MARKETING ETHICS AND CORPORATE SOCIAL RESPONSIBILITY

Ethics are moral principles and values that govern the actions and decisions of an individual or a group.(Berkowitz, 2004) This involves values of right and wrong. So why does a marketer need ethics? Ethics is not reserved for religious leaders but business leaders as well.

What does ethical marketing look like? For starters its truthful communication. Are your brands delivering the value they promise? Are you honest in your relationships with your customers or distributors. This is to remind us that not all unethical practices are illegal. That bucket night where consumers drink themselves to stupor all in the name of driving sales. Hello my sales men.

Deceitful advertising you know what I mean. However, matters of ethics have always been up for debate. Most times society has a clash in values and principles. Not to forget the financial obligations that the companies have to their shareholders so most times its a thin line between doing what is wrong or right. Sales people are always under pressure to close a sale and they are forced to deceive. The forms of deceitful selling are; exaggeration , lying and withholding important information.( we know the sectors that do this)

Product safety is the center of all ethical issues because a lot of these go into consumers bodies causing harm. The tobacco industry has done a good job showing the outcome of their products to the life of the consumers. How about the sugar in all the drinks on the market? I once read that Consumers put McDonalds on pressure to give them healthier options on the menus. Are we even going to address the Genetically Modified Foods on the market?

Price fixing is an anticompetitve practice associate with marketing where two or more companies collude to force up the price of products. Fortunately Uganda has a competition Act which aims to create a level playing field by regulating anti-competitive practices such as price-fixing, collusion, abuse of dominant market positions and anti-consumer behaviour. By curbing these practices, Uganda hopes to foster an environment where businesses, both large and small, can compete on fair terms, ultimately benefiting consumers through lower prices and greater choice. (African law Business)

Slotting Allowance is a form of unethical practice. Have you seen visibility wars in the market where one player is seen on the shelves compared to others? That is unethical as it distorts competition. One will say, a consumer has a right to chose their products. This favours large suppliers. This is the reality of a market place because the reverse is true that some retailers/shops / supermarkets are also demanding for payment for that space. Gondolas, shelves et al. This leaves the marketer powerless. Alas no more, thankfully we have the Uganda Marketers Society whose mandate is to ensure best global practices for both consumers and marketers in Uganda

Next week we shall deep dive into societal & environmental ethical concerns and how a marketer can participate in making the world a safer place for generations to come. Do you consider ethical practices in your marketing plans? Do not hesitate to reach out on how I can help you consider that as it a recent global requirement especially for those seeking funding.

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Mboneko Viola Rusoke MCIM