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Recommended: Ethical issues in marketing

There are numerous arguments that accuse marketers of primarily serving their own interest rather than the overall interest of societies. Marketers are said ‘to get consumers to want and spend more than they can afford’, ‘to produce and sell more goods without considering the resource and environmental costs’ and ‘to promote a materialistic mindset’, which are just a few of the most common indictments. This suggests that an active government is essential for keeping the companies in check in order to protect the consumers against vicious and deceptive marketing strategies. This might have been the case, yet recent developments indicate consumers to be better informed than ever, making continuous eluding marketing efforts less beneficial and even harmful to a company’s profits. The question remains whether this trend allows the government to be passive or that the 21st century requires them to adapt to new strategies.
It can be argued that the approach of marketers to focus solely on maximizing profits is actually perfectly justifiable. For example, seeing marketing purely as a means...

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