MARKETINGETHIEK
Inhoudsopgave
1 INTRODUCTIELES ........................................................................................................................... 5
2 GASTLES: TESTAANKOOP ................................................................................................................ 7
2.1 Missie .................................................................................................................................................... 7
2.2 Toepasselijke wetgeving .......................................................................................................................... 8
2.2.1 Oneerlijke handelspraktijken ................................................................................................................. 8
2.2.2 Referentieprijs ...................................................................................................................................... 8
2.3 Misleidende reclame ................................................................................................................................ 9
2.3.1 Voorbeelden .......................................................................................................................................... 9
3 WAARHEID OF VERLEIDING? ........................................................................................................ 10
3.1 Influencers........................................................................................................................................... 10
3.1.1 Ondersteuning .....................................................................................................................................10
3.1.2 Waardecreatie .....................................................................................................................................11
3.2 Doel reclame ....................................................................................................................................... 11
3.3 Ad clutter, -irritation & -value ................................................................................................................. 12
3.4 Soorten reclame................................................................................................................................... 12
3.5 Ad creativity ......................................................................................................................................... 13
3.5.1 Kritiek op marketing..............................................................................................................................14
3.5.2 Collectieve eDecten van reclame ..........................................................................................................14
3.6 Zelfregulering ....................................................................................................................................... 15
3.6.1 Ad standards (video slides) ...................................................................................................................16
3.6.2 Verantwoorde reclame .........................................................................................................................17
3.7 Empowered consumers ........................................................................................................................ 18
3.7.1 Gemiddelde consument .......................................................................................................................18
3.7.2 Hoe kan je weerstaan aan reclame? ......................................................................................................18
3.8 Ethiek, regulering & zelfregulering .......................................................................................................... 19
3.8.1 Regulering vs zelfregulering ..................................................................................................................19
3.8.2 EU pledge zelfregulering .......................................................................................................................19
4 ETHISCH REDENEREN ...................................................................................................................... 20
4.1 De consument & consumentengeletterdheid ......................................................................................... 20
4.1.1 De gemiddelde consument ...................................................................................................................20
4.1.2 Consumer literacy ................................................................................................................................20
4.1.3 Consumentensocialisatie .....................................................................................................................24
4.1.4 Kritiek socialisatietheorie .....................................................................................................................25
4.2 Waarom ethisch redeneren? ................................................................................................................. 26
4.2.1 Spanningsveld winstlogica & ethiek.......................................................................................................26
4.2.2 Ethiek ≠ wetten blind volgen .................................................................................................................26
4.3 Ethische beslissingen en dilemma’s ...................................................................................................... 27
4.3.1 Omgaan met onzekerheid bij (ethische) beslissingen .............................................................................27
4.3.2 Someone may be hurt ..........................................................................................................................27
4.3.3 Normatieve ethische theorieën .............................................................................................................28
4.4 Intuïtief vs. rationeel ethisch redeneren ................................................................................................. 34
4.4.1 Intuïtief ethisch redeneren ....................................................................................................................34
4.4.2 Fast vs. slow thinking............................................................................................................................34
4.4.3 Dual process theory .............................................................................................................................35
1
,4.4.4 Intuïtie en rationalisatie ........................................................................................................................35
4.5 Eigenbelang en ethisch gedrag .............................................................................................................. 36
4.5.1 Evolutionair en economisch perspectief................................................................................................36
4.5.2 Moeilijkheden/ complexiteiten v eigenbelang.........................................................................................37
5 ETHISCHE BESLUITVORMING ............................................................................................................ 41
5.1 Weight of reasons framework - Benjamin Franklin...................................................................................... 41
5.1.1 Applying the framework .........................................................................................................................42
5.1.2 Long-term fix ........................................................................................................................................44
5.1.3 3 denktechnieken .................................................................................................................................45
5.1.4 2 beslissings- en organisatietechnieken (ondersteunen denktechnieken) ................................................46
