MT5: Marketing
Communications and Ethics
What criteria will you use to distinguish ethical
advertising from unethical advertising?
Many large firms are investing in Behavioral Targeting i.e.,
tracking online activities of the target customer (the pages or sites users
visit, the content they view, the search queries they enter, the ads they click
on, the information they share on social internet sites) and combining it with
the time, length, and frequency of visits. Do you think Behavioral Targeting
(BT) is ethical and conforms to market research standards? How can companies
gather customer data without infringing individual rights to privacy?
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