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Ad Ethics Dilemma - Marketing and Advertising Example

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Ad Ethics Dilemma - Marketing and Advertising Example
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Snemalna Knjiga Opis

TagBack's sponsorship-disclosure dilemma: a parenting blogger wants free packs but won't add #ad, told in six cells from situation to decision.

Snemalna Knjiga Besedilo

  • Zdrs: 1
  • 1. The Situation
  • I have 8,000 followers. Free packs for a post? But no #ad.
  • TagBack
  • A local parenting blogger with 8,000 followers offers to post about TagBack in exchange for free packs, but doesn't want to add #ad.
  • Zdrs: 2
  • 2. Option A
  • Free ads to thousands of parents, and it looks more genuine!
  • Agree. It's free advertising to thousands of parents, and the post will look more genuine.
  • Zdrs: 3
  • 3. Option B
  • We'll send free packs, but your post has to say so.
  • Ask her to disclose the free packs, even if she might say no.
  • Zdrs: 4
  • 4. Who Is Affected
  • Her followers
  • The blogger
  • TagBack's reputation
  • Honest competitors
  • Her followers (who trust her), the blogger, TagBack's reputation, and honest competitors.
  • Zdrs: 5
  • 5. The Rules
  • FTC endorsement guides: free products are a connection that should be disclosed.
  • TagBack's brand: "reliable"
  • FTC endorsement guides: free products are a connection that should be disclosed. TagBack's brand says "reliable."
  • Zdrs: 6
  • 6. The Decision
  • Option B. Hidden ads break trust, and trust is what TagBack sells.
  • Option B. If parents learn it was a hidden ad, they won't trust TagBack, and trust is what the brand sells.