1. Running Head: CAN MARKETING BE ETHICAL? 1
The practice of business marketing has been deemed by many to be inherently unethical. Is
this an accurate assertion? Are there grounds for which effective marketing might be
considered ethically justifiable, especially from a Christian standpoint?
Ethan Adams
Wycliffe Hall, Oxford University

2. CAN MARKETING BE ETHICAL? 2
Abstract
This paper examines the apparent lack of ethics inherent in the practice of business
marketing. The central basis for the research is to assess whether marketing can be
reasonably justified from a Christian perspective. The paper first looks at the primary ethical
issues involved in the motivation, practice and impact of marketing on society, then
conversely analyzes the importance of marketing on a broader economic and social scale.
With this information, a theory is given addressing how a Christian businessperson might
ethically and faithfully approach the field of marketing.

3. CAN MARKETING BE ETHICAL? 3
Can Marketing Be Ethical?
The question of ethics in the marketplace has been constantly at the forefront of business
discussion in recent years. From the collapse of Enron in 2001 to the bailout of commercial
banks during the recent financial crisis, profit-seeking business has not helped its own ethical
reputation. Yet, what proves noteworthy is that these failures were largely attributed to
specific and deliberate unethical practices (fraudulent accounting on Enron’s part, dishonest
profits and excessive risk on the part of the banks) – not primarily to flaws in the free market
itself. However, could it be possible that certain parts of free enterprise automatically lend
themselves to unethical behavior? Or even, could there be certain business functions that by
definition are unethical? Such questions might be addressed to any number of business
processes with reasonable argument; however, one of these processes merits investigation far
and above the rest: the practice of marketing.
The dubious reputation of marketing in business might be assessed by the titles of
some articles on the topic: “Respectability for Marketing?” (Borton, 1959), “Why Everyone
Hates Marketing” (Weinberger, 2000), and (best of all) Farmer’s 1967 article “Would You
Want Your Daughter to Marry a Marketing Man?” (Harris 2011). The idea of “bad”
marketing now seems so engrained into society, that the term “marketing ethics” is treated
with amusement by most businesspeople as an oxymoron (Nash and McClennan 2001). Star
(1989) even reports that not only consumers but businesspeople themselves are more
suspicious of marketing than any other aspect of business.
This presents some serious questions for anyone in the marketing industry concerned
with ethical behavior – particularly Christians. Is the practice of marketing truly as God-
forsaken as it seems? Is the field simply full of unethical people, or is the system itself
inherently unethical? If so, the ethical Christian faces a confrontation of faith and society and
it would seem must pick sides. The answers to these questions prove difficult. However, it

4. CAN MARKETING BE ETHICAL? 4
seems that through a deeper examination of the particular issues to be found in marketing and
the benefits offered by the system, the Christian marketer may begin to develop an
appropriate response that neither condones nor condemns what is possibly the most
fundamental institution of the free market economy.
The Issues
Before discussing the primary ethical issues to be found in marketing, it must be qualified
that this analysis is based purely on the ethical quandaries of the broader concept – the
institution – of marketing as a whole, not on the questionable behaviors practiced daily by
marketing managers. Ethical dilemmas will exist in any profession and in any division of
business, and inevitably will be the more popular choice. There is no question about that. The
question is whether one can possibly participate in the marketing system without crossing
ethical boundaries, or if participation in the system implies corruption. The issues discussed
here fall into three main categories: marketing motivation, practice and impact.
Motivation
It goes without saying that businesses and the free market function primarily due to a desire
for high profits. Without the motivation of a paycheck or bonus at the end of the line, the
economy simply could not function efficiently. However, this acknowledgement does not
indicate that the profit motive is not a reason for concern. Unrestrained market forces are
“blind” – they do not pass judgment on the appropriateness of consumer preferences, but
simply ask “How much?” (Sandel 2013). While the basic concept of marketing is to provide
the customer with the best product or service possible, the situation quickly becomes
ethically problematic when consumer demand grows for controversial products (Klein and
Phillips 2008). The question is the reach of marketers’ moral limits when profit is to be made,
and the answer so far is “the sky is the limit.”