5.1.5 Bedreigingen/ risico’s (conformiteit, gehoorzaamheid en groupthink)......................................................46
5.1.6 Ethische leerspiraal ................................................................................................................................48
5.1.7 Gebruik het framework organisch ............................................................................................................48
5.1.8 Checklist ...............................................................................................................................................49
5.1.9 Case study (doel: stappen overlopen/invullen + case op ufora volledig uitgeleg)........................................49
5.1.10 Dark sides farma-industrie ......................................................................................................................51
5.2 Marke>ng van gezondheid ...................................................................................................................... 52
5.2.1 Farma-markeNng ...................................................................................................................................52
5.3 Strikte regulering in België ...................................................................................................................... 54
5.3.1 Zelfregulering ........................................................................................................................................54
6 GASTLES: FOOD MARKETING FEAST – K. VANWINKELEN ....................................................................... 57
6.1 Food marketing .................................................................................................................................... 57
6.1.1 Food marketing formats........................................................................................................................57
6.1.2 Voedingssysteem .................................................................................................................................57
6.1.3 Gezondheidspercepties .......................................................................................................................58
6.2 Level of integration ............................................................................................................................... 60
6.2.1 Voedingsverpakkingen ..........................................................................................................................60
6.2.2 Traditionele & digitale media .................................................................................................................62
6.3 Digital food marketing ........................................................................................................................... 62
6.3.1 FBCDM: food & beverage cues in digital marketing model ......................................................................62
6.3.2 FBCM: food & beverage cues in digital marketing model .........................................................................64
6.4 Individual susceptability ....................................................................................................................... 65
6.4.1 Food marketing bij kwetsbare populaties...............................................................................................65
6.4.2 Food marketing bij kinderen & adolescenten .........................................................................................65
6.4.3 Lage socio-economische status ...........................................................................................................67
6.5 Is food marketing inherent slecht? ......................................................................................................... 68
6.5.1 Ethiek & food marketing ........................................................................................................................68
6.5.2 Voedingsindustrie: EU-pledge ...............................................................................................................68
6.5.3 Voedingsindustrie: België .....................................................................................................................69
6.5.4 Voedingsindustrie: zelf-regulering .........................................................................................................69
6.5.5 Wat dan wel? .......................................................................................................................................69
6.5.6 Overheid ..............................................................................................................................................69
6.5.7 Maar ook…...........................................................................................................................................70
6.5.8 Consumenten ......................................................................................................................................70
6.6 Take-away ............................................................................................................................................ 70
7 GASTLES: GOKKEN & ADOLESCENTEN – E. GROSEMANS........................................................................ 71
7.1 Jongeren en gokken .............................................................................................................................. 71
7.1.1 Gedrag over de tijd ...............................................................................................................................71
7.2 Gokken bij adolescenten ...................................................................................................................... 71
7.3 Jongeren en gokreclame ....................................................................................................................... 71
7.3.1 Dagboek studie ....................................................................................................................................72
7.3.2 Conclusie ............................................................................................................................................73
2
,7.4 Alternatieve vormen van gokinhoud ....................................................................................................... 74
7.4.1 Gok streams ........................................................................................................................................74
7.4.2 Gevaar van gokstreams ........................................................................................................................75
7.4.3 Conclusie ............................................................................................................................................76
7.5 Algemene conclusie ............................................................................................................................. 77
8 GASTLES: DARK CONSUMPTION IN SPORTSPONS. – K. JACBOBS ............................................................. 78
8.1 Sportsponsoring door controversiële industrieën ................................................................................... 78
8.1.1 Conceptualisering ................................................................................................................................78
8.1.2 Schadelijke of controversiële industrieën in sportsponsoring .................................................................78
8.2 Impact controversiële sportsponsoring.................................................................................................. 79
8.2.1 Systematic literature review ..................................................................................................................79
8.2.2 Verklarende mechanismen ...................................................................................................................79
