Business Ethics
Question 1:
1. What are the relevant facts? (10 marks)
• Annie, a copywriter for Laird and Laird (L&L) Advertising, has been assigned to Bud’s Best (BB) bacon account.
• Lance Willard is a popular Hollywood movie star, has signed 1 year contract with BB bacon for product testimonials (when given by celebrities known as celebrity endorsements).
• President of L&L, (Victor) explains to Annie that Victor has signed an affidavit swearing that he is a bona fide user of BB bacon.
• Although Lance has plenty of personal experience with BB bacon, as is legally required for him to give a personal testimonial, and he has always preferred BB to any other brand of bacon, Lance has recently turned into a vegetarian for the past one month.
• Lance told Annie that as long as the endorser’s comments are based on supportable personal experience, the message cannot be challenged as misleading.
• Bacon is a food high in cholesterol, which could have contributed to Lance’s high cholesterol count and his doctor’s warning to cut down on high cholesterol foods.
• Lance was informed by Victor that technically, Lance can discuss in commercials his past enjoyment of BB bacon.
• Lance will only endorse the bacon’s quality, value and good taste .He will not discuss the health issues involved.
• Beside the health issues Lance believes that, BB bacon is superior along these dimensions compare to other bacon brands.
• For health reason, Annie has reservations to do the copywriting for commercials using Lance as a celebrity to endorse. As he no longer consumes the product.
2. What are the dilemmas or ethical issues in this case? (10 marks)
• It may be misleading to use Lance as a celebrity endorser given that, although in the past he used and preferred the product, he no longer does because he believes it is unhealthy.
• It may be unethical to promote a product which potentially poses a health hazard to at least some
1. What are the relevant facts? (10 marks)
• Annie, a copywriter for Laird and Laird (L&L) Advertising, has been assigned to Bud’s Best (BB) bacon account.
• Lance Willard is a popular Hollywood movie star, has signed 1 year contract with BB bacon for product testimonials (when given by celebrities known as celebrity endorsements).
• President of L&L, (Victor) explains to Annie that Victor has signed an affidavit swearing that he is a bona fide user of BB bacon.
• Although Lance has plenty of personal experience with BB bacon, as is legally required for him to give a personal testimonial, and he has always preferred BB to any other brand of bacon, Lance has recently turned into a vegetarian for the past one month.
• Lance told Annie that as long as the endorser’s comments are based on supportable personal experience, the message cannot be challenged as misleading.
• Bacon is a food high in cholesterol, which could have contributed to Lance’s high cholesterol count and his doctor’s warning to cut down on high cholesterol foods.
• Lance was informed by Victor that technically, Lance can discuss in commercials his past enjoyment of BB bacon.
• Lance will only endorse the bacon’s quality, value and good taste .He will not discuss the health issues involved.
• Beside the health issues Lance believes that, BB bacon is superior along these dimensions compare to other bacon brands.
• For health reason, Annie has reservations to do the copywriting for commercials using Lance as a celebrity to endorse. As he no longer consumes the product.
2. What are the dilemmas or ethical issues in this case? (10 marks)
• It may be misleading to use Lance as a celebrity endorser given that, although in the past he used and preferred the product, he no longer does because he believes it is unhealthy.
• It may be unethical to promote a product which potentially poses a health hazard to at least some