nforce sound ethics for the benefit of the society as a whole (since marketing is a social process) to keep in track with the rest of the industries so that they will continue to be profitable. After all, as Friedman said, businesses should… ‘Increase its profits as long as it stays with the rules of the game.’Nowadays, companies which create new customers values in a socially responsible way will have a world to conquer.Critique The developments of codes, involve high expenses (Schwarz page 2). As William D. Christ, president of CalPERS Board of Administration noted, ‘the unprecedented amount of legal, regulatory and legislative action in the industry could substantially reduce our shareholders value in tobacco’ (Yach, Brinchmann, Bellet page 2, 3). Therefore shareholders might not support regulations. However, even if shareholders supported regulation, the cigarettes demand studies concluded that there was no significant change in smoking since the advertisement ban. On the other hand, smoking declined in United Kingdom while permitting cigarette advertising. Therefore the only thing that affects smokers by watching cigarette advertisements is their choice of brand. Even the results found in the ‘Smee Report’, which are used around the world as evidence for banning advertisements, were found invalid. (Luik, page 24). The results can also be used against those arguing for youth protection since the results are also unchangeable for younger smokers. Younger people are less wise in all aspects of life, not only on smoking and this should not affect adult’s choice to smoke. Furthermore, heavy protection of youth is not wise since, ‘to tell a teenager that some practice is too dangerous is to beg him to embrace it’. ( Anonymous, page 4, 5). world’s top-selling cigarette is without doubt’ (marketing 25/11/1999 ). Moreover, European research shows that parents ...
