Question

What, if any, are the ethical reasons why RJR should change its promotions and what, if any, changes should it make? Are any of the arguments tobacco companies make in their defense legitimate? Explain.

Business ethic class. Case study on  "Advertising Death to Kids"

Answer 1

R.J. Reynolds begins printing again, distributing in magazines the brand Camel Crush smoking. R.J. Since attracting criticism— and litigation— for an ad in Rolling Stone wrapped around a cartoon, Reynolds stopped advertising camel cigarettes in newspapers or consumer magazines at the end of 2007. The organization also faced criticism from some U.S. lawmakers during the same year. House of Representatives advertised to women over its Camel No. 9 brand cigarettes.

San Diego County Superior Court Judge Ronald S. Prager decided that such ads were in violation of the Master Settlement Agreement in 1998 and directed RJR to ' minimize youth exposure ' the goal of RJR is to drive innovation in our industries, redefine the enjoyment of adult tobacco users, reduce the harm caused by smoking, increase the decrease in youth tobacco use and resolve the problem.

Every year, 4 million consumers of tobacco companies worldwide die.

Tobacco companies such as RJR will continue to recruit new smokers and 88 percent of smokers must start before they are 18, and new recruits must come from children's ranks. Camel cigarettes flavored with chocolate, Asian mint, sweet apple, and toasted honey were marketed by RJR in 2007. An internal RJR memo suggested making candy-like cigarette taste, thus offering a smoking satisfaction. Camel No. 9 was wrapped in a pink envelope in women's magazines with a high percentage of young girls among their readers. RJR has been running large multi-page ads supporting "collaboration between Camel and independent record labels and artists" in Rolling Stone magazine whose readers include more than 1.5 million teenagers.

The MSA prevents participating cigarette manufacturers from targeting young people directly or indirectly; places substantial prohibitions or limitations on ads, marketing and promotional services or activities; and bans or limits cartoons, transit advertisements, many types of outdoor advertising, including posters, media placement of items, advertised goods, free samples of products