Ethical dilemmas in marketing are part of everyday life for all people

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Involved in the marketing area, since we are always looking for an ingenious way to sell a product, a concept or a brand, and we also look for it to be creative, attractive and innovative to attract the attention of our target audience, whether it is aimed at the final consumer and/or the shopper.

If when doing marketing we limit ourselves 100% to ethics, we would not be able to have or generate creative advertising since we would go back to doing marketing in the old way, where products were defined, shown how they were used, what they contained and how they could help people. If we link everything to honesty and ethics, marketing would be boring, we would not be able to create aspirational brands. (Shorr, 2019) (JAC, 2008) (Altonivel, 2012) (Mercadeoypublicidad, 2007).

Ethics is one of the biggest questions in marketing because ethics all is malaysian telegram is not defined or limited (Marketing-schools, 2012). Marketing is based on real and unreal things, but this does not make it unethical.

As for real, I refer to things that, in the course of daily life or in the course of life, we find are possible, that by logic they can happen. On the other hand, by unreal, I refer to things that cannot easily happen, that no person with common sense can believe that they can happen. (Hensel & Dubinsky, 1986)

As for example the case of AXE. AXE is a company that through deodorants, shower gels and other products sells to conquer women by its aroma, this is called "the AXE effect", if we look at it from the ethical point of view for some it will be ethical and for others not, so much so that AXE was sued by a twenty-six (26) year old man in 2009, for making false products, selling misleading advertising, playing with his feelings and causing mental disorders (Patrakar, 2009).