Ethical Considerations in Celebrity Endorsements: A Critical Analysis
Celebrities have long been used as effective marketing tools, promoting products and influencing customer behavior. However, the ethical implications of celebrity endorsements have raised serious concerns about authenticity, honesty, and the influence of information on the supply chain of a product. The discussion will look into these ethical concerns as well as the complicated link between celebrities, products, and customer trust.
Should Celebrities Use and Like the Product Before Endorsing?
It is a matter of ethical obligation for celebrities to utilize and actually like a product before promoting it. Celebrities exert considerable power over consumer decisions, and their endorsement may alter public opinion. To preserve trust and credibility, celebrities must build a real relationship with the thing they support. Celebrities may guarantee that their endorsement displays a genuine conviction in the product’s quality by using it frequently and actually loving it. However, the ultimate ethical obligation rests with both the celebrities and the companies they represent, who must assure openness and integrity in the endorsement process (Balasubramanian, 1994).
Dealing with Discrepancies: The Case of “Sweet Treats”
When it comes to marketing a product like “Sweet Treats” with a deceptive tagline, ethical issues demand transparency and honesty. If a marketer discovers that the product does not meet the advertised specifications, it is critical to address the issue effectively. To begin, the marketer should express their concerns to the company, emphasizing the disparity between the product and its advertised features. Second, other tactics for aligning with ethical norms should be considered, such as increasing the product’s flavor, changing the tagline, or pulling the product from the market. Marketers may preserve integrity and protect customer confidence by operating honestly (Kotler & Armstrong, 2016).
The Thin Line between Implication and Dishonesty
The line between innocently hinting that someone is advocating a product and dishonestly expressing real confidence in its excellence is a fine one. Transparency and honesty are the major differentiators. If it is purely a financial relationship, celebrities and organizations should avoid portraying their endorsement as a personal choice or real opinion. Maintaining clear lines of disclosure, disclaimers, and differentiating personal viewpoints from promotional activities may all contribute to upholding ethical norms (Dwivedi, Johnson, & Wilks, 2002).
The Role of Supply Chain Ethics in Celebrity Endorsements
The environmental and social responsibility implications of a product’s supply chain present significant ethical concerns for celebrity endorsements. While the approved product may use ethical suppliers, the larger corporate supply chain may use unethical techniques. In such circumstances, celebrities must extensively evaluate the organization’s entire supply chain policies and consider the potential ramifications on their reputation. Endorsing a product with a questionable supply chain can harm a celebrity’s personal brand and public image. Encouraging firms to embrace sustainable and ethical supply chain strategies resonates with social responsibility and ethical consumption concepts (Arnold & Bustamente, 2012).
Conclusion
The ethical consequences of celebrity endorsements necessitate serious thought about openness, honesty, and social responsibility. Celebrities must have a true connection to the items they promote in order to preserve credibility and trust. When inconsistencies develop, marketers should emphasize openness and responsibly resolve the matter. Establishing clear limits between implication and dishonesty, while taking into account the influence of supply chain operations, aids in ensuring ethical business processes.
References
Arnold, D. G., & Bustamente, M. F. (2012). Ethical theory in business. Oxford University Press.
Balasubramanian, S. K. (1994). Beyond advertising and publicity: Hybrid messages and public policy issues. Journal of Advertising, 23 (2), 7–20.
Dwivedi, A., Johnson, L. W., & Wilks, L. (2002). Celebrity endorsers in advertising: The role of self-congruity and brand-celebrity fit. Journal of Business Research, 55(11), 879–886.
Kotler, P., & Armstrong, G. (2016). Principles of marketing. Pearson.
This article is written based on University of The People Business Law, Ethics, and Social Responsibility (BUS 5115) written assignment by Fristy Tania in May 2023
