Leanwashing By Erika Biederbeck & Spencer Haag. Ethics  Moral principles and values that govern the actions and decisions of an individual group  Not.

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Presentation transcript:

Leanwashing By Erika Biederbeck & Spencer Haag

Ethics  Moral principles and values that govern the actions and decisions of an individual group  Not all issues can be regulated  A marketing or promotions action may be legal but not ethical  Marketers must decide the appropriateness of their actions

Leanwashing  A term that refers how companies mislead the health- conscious consumer with deceptive ads  Specifically refers to food packaging  Addition of Greenwashing

Enviromedia  Enviromedia, Portland  Website where anyone can go  Rate ads on scale of 1-5 on bogusness  Post ads  Can search by categories  Products  Restaurants  Beverages  Fitness Products  Diet Plans 

WhoNu – Nutritious Cookies  Ad aimed at children for nutritious cookies  cookies/

Advertising and Children  WhoNu used children as their target market  Children on average view over 30,000 commercials per year  Many argue  children cannot differentiate between programs and commercials  Lack the knowledge and skills to evaluate advertising claims

Other Examples  Quick Trim was rated as a 5 in bogusness

Other Examples  Multigrain Cheerios 

Can you think of more?  Thoughts?  Questions?