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Leanwashing

Leanwashing

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Leanwashing

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  1. Leanwashing By Erika Biederbeck & Spencer Haag

  2. Ethics • Moral principles and values that govern the actions and decisions of an individual group • Not all issues can be regulated • A marketing or promotions action may be legal but not ethical • Marketers must decide the appropriateness of their actions

  3. Leanwashing • A term that refers how companies mislead the health-conscious consumer with deceptive ads • Specifically refers to food packaging • Addition of Greenwashing

  4. Enviromedia • Enviromedia, Portland • Website where anyone can go • Rate ads on scale of 1-5 on bogusness • Post ads • Can search by categories • Products • Restaurants • Beverages • Fitness Products • Diet Plans • http://www.leanwashingindex.com/

  5. WhoNu – Nutritious Cookies • Ad aimed at children for nutritious cookies • http://www.leanwashingindex.com/whonu-nutrition-rich-cookies/

  6. Advertising and Children • WhoNu used children as their target market • Children on average view over 30,000 commercials per year • Many argue • children cannot differentiate between programs and commercials • Lack the knowledge and skills to evaluate advertising claims

  7. Other Examples • Quick Trim was rated as a 5 in bogusness

  8. Other Examples • Multigrain Cheerios • http://www.leanwashingindex.com/multi-grain-cheerios/

  9. Can you think of more? • Thoughts? • Questions?