Lundmark Advertising + Design Blog » Marketing Ethics http://www.lundmarkadv.com/blog Advertising and Creative notes from Lundmark Fri, 09 Dec 2011 16:01:04 +0000 http://wordpress.org/?v=2.9.1 en hourly 1 Truth in Advertising - The Code of Marketing Ethics http://www.lundmarkadv.com/blog/2009/08/advertising/truth-in-advertising-%e2%80%93-the-code-of-marketing-ethics.html http://www.lundmarkadv.com/blog/2009/08/advertising/truth-in-advertising-%e2%80%93-the-code-of-marketing-ethics.html#comments Thu, 13 Aug 2009 14:36:58 +0000 Kelly Doyle http://www.lundmarkadv.com/blog/?p=39 The truth, the whole truth and nothing but the truth - in advertising. That's the sacred code we live by as marketers. We dare not cross, bend or break it, ever.

This is not a hard concept to grasp or principle to follow. Is it?

Well, here's another example of a company that strategically profited from a misleading claim. Sigg, makers of the Swiss designed and eco-friendly reusable water bottle, promoted their product as being 100% BPA free to meet consumer demand, however, some products made before August 2008 have now been found to contain BPA plastics (http://adage.com/article?article_id=138712). The company now claims that although the products did contain BPAs, they leach 0% of the harmful plastic. Making the situation even worse, they're defending their claim positioning the facts to be in an acceptable gray area.

The line here is black & white, there's no gray area to hide in. The facts indicate that Sigg mislead consumers to make a profit.

The worst part? It’s another example that fuels consumer skepticism.

Sigg "I AM NOT PLASTIC"

Sigg "I AM NOT PLASTIC"

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