5. CAN MARKETING BE ETHICAL? 5
Practice
Marketing practices include the behaviors that are essential to the marketing function, yet
also prove ethically problematic. Atop this list is the practice of market research, which is
necessary for effective product development, yet also prone to dishonesty and invasion of
privacy. “Stealth marketing”, or concealing the relationship between a paid sponsor and a
product is a common dishonest practice used to gain word of mouth trust (Baker 2009).
Similarly, with the age of Internet marketing, the use of cookies and stored data from
websites gives companies controversial access to private information about consumer
preferences that borders on stalking. Market research is essential for an effective business –
but to what extent? It would seem that involvement in any sort of marketing requires at least
some participation in these research techniques.
Next is marketing to children. Directly responsible for billions of dollars spent on
toys, video games and other products, children are also indirectly responsible for a much
larger sum of money spent by parents on other products such as clothing, food and vacations
(Shaw 2012). Though many nations have imposed restrictions on suspicious activities, the
questionable practice of treating children as “consumers-in-training” seems unlikely to vanish
any time soon.
Perhaps the most underhanded practice, however, is the idea of planned obsolescence,
or the designing of products to have short lifespans (Glasser 1967). Though a perceptive
consumer normally can anticipate and avoid commodities likely to be short-lived, there are
some products in which the process is virtually unavoidable (e.g. mobile phones). The
industry takes advantage of consumer reliance on its products by creating devices that will
only last for a limited amount of time, and should one happen to last longer, annual model
changes require the purchase of a new device anyway. This practice is rampant in the
technology industry, but extends beyond technology into other products, as planned

6. CAN MARKETING BE ETHICAL? 6
obsolescence can prove magnificently profitable. The ethics, however, are somewhat less
magnificent.
Impact
Perhaps even more disturbing, however, is the broader impact that these practices have on
consumers. Harris (2011) refers to the grand effect as the “corruption of higher values”,
resulting primarily in “rampant materialism and extravagance”. She defines materialism as
the “excessive attachment to material possessions…which goes beyond those possessions’
ability to provide satisfaction commensurate with the investments (both economic and
psychological) made in them.” Klein and Phillips (2008) also note these troubling social
effects of materialism, which encourages consumption and excessive spending simply in
order to “keep up with the Joneses” or have a life that resembles some athlete or celebrity.
One must also address the environmental effects of this culture of consumption – not
only does marketing encourage the disposal of old goods but by definition demands the use
of more natural resources to produce new goods (Harris 2011). Moreover, any government or
interest group that objects to these effects is quickly drowned out by the billions of dollars
constantly pushing new products into households, trivializing both the social and
environmental dangers found in consumerism. Are such perversions the true price of
effective marketing? If so, is it worth it?
The Benefits
However distressing and perhaps shocking these dilemmas may be, the argument has thus far
been one sided. Though to call the field “a necessary evil” may not serve as adequate
rationale for some, it is perhaps an appropriate idea with which to begin the discussion.
The Marketing Society defines marketing as: “the creation of customer-led demand,
which is the only sustainable form of business growth” (Baker 2009). George Brenkert says,
“Marketing is how we get our food…and items we use every day” (Klein and Phillips 2008).

7. CAN MARKETING BE ETHICAL? 7
The practice of marketing, though subject to corruption, is absolutely essential to economic
function. Likewise, the perfectly competitive market requires perfect information, and the
prime channels through which that information is distributed are marketing techniques
(Reynolds and Newell 2011). Without the marketing function of the economy, (1) producers
would not have adequate research to know the needs of consumers, and (2) consumers would
have no information of which products best suited their needs. Bearshaw and Palfreman
(1990) echo this idea: “There’s absolutely no point in producing something that nobody
wants or in producing something everybody wants and then not telling anybody!” (Brownlie
1999). Thus, the efficiency of the economy and the buying process is a direct result of
marketing activity. A healthy economy, consequently, leads to higher purchasing power,
which involves higher employment and lower poverty – results that, if anything, are ethically
desirable.
Likewise, Harris presents the argument that effective marketing is pivotal in the
establishment of thriving third-world economies, and “plays a vital role in stimulating third-
world entrepreneurship.” Wilkie and Moore (1999) even list some of the primary economic
contributions of effective marketing as: increased employment and personal income, delivery
of a standard of living, diffusion of innovations, and increased overall economic growth and
prosperity. Therefore, marketing can be critical to the development of economies around the
world, which in turn enables countries to raise standards of living and fight poverty.
Lastly, marketing does not only involve consumption-driving products, but also a
significant number of services that can benefit society as a whole. Whether health
organizations, religious groups or other nonprofit companies, marketing enables
organizations that actually do have society’s best interests in mind to reach their goals. A
world where WHO, the Red Cross, and the Church itself could not distribute information

