Ethical challenges in commercial social marketing

Anker, T.B. and Kappel, K. (2011) Ethical challenges in commercial social marketing. In: Hastings, G., Angus, K. and Bryant, C.A. (eds.) Sage Handbook of Social Marketing. Sage Publications: London, pp. 284-297. ISBN 9781849201889

Abstract

Following an introduction to the concept of commercial social marketing (CSM), the aim of this chapter is to analyze and discuss the key ethical challenges of CSM. In the first section, we introduce two influential definitions of social marketing as well as six complex social marketing criteria. Against this background, we demonstrate: a) Dove’s ‘Campaign for real beauty’ to be an instance of consumer-oriented CSM, and b) Novo Nordisk’s global NovoHealth initiative to be an example of workplace CSM. Centered on the six social marketing criteria, the second section examines the main ethical challenges in both consumer-oriented and workplace CSM. The ethical challenges are structural and thus apply to all cases of full-scale CSM campaigns, because they emerge from the defining social marketing criteria. The chapter takes a constructive approach and suggests strategic sol

• Item Type: Book Sections
• Status: Published
• Glasgow Author(s) Enlighten ID: Anker, Dr Thomas
• Authors: Anker, T.B., and Kappel, K.
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Publisher: Sage Publications
• ISBN: 9781849201889

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