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Leanwashing. By Erika Biederbeck & Spencer Haag. Ethics . Moral principles and values that govern the actions and decisions of an individual group Not all issues can be regulated A marketing or promotions action may be legal but not ethical
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Leanwashing By Erika Biederbeck & Spencer Haag
Ethics • Moral principles and values that govern the actions and decisions of an individual group • Not all issues can be regulated • A marketing or promotions action may be legal but not ethical • Marketers must decide the appropriateness of their actions
Leanwashing • A term that refers how companies mislead the health-conscious consumer with deceptive ads • Specifically refers to food packaging • Addition of Greenwashing
Enviromedia • Enviromedia, Portland • Website where anyone can go • Rate ads on scale of 1-5 on bogusness • Post ads • Can search by categories • Products • Restaurants • Beverages • Fitness Products • Diet Plans • http://www.leanwashingindex.com/
WhoNu – Nutritious Cookies • Ad aimed at children for nutritious cookies • http://www.leanwashingindex.com/whonu-nutrition-rich-cookies/
Advertising and Children • WhoNu used children as their target market • Children on average view over 30,000 commercials per year • Many argue • children cannot differentiate between programs and commercials • Lack the knowledge and skills to evaluate advertising claims
Other Examples • Quick Trim was rated as a 5 in bogusness
Other Examples • Multigrain Cheerios • http://www.leanwashingindex.com/multi-grain-cheerios/
Can you think of more? • Thoughts? • Questions?