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3 Emerging Business Ethics Issues 87 RESOLVING ETHICAL BUSINESS CHALLENGES No question about it. As far as bacon goes, Uber is landed a job as a copywriter at Young, Olsen, Lindle, and second to none in taste. If people are going to eat bacon, Olson (YOLO) Advertising assigned to one of the sub why not eat the best? Even if it is a heart attack waiting to Daniel just graduated from Michigan University and sidiary accounts of Delicious Uber Bacon Ingredients happen,” Ms. Kunies joked. Extraordinaire Corporation. This conglomerate was pri- The next day Chloe asked Daniel how it went marily a food processing manufacturer beginning 100 He explained their conversation and expressed con years ago with pork in the Midwest. Overall corporate cern over the fact Ms. Kunies is currently a vegetar sales of beef, chicken, pork, and seafood were more than ian, and she attributed her high cholesterol to Uber $750 million each year. YOLO considered many advertis bacon. Daniel felt relief when he saw the concern in nd opted for a celebrity spokesperson. That Chloe’s face, but soon realized her concern was about meant Daniel would work with Gloria Kunies as the celeb Ms. Kunies pulling out of the advertisement. Daniel rity endorser. Ms. Kunies is a well-known, well-loved, reassured Chloe that Ms. Kunies still wanted to pro- young, and vibrant actress with a large younger following mote the product, but it seemed like a contradiction to Chloe responded Chloe, President of YOLO, asked Daniel to step into have a vegetarian promoting bacon. her office. “Daniel, this new account is a good start for by saying as long as Ms. Kunies had eaten the bacon at you. We usually don’t let our new copywriters handle some point in her life and thinks it is a good product, it accounts by themselves, but you have proven to be a makes no difference as to whether she currently eats the capable employee. Your job on this account is to write bacon. She continued, “Sometimes in advertising, you copy for the commercials using Ms. Kunies’s product have to add a spin to the message you are communica testimonials. The copy needs to be crafted as a testimo- ing so it fits with the product you are selling. Not only nial, targeting the market of 17- to 30-year-olds. Ms. are you selling a product, but more importantly, you are Kunies already signed an affidavit as to being a bona fide selling an experience, a feeling, an idea that appeals to user of the product. The scripts should feature her tes- consumers.” tifying to the quality, value, and tastiness of the bacon. I want you to meet her tomorrow so you can start the how he was going to write this advertisement. He did writing process and understand her personality in order not want to begin his career in a dishonest manner, but to script the messages. Spend the rest of the day immers he also wanted to produce work that pleased his boss ing yourself in her biography and researching her on the He tried to think of creative ways to mask the contra Internet.” As Daniel left Chloe’s office he remembered a diction of the advertisement. Maybe with humor? He Facebook post about Ms. Kunies being a vegetarian As Daniel walked home that evening, he wondered asked himself if this approach would still feel dish on- est. The next morning Daniel was going to meet with both Ms. Kunies and Chloe about what he had written thus far The next day at their meeting, Daniel asked her if she had actually tasted the bacon. Ms. Kunies replied, Why yes, technically and legally I have tried Uber. In fact, I’ve been a huge fan since I was a kid. Bacon is my favorite food. I’ve done several testimonials in the past know the American Advertising Federation (AAF) QUESTIONS | EXERCISES as my comments are based on veri- 1. Describe the ethical issues that Daniel is encountering Does this situation in any way violate the concepts of fairness, honesty, and integrity? 2. fiable personal use, the message cannot be challenged as deceptive. In fact, Uber bacon has been a favorite of mine since I was young. It wasn’t until a month ago I became a vegetarian. Eating all that bacon for decades 3. If the advertisement does not violate any laws, then why should Daniel be concerned? What are the pos- sible consequences of the advertisement? really did a number on my cholesterol.: “So, you feel comfortable about endorsing Uber This case is strictly hypothetical: any resemblance even though you don’t eat it now?” asked Daniel. companies, or situations is coincidental. persons,

Q 1. Describe the ethical issues that Danial is encountering.
Ans –
Business ethics is a form of applied ethics or professional ethics that includes business policies and practices which relates to taking consideration of corporate governance, insider trading, bribery, discrimination, corporate social responsibility and integrity. Ethics is to show responsibility, commitment, quality and reliability. It is mandatory for all business policies and activities to be ethical for all the stake holders. In the given case study, Daniel is a young man who has just graduated and landed into a job as a copy writer. The assignment he has received is to write about the product of his company, that is bacon with messages and testimonials of the celebrity spokesperson, Kunies. But during his study about Kunies, Daniel comes to know that Kunies has not turned vegetarian and she was speaking about bacon by attributing her cholesterol to it. He was now supposed to prepare the message which could impress his boss but he is in a dilemma about how to highlight the messages and testimonials of the celebrity spokesperson. The ethical issue he was facing was the contradiction which he found but his boss ignored, ie. Kunies now being a vegetarian and the comment of Kunies that bacon may give heart attack.
He decided to mask the contradiction with humour. But he was still confused as it was unethical to mask the truth but he had to please his boss to with his assignment. His dilemma was that in case he prepares the message to please his boss then ethical responsibilities and integrity.
Q2. Does the situation in any way violate the concept of fairness, honesty and integrity?
Ethics deals with principles and values by which marketers ought to act. Advertising truthfulness is an important part of it. As advertising influences individuals perceptions, it is ethical and moral responsibility of the organisation to follow honesty, integrity and fairness.
The given situation violates the concepts of fairness, honesty and integrity because –
It shall be unethical and unfair on part of Kunies first of all, because she is willing to endorse something which she no more uses / eats. Moreover, she attributes cholesterol to bacon still recommends it to her followers.
Masking the contradiction and the truth shall be unethical on part of Daniel because they will be showing a vegetarian who will be endorsing bacon. Moreover, he will have to hide the statement of the celebrity where she said about eating bacon which may give no mater even if its give heart attack
Honesty as well as integrity both these ethical values will be broken and the customers will be cheated indirectly.
It will not be fair on part of the organization as well in the long run along with all its stake holders
There should be transparency in all the business policies so that all stakeholders and business may survive in the market for long time.
Q 3. Why should Daniel be concerned? What are the possible consequences of the advertisement?
Ans – Daniel should be concerned because-
It is the matter of his personal social responsibility to be fair and truth in the work where society is related.
It is his responsibility to think about the reputation of the organization before drafting any message in a masked manner.
His future also depends upon his nature of work.
he should be concerned about the age group he is targeting through his message as it would not be ethical to earn fame on stake of others.
The possible consequences of the advertisment may be –
1. Followers of the celebrity may blindly belive and start eating bacon.
2. Because of the masking done by Daniel, youngsters may get in to the problem of cholestrol.
3. The mask may be unveiled and ultimatly the reputation of the company may come at stake.
4. Followers of the celebrity may also feel cheated.
5. Daniel may also bring a question to his own future
 
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