The ethical dilemma that was relayed from the article written by O'Brien (2011) is assuming responsibility and accountability for the advertisements’ evident outcome: children obesity; as well as ingraining incorrect values like offering food, which could indeed be tasty, but unhealthy. Promoters of products directed to children, especially the Happy Meal of McDonalds, allegedly respond by insinuating that it is up to the parents’ responsibility and right to select what food options to provide to their children. As such, there is an ethical dilemma in enforcing restrictions for marketing to children. The food manufacturers (like McDonald’s) aim to advertise the products to earn substantial profits. The government earn from taxes paid by fastfood chains, like McDonald’s. The responsibility for providing health food choices were rationalized by fastfood chains as soley coming from the parents, and that they are free to advertise and promote their products on a self-regulation basis .
The traditional ethical theories that could be used as potential resolution to the ethical dilemmas are the utilitarian theory: actions that ensure that the greatest benefit to the greatest number of people should be paramount; as well as the deonthological theory, or the morality of one’s action would be based on adherence to rules . Various advocates for children’s welfare have unilaterally proposed a total ban of marketing or advertising to children. However, the move could be rationalized as beneficial to the children, as a whole; but detrimental to business organizations who pay taxes to the governnment. As such, in the end, the bottom line appears to be relying on the discretion and vigilance of parents, as well as educators, whose duties are to promote and adhere to healthy food options, to be incalcated to children at very early stages of development and growth.
References
Got Questions Ministries. (2016). How does deontological ethics define morality? What is deontology? Retrieved from compelling truth: http://www.compellingtruth.org/deontology.html
O'Brien, G. (2011, May 31). Marketing to Children: Accepting Responsibility. Retrieved from business-ethics.com: http://business-ethics.com/2011/05/31/1441-marketing-to-children-accepting-responsibility/