8.2.3 Motieven sportsponsoring ....................................................................................................................80
8.3 Goksponsoring ..................................................................................................................................... 80
8.3.1 Prevalentie & ethische bezorgdheden ....................................................................................................80
8.3.2 Goksponsoring.....................................................................................................................................80
8.3.3 Loopholes of achterpoortjes? ...............................................................................................................81
8.3.4 Suggesties voor beleid ..........................................................................................................................81
8.4 Morele gepastheid van controversiële sportsponsoring .......................................................................... 82
8.4.1 Conceptualisering ................................................................................................................................82
8.4.2 Morele gepastheid bepalen...................................................................................................................82
8.4.3 Moral blindness ...................................................................................................................................82
8.4.4 Toepassing 9-punten checklist ..............................................................................................................83
8.4.5 Toepassing stakeholdermanagement ....................................................................................................84
8.5 Key take-aways..................................................................................................................................... 84
9 GASTLES: DE MORELE CODE VAN AI – S. D’HAESELEER .......................................................................... 85
9.1 Opportuniteiten, maar ook uitdagingen .................................................................................................... 85
9.1.1 Voordelen .............................................................................................................................................85
9.1.2 Nadelen................................................................................................................................................85
9.1.3 Digimeter .............................................................................................................................................85
9.2 Wetgevend kader: transparan>e als oplossing? ......................................................................................... 85
9.2.1 Onderscheid aanvaardbaar gebruik & onaanvaardbaar gebruik ...................................................................86
9.2.2 Wetenschappelijk onderzoek ................................................................................................................86
9.3 Conclusie .............................................................................................................................................. 86
10 INFLUENCER MARKETING ETHIEK...................................................................................................... 87
10.1 Influencers zijn culturele intermediaren ................................................................................................. 87
10.1.1 Eigenschappen influencers ..................................................................................................................87
10.2 Do influencers influence? ..................................................................................................................... 91
10.2.1 Influencer marketing ............................................................................................................................91
10.2.2 Agents of change..................................................................................................................................91
10.2.3 Observationeel leren of sociale leerprocessen ......................................................................................93
10.2.4 Source perceptions (herkenbaarheid, authenticiteit, …) .........................................................................93
10.3 Influencer ethics .................................................................................................................................. 94
10.3.1 Content creator protocol (CCP) ............................................................................................................94
10.4 Advertising disclosures ......................................................................................................................... 96
10.4.1 Foodfluencer ethics .............................................................................................................................96
10.4.2 Greenfluencer ethics ............................................................................................................................96
10.4.3 Finfluencer ethics ................................................................................................................................96
10.5 Influence with integrety ......................................................................................................................... 97
10.5.1 Virtual influencers ................................................................................................................................97
10.6 Kidfluencer ethics ................................................................................................................................ 98
10.6.1 Uitbuiting .............................................................................................................................................98
3
, 10.6.2 Professionalisering ...............................................................................................................................99
10.7 Influencer ethics ................................................................................................................................ 100
11 GASTLES: STEREOTYPEN – E. VAN HOUTEM ...................................................................................... 101
11.1 Stereotypering in media ...................................................................................................................... 101
11.1.1 Haatspraak ........................................................................................................................................ 101
11.1.2 Ethiek in reclame ............................................................................................................................... 102
11.2 Stereotypering in marketing................................................................................................................. 102
11.2.1 Schoonheidsidealen .......................................................................................................................... 102
11.2.2 Stereotypen advertising ...................................................................................................................... 102
11.2.3 Influencer marketing .......................................................................................................................... 103
11.3 Stereotypering in AI............................................................................................................................. 104
11.4 Culturele identiteit .............................................................................................................................. 104
11.5 Conclusie .......................................................................................................................................... 106
11.5.1 TED-talk: hidden connections that transcend borders and defy tereotypes ........................................... 106
