This NSMC report starts with a brief discussion of the definition of ethics and the types of the ethical dilemmas that may occur within social marketing activity. The report examines the major ethical frameworkss that are evident within the academic literature before investigating specific issues relating to targeting, the use of fear approaches and the role of culture in establishing ethical standards.

Key Conclusion

'Humour has been used in social marketing interventions as diverse as syphilis awareness and smoking cessation. Humour, however, is very culture-specific and what is extremely funny to one segment of the population may be utterly offensive to another.'

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This report includes a brief discussion of the definition of ethics and the ethical dilemmas that may occur within social marketing activities.

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