8. CAN MARKETING BE ETHICAL? 8
would be quite a different world indeed. Thus, the global advantages of marketing certainly
make it difficult to discredit its value completely.
The Christian Response
From this information, it seems that one might make two conclusions. First, marketing
involves numerous ethical dilemmas. Second, marketing is necessary for a functioning
economy, a high standard of living and services that benefit society. It is here that the
Christian finds a decision to be made. Can one adhere to Jesus’ call to “Be holy as I am holy”
while involved in a field that on the whole seems largely unholy? The answer is neither clear
nor simple. What follows is a tentative theory proposing that Christianity might not only
permit working in the field of marketing, but might even encourage it.
First, one ought to consider Christ’s command to be salt and light to the world (Mat
5:13-16). The implication of this command is to let one’s behavior be a beacon pointing the
lost to Christ. However, what good is a beacon if it shines in a well-lit place? The Christian
call is not to separate oneself from society, but to penetrate its barriers and spread the power
of Christ to the darkest reaches of the world. As odd as it sounds, no one has ever sent
missionaries to Wall Street.
Second, a majority of Christians inevitably live in a society that runs on enterprise
(and therefore marketing). To reject marketing would not only be evangelistically
counterproductive, but would essentially be, as the saying goes, “biting the hand that feeds
you.” Marketing is not only what creates the societal wealth that supports the mission of the
Church, but is what enables the Church to expand its horizons beyond parish borders – even
to the ends of the earth (Acts 1:8). Participation in an industry does not require condoning the
most unethical of its habits, but rather can demonstrate in love the values that ought to be at
the foundation.

9. CAN MARKETING BE ETHICAL? 9
Third, if Christians disapprove of the sinfulness of marketing, then the model of
Christ’s grace should not encourage its destruction, but rather its redemption. The global
benefits of marketing should not be abandoned or condemned without a deliberate attempt to
correct the problems. Should the presence of outspoken Christianity slowly grow in the
marketing industry, then perhaps the system can slowly change from the inside out. Should
Christians abandon the industry altogether, it would seem that all hope should quickly be lost.
Conclusion
As mentioned already, such a theory is optimistic and based primarily on an evangelical
perspective. One might note that the field of marketing is already full of professing
Christians, and yet the industry shows little sign of change. Such a statement is undeniable,
and means solely that the future of an ethical marketing profession will be dependent on the
few who rise to the challenge and lead by example in an industry in which positive leadership
is severely lacking.
Regardless, it appears that the profession of marketing is tinged with both the
constructive and destructive qualities of free enterprise. Fineman (1999) notes, “Marketing
has its roots in existing capitalist enterprise, so both are tarred with the same ethical brush. If
one goes, then so does the other?” Thus, it would appear that as long as the free market
reigns, so also will the practices of marketing – both favorable and unfavorable. The decision
then lies with the individual Christian to decide how to respond as salt and light in a
profession markedly devoid of both.

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References
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Institute of Business Ethics.
Fineman, S. (1999). Commentary. In D. T. Brownlie (Ed.), Rethinking Marketing: Towards
Critical Marketing Accountings. London: SAGE.
Glasser, R. (1967). The New High Priesthood. London: Macmillan.
Harris, F. J. (2011). Ethics and Marketing. Milton Keynes: Business School, Open
University.
Hill, A. (1998). Just Business: Christian Ethics for the Marketplace. Carlisle: Paternoster
Press.
Nash, L. L., & McLennan, S. (2001). Church on Sunday, Work on Monday: The Challenge of
Fusing Christian Values with Business Life. San Francisco: Jossey-Bass.
Reynolds, J. N. and Newell, E. (2011). Ethics in Investment Banking. Houndmills,
Basingstoke, Hampshire: Palgrave Macmillan.
Sandel, M. J. (2013). What Money Can't Buy: The Moral Limits of Markets. London: Penguin
Books.
Shaw, L. (Ed.). (2012). Sage Brief Guide to Marketing Ethics. Los Angeles: SAGE.
Star, S.H. (1989). “Marketing and its Discontents”. Harvard Business Review, November-
December. 148-154.