4
Inhoudsopgave
1 INTRODUCTIELES ........................................................................................................................... 5
2 GASTLES: TESTAANKOOP ................................................................................................................ 7
2.1 Missie .................................................................................................................................................... 7
2.2 Toepasselijke wetgeving .......................................................................................................................... 8
2.2.1 Oneerlijke handelspraktijken ................................................................................................................. 8
2.2.2 Referentieprijs ...................................................................................................................................... 8
2.3 Misleidende reclame ................................................................................................................................ 9
2.3.1 Voorbeelden .......................................................................................................................................... 9
3 WAARHEID OF VERLEIDING? ........................................................................................................ 10
3.1 Influencers........................................................................................................................................... 10
3.1.1 Ondersteuning .....................................................................................................................................10
3.1.2 Waardecreatie .....................................................................................................................................11
3.2 Doel reclame ....................................................................................................................................... 11
3.3 Ad clutter, -irritation & -value ................................................................................................................. 12
3.4 Soorten reclame................................................................................................................................... 12
3.5 Ad creativity ......................................................................................................................................... 13
3.5.1 Kritiek op marketing..............................................................................................................................14
3.5.2 Collectieve eDecten van reclame ..........................................................................................................14
3.6 Zelfregulering ....................................................................................................................................... 15
3.6.1 Ad standards (video slides) ...................................................................................................................16
3.6.2 Verantwoorde reclame .........................................................................................................................17
3.7 Empowered consumers ........................................................................................................................ 18
3.7.1 Gemiddelde consument .......................................................................................................................18
3.7.2 Hoe kan je weerstaan aan reclame? ......................................................................................................18
3.8 Ethiek, regulering & zelfregulering .......................................................................................................... 19
3.8.1 Regulering vs zelfregulering ..................................................................................................................19
3.8.2 EU pledge zelfregulering .......................................................................................................................19
4 ETHISCH REDENEREN ...................................................................................................................... 20
4.1 De consument & consumentengeletterdheid ......................................................................................... 20
4.1.1 De gemiddelde consument ...................................................................................................................20
4.1.2 Consumer literacy ................................................................................................................................20
4.1.3 Consumentensocialisatie .....................................................................................................................24
4.1.4 Kritiek socialisatietheorie .....................................................................................................................25
4.2 Waarom ethisch redeneren? ................................................................................................................. 26
4.2.1 Spanningsveld winstlogica & ethiek.......................................................................................................26
4.2.2 Ethiek ≠ wetten blind volgen .................................................................................................................26
4.3 Ethische beslissingen en dilemma’s ...................................................................................................... 27
4.3.1 Omgaan met onzekerheid bij (ethische) beslissingen .............................................................................27
4.3.2 Someone may be hurt ..........................................................................................................................27
4.3.3 Normatieve ethische theorieën .............................................................................................................28
4.4 Intuïtief vs. rationeel ethisch redeneren ................................................................................................. 34
4.4.1 Intuïtief ethisch redeneren ....................................................................................................................34
4.4.2 Fast vs. slow thinking............................................................................................................................34
4.4.3 Dual process theory .............................................................................................................................35
1
,4.4.4 Intuïtie en rationalisatie ........................................................................................................................35
4.5 Eigenbelang en ethisch gedrag .............................................................................................................. 36
4.5.1 Evolutionair en economisch perspectief................................................................................................36
4.5.2 Moeilijkheden/ complexiteiten v eigenbelang.........................................................................................37
5 ETHISCHE BESLUITVORMING ............................................................................................................ 41
5.1 Weight of reasons framework - Benjamin Franklin...................................................................................... 41
5.1.1 Applying the framework .........................................................................................................................42
5.1.2 Long-term fix ........................................................................................................................................44
5.1.3 3 denktechnieken .................................................................................................................................45
5.1.4 2 beslissings- en organisatietechnieken (ondersteunen denktechnieken) ................................................46
