Ethics is recognized in all areas of management such as human resources, production, accounting, finance, etc. Advertising and marketing are no exception! Ethics in advertising skin lightening products is a debatable subject among experts of this particular field. The use of cosmetics and whitening creams is the focus of most women around the world today; therefore, unfortunate to say that a number of companies are exploiting this trend.
Analysis of whitening products has shown that mercury and other toxic elements have been used to produce many of these products; thus, skin-lightening products are physically harmful. On the other hand, because of the racist thoughts that exist almost globally, the skin- whitening products promote negative stereotypes.
Manufacturers of whitening creams and products believe that they respond only to the needs of the market and customers and must advertise their products in any way that attracts the most attention. Nevertheless, social activists argue that these companies have a moral responsibility in producing and marketing so that they should avoid bias in skin color. As a result, more consistent and effective regulations are required in this sector. Skin lightening products must not be advertised because they are physically harmful and they promote negative stereotypes.
The first reason for which skin lightening should not be marketed is that they refer to the physical attributes of the body. According to Eagle et.al, “skin lightening products are used medically for the treatment of a range of skin disorders” but unfortunately in marketing we see it for cosmetic purposes. We could see this purpose mainly in countries in which the majority of the population has darker skin tones. For example, “In India, where many people consider fair skin more desirable than dark, the cosmetics industry has responded by producing a wide range of skin-lightening products—and with great success” (Gerdeman).
Tragically, evidence exists that proves “the use of mercury and other toxic substances in some products” as Eagle et.al claim. Other potentially dangerous ingredients include hydroquinone and mutagenic which are now banned in Europe. Long-term use of these dangerous ingredients can cause a number of diseases, like cancer and genetic mutations. Research has shown that the long-term consequences of using mercury-containing products can cause damage to the kidney, lung and brain. Furthermore, "long term use of hydroquinone results in a disfiguring condition (ochronosis) involving grey and blue-black skin discolouration. As well as health issues, skin colour dissatisfaction and erosion of self-esteem may occur"(Ethical). Generally, examining the ethical issues in the marketing of skin lightening products is necessary for the safety and health of the consumers.
The second reason for which strict laws and regulations must be applied is that there are many negative consequences in advertising skin lightening products. A major consequence is the issue of perpetuating negative stereotypes. Having white skin is valuable almost all over the world. Of course, the notion that racism is rooted means it can have different cultural origins. “In the era of slavery in the USA, South Africa and Latin America, racial discrimination was very evident. In their way of thinking, dark skinned persons were at the bottom, light-skinned persons at the middle and Caucasians at the top” (Eagle et.al). Because of this thought, women with white skin are generally accepted in society. They are more valuable and attractive than others and are additionally more successful in finding a job or better marriages.
Having white skin is often a criterion for assessing women, and it's even more painful that manufacturers are using this racist thinking for their advertising in media. This concept is supported by Eagle et.al who specifically writes that gender roles and expectations are learned from childhood as part of a socialization process.
According to Eagle et.al, “stereotypical images reinforce discrimination and negative racial stereotypes” (Ethical). There is evidence of the prioritizing of pale skin in beauty and fashion features targeting British Asian women (Ethical).
When advertising is combined with cultural beliefs, it can help achieve the goals of specific political and social groups. For instance, Fair