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
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
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