5.1.5 Bedreigingen/ risico’s (conformiteit, gehoorzaamheid en groupthink)......................................................46
5.1.6 Ethische leerspiraal ................................................................................................................................48
5.1.7 Gebruik het framework organisch ............................................................................................................48
5.1.8 Checklist ...............................................................................................................................................49
5.1.9 Case study (doel: stappen overlopen/invullen + case op ufora volledig uitgeleg)........................................49
5.1.10 Dark sides farma-industrie ......................................................................................................................51
5.2 Marke>ng van gezondheid ...................................................................................................................... 52
5.2.1 Farma-markeNng ...................................................................................................................................52
5.3 Strikte regulering in België ...................................................................................................................... 54
5.3.1 Zelfregulering ........................................................................................................................................54
6 GASTLES: FOOD MARKETING FEAST – K. VANWINKELEN ....................................................................... 57
6.1 Food marketing .................................................................................................................................... 57
6.1.1 Food marketing formats........................................................................................................................57
6.1.2 Voedingssysteem .................................................................................................................................57
6.1.3 Gezondheidspercepties .......................................................................................................................58
6.2 Level of integration ............................................................................................................................... 60
6.2.1 Voedingsverpakkingen ..........................................................................................................................60
6.2.2 Traditionele & digitale media .................................................................................................................62
6.3 Digital food marketing ........................................................................................................................... 62
6.3.1 FBCDM: food & beverage cues in digital marketing model ......................................................................62
6.3.2 FBCM: food & beverage cues in digital marketing model .........................................................................64
6.4 Individual susceptability ....................................................................................................................... 65
6.4.1 Food marketing bij kwetsbare populaties...............................................................................................65
6.4.2 Food marketing bij kinderen & adolescenten .........................................................................................65
6.4.3 Lage socio-economische status ...........................................................................................................67
6.5 Is food marketing inherent slecht? ......................................................................................................... 68
6.5.1 Ethiek & food marketing ........................................................................................................................68
6.5.2 Voedingsindustrie: EU-pledge ...............................................................................................................68
6.5.3 Voedingsindustrie: België .....................................................................................................................69
6.5.4 Voedingsindustrie: zelf-regulering .........................................................................................................69
6.5.5 Wat dan wel? .......................................................................................................................................69
6.5.6 Overheid ..............................................................................................................................................69
6.5.7 Maar ook…...........................................................................................................................................70
6.5.8 Consumenten ......................................................................................................................................70
6.6 Take-away ............................................................................................................................................ 70
7 GASTLES: GOKKEN & ADOLESCENTEN – E. GROSEMANS........................................................................ 71
7.1 Jongeren en gokken .............................................................................................................................. 71
7.1.1 Gedrag over de tijd ...............................................................................................................................71
7.2 Gokken bij adolescenten ...................................................................................................................... 71
7.3 Jongeren en gokreclame ....................................................................................................................... 71
7.3.1 Dagboek studie ....................................................................................................................................72
7.3.2 Conclusie ............................................................................................................................................73
2
,7.4 Alternatieve vormen van gokinhoud ....................................................................................................... 74
7.4.1 Gok streams ........................................................................................................................................74
7.4.2 Gevaar van gokstreams ........................................................................................................................75
7.4.3 Conclusie ............................................................................................................................................76
7.5 Algemene conclusie ............................................................................................................................. 77
8 GASTLES: DARK CONSUMPTION IN SPORTSPONS. – K. JACBOBS ............................................................. 78
8.1 Sportsponsoring door controversiële industrieën ................................................................................... 78
8.1.1 Conceptualisering ................................................................................................................................78
8.1.2 Schadelijke of controversiële industrieën in sportsponsoring .................................................................78
8.2 Impact controversiële sportsponsoring.................................................................................................. 79
8.2.1 Systematic literature review ..................................................................................................................79
8.2.2 Verklarende mechanismen ...................................................................................................................79
