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Samenvatting - Marketingethiek

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Vak
Marketingethiek (K001419A)

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Universiteit Gent (UGent)

Volledige samenvatting van het vak Marketingethiek (K001419A). Uitgebreide lesnotities gebaseerd op de slides + alle gastlessen (inclusief MIW) + inhoudsopgave om makkelijk te overlopen / herhalen

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MARKETINGETHIEK
Inhoudsopgave
inleiding........................................................................................................................................................ 5

kritiek op marketing...............................................................................................................................................5
collectieve effecten van reclame........................................................................................................................5
niet evident om reclame kritisch te verwerken..................................................................................................7

visie op marketing..................................................................................................................................................7
tripple bottom line..............................................................................................................................................7
marketing & business ethics...............................................................................................................................8

ethisch redeneren/ ethische besluitvorming................................................................................................11

H1 – a commonsense approach to business ethics.............................................................................................11
Belang van ethisch redeneren..........................................................................................................................11
Ethiek................................................................................................................................................................11
Ethische besluitvorming....................................................................................................................................12
leerdoelen.........................................................................................................................................................17

H2 – using ethical reasoning................................................................................................................................17
Ethische theorie: Utilitarianism........................................................................................................................17
deontologie.......................................................................................................................................................18
Virtue theory.....................................................................................................................................................19
Contract theory.................................................................................................................................................20
Ethics of care.....................................................................................................................................................20
leerdoelen.........................................................................................................................................................20

H6 - Ethische organisaties....................................................................................................................................21
introductie.........................................................................................................................................................21

case june 20: engineering emotions............................................................................................................. 23

Strategie en data.................................................................................................................................................23
integrated strategy:..........................................................................................................................................23
marketing & ethiek...........................................................................................................................................23

Ethische dillema’s................................................................................................................................................24
Morele ambitie & marketing............................................................................................................................24
risico’s & marketing..........................................................................................................................................24
onze aanpak......................................................................................................................................................25

cases.....................................................................................................................................................................25
Commercial europabank...................................................................................................................................25
Commercial Vondelmolen (peperkoek)............................................................................................................26

Les 4: Thinking fast & slow........................................................................................................................... 27

H3 – thinking, fast and slow................................................................................................................................27

1

, Intuitief ethisch redeneren...............................................................................................................................27
Data ethics........................................................................................................................................................29
Ethische intuities...............................................................................................................................................31
leerdoelen.........................................................................................................................................................32

Managing social influences on ethical decions-making......................................................................................32
Speaking truth to power...................................................................................................................................32
Problem of conformity......................................................................................................................................33
Challenging unethical behavior........................................................................................................................34
leerdoelen.........................................................................................................................................................36

From short-term fixes to long-term solutions......................................................................................................36
Long-term fix.....................................................................................................................................................36
Ethische leerspiraal...........................................................................................................................................38
leerdoelen.........................................................................................................................................................39

Les 5: bureautje aap (AI en ethiek)............................................................................................................... 40

AI is oud................................................................................................................................................................40

waar staan we nu................................................................................................................................................40

ethische dilemma’s in marketing.........................................................................................................................40
geloof ik nog in minority report........................................................................................................................40

Les 6: Ethics in advertising............................................................................................................................ 42

Theory: ethics & principles...................................................................................................................................42
What is advertising?..........................................................................................................................................42

In practice: ad self-regulatory network...............................................................................................................44
What are the rules exactly and where are they?.............................................................................................44
role EASA...........................................................................................................................................................45
about icas..........................................................................................................................................................47

Pragmatic approach: case studies.......................................................................................................................47
Cases:................................................................................................................................................................47

Exploration: questions for the future...................................................................................................................48
New tech & practices........................................................................................................................................48
New issues........................................................................................................................................................48

X20 badkamer trophee................................................................................................................................ 50

wie zijn we............................................................................................................................................................50

veldrijden sponsoren............................................................................................................................................51

Ethiek in Sponsoring.................................................................................................................................... 52

definiering............................................................................................................................................................52
Sponsoring........................................................................................................................................................52

Food marketing: ethisch mijnenveld?........................................................................................................... 62

Food marketing....................................................................................................................................................62
Food systems....................................................................................................................................................62
Wat staat er op de menu?................................................................................................................................63

2

, Televisie en de eu pledge.....................................................................................................................................63
televisie.............................................................................................................................................................63
Case: the masked singer...................................................................................................................................64
Nutritionele criteria?.........................................................................................................................................64

Food marketing in sport.......................................................................................................................................64
Merken koppelen zich graag aan sport............................................................................................................64

foodfluencers.......................................................................................................................................................65
influencers.........................................................................................................................................................65

Verpakkingen en ethiek?.....................................................................................................................................66

claims en healthwashing.....................................................................................................................................66
Health en nutrition claims................................................................................................................................66
Een kleine quizje...............................................................................................................................................66
Pinokkio-producten..........................................................................................................................................67
healthwashing...................................................................................................................................................67
greenwashing....................................................................................................................................................67

Kindgerichte voedingsverpakkingen....................................................................................................................68
endorsers..........................................................................................................................................................68
Productafbeeldingen en kleur..........................................................................................................................68
Wat met gezondheidscues?..............................................................................................................................68

De rol van supermarkten.....................................................................................................................................69
Het belang van supermarkten..........................................................................................................................69

Overheids-maatregelen.......................................................................................................................................69
Wat deed de chileense overheid?....................................................................................................................69

schoolomgeving...................................................................................................................................................70
School speelt belangrijke rol.............................................................................................................................70

Wij als consument: health literacy......................................................................................................................70
Consument als actieve ontvanger....................................................................................................................70

Content creator protocol – vrm.................................................................................................................... 72

vrm.......................................................................................................................................................................72
bevoegdheden..................................................................................................................................................72

content creator protocol......................................................................................................................................73
commerciele communicatie.............................................................................................................................73
minderjarigen....................................................................................................................................................73
verbod op haatspraak en geweld.....................................................................................................................73
social media watchers.......................................................................................................................................74

beslissingen algemene kamer..............................................................................................................................74

maximiliaan verheyen – influencer............................................................................................................... 75

Reclame voor dark consumption behavior.................................................................................................... 76

dark consumption behavior.................................................................................................................................76

Reclame voor dark consumption behavior..........................................................................................................76
Blootstelling aan reclame voor dark consumption behavior...........................................................................76

3

, Ethische issues..................................................................................................................................................77
Problemen met zelfcontrole.............................................................................................................................77

Beschermen of weerbaar maken?.......................................................................................................................77
bescherming......................................................................................................................................................77
Weerbaar maken..............................................................................................................................................78

Blootstelling aan dark consumption behavior in entertainment media..............................................................79
Dark consumption behavior in entertainment media......................................................................................79
Squid game........................................................................................................................................................80

vad: alcoholmarketing................................................................................................................................. 81

Wie is VAD?..........................................................................................................................................................81
druglijn..............................................................................................................................................................81

Wat doet VAD?....................................................................................................................................................81
activiteiten........................................................................................................................................................81

Wat is preventie?.................................................................................................................................................81

Waarom houd VAD zich bezig met alcoholmarketing?.......................................................................................82
tabak- en alcoholbeleid.....................................................................................................................................82

Wat is alcoholmarketing......................................................................................................................................82

(Hoe) is alcoholmarketing gereguleerd in België?...............................................................................................83
Federale wetgeving...........................................................................................................................................83
Gemeenschapsdecreten...................................................................................................................................83
Zelfregulerende code........................................................................................................................................83

4

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