Responsibilities to

consumers
Consumerism
Is a movement to protect consumers from the
products they buy and use.
PRICES
 Psychological factors are entering into the
price-setting equation.
What is a just price?
When we speak of just price, ethicists usually
have in mind commutative justice, a name
derived from the exchange of goods.

Commutative justice-refers to what is fair and

proper in return transactions between
individuals, groups, or organizations.
 Every purchase involves an implicit contract
between buyer and seller whereby the parties,
in theory starting equal, agree to exchange a
commodity for a certain price.
News on Rappler.com (Sept.04, 2014)

“Sexy captions removed from Bench Billboards-

MMDA”
1. Do you agree/disagree with the statement
of Francis Tolentino-former MMDA
chairman that “we cannot afford this kind of
profane language being used in billboards
to go unabated because this might lead to
the breakdown of the morals of the public?”
Support your answer.

2. Evaluate Mr. Tolentino’s call on the

advertising industry to exercise “self-
regulation” and “prudence” in coming up
with advertising signs.
3. “Tolentino said he took action after Catholic
bishops called his attention to the matter.”
What do you think is the role of the church and
religious leaders in the world of the advertising
industry?

4. Or can we trust those in the advertising

industry in exercising their creative freedom?