8.2.3 Motieven sportsponsoring ....................................................................................................................80
8.3 Goksponsoring ..................................................................................................................................... 80
8.3.1 Prevalentie & ethische bezorgdheden ....................................................................................................80
8.3.2 Goksponsoring.....................................................................................................................................80
8.3.3 Loopholes of achterpoortjes? ...............................................................................................................81
8.3.4 Suggesties voor beleid ..........................................................................................................................81
8.4 Morele gepastheid van controversiële sportsponsoring .......................................................................... 82
8.4.1 Conceptualisering ................................................................................................................................82
8.4.2 Morele gepastheid bepalen...................................................................................................................82
8.4.3 Moral blindness ...................................................................................................................................82
8.4.4 Toepassing 9-punten checklist ..............................................................................................................83
8.4.5 Toepassing stakeholdermanagement ....................................................................................................84
8.5 Key take-aways..................................................................................................................................... 84
9 GASTLES: DE MORELE CODE VAN AI – S. D’HAESELEER .......................................................................... 85
9.1 Opportuniteiten, maar ook uitdagingen .................................................................................................... 85
9.1.1 Voordelen .............................................................................................................................................85
9.1.2 Nadelen................................................................................................................................................85
9.1.3 Digimeter .............................................................................................................................................85
9.2 Wetgevend kader: transparan>e als oplossing? ......................................................................................... 85
9.2.1 Onderscheid aanvaardbaar gebruik & onaanvaardbaar gebruik ...................................................................86
9.2.2 Wetenschappelijk onderzoek ................................................................................................................86
9.3 Conclusie .............................................................................................................................................. 86
10 INFLUENCER MARKETING ETHIEK...................................................................................................... 87
10.1 Influencers zijn culturele intermediaren ................................................................................................. 87
10.1.1 Eigenschappen influencers ..................................................................................................................87
10.2 Do influencers influence? ..................................................................................................................... 91
10.2.1 Influencer marketing ............................................................................................................................91
10.2.2 Agents of change..................................................................................................................................91
10.2.3 Observationeel leren of sociale leerprocessen ......................................................................................93
10.2.4 Source perceptions (herkenbaarheid, authenticiteit, …) .........................................................................93
10.3 Influencer ethics .................................................................................................................................. 94
10.3.1 Content creator protocol (CCP) ............................................................................................................94
10.4 Advertising disclosures ......................................................................................................................... 96
10.4.1 Foodfluencer ethics .............................................................................................................................96
10.4.2 Greenfluencer ethics ............................................................................................................................96
10.4.3 Finfluencer ethics ................................................................................................................................96
10.5 Influence with integrety ......................................................................................................................... 97
10.5.1 Virtual influencers ................................................................................................................................97
10.6 Kidfluencer ethics ................................................................................................................................ 98
10.6.1 Uitbuiting .............................................................................................................................................98
3
, 10.6.2 Professionalisering ...............................................................................................................................99
10.7 Influencer ethics ................................................................................................................................ 100
11 GASTLES: STEREOTYPEN – E. VAN HOUTEM ...................................................................................... 101
11.1 Stereotypering in media ...................................................................................................................... 101
11.1.1 Haatspraak ........................................................................................................................................ 101
11.1.2 Ethiek in reclame ............................................................................................................................... 102
11.2 Stereotypering in marketing................................................................................................................. 102
11.2.1 Schoonheidsidealen .......................................................................................................................... 102
11.2.2 Stereotypen advertising ...................................................................................................................... 102
11.2.3 Influencer marketing .......................................................................................................................... 103
11.3 Stereotypering in AI............................................................................................................................. 104
11.4 Culturele identiteit .............................................................................................................................. 104
11.5 Conclusie .......................................................................................................................................... 106
11.5.1 TED-talk: hidden connections that transcend borders and defy tereotypes ........................................... 106
4
