claims-brain-training-
online-games-mental-health [Accessed 19 Feb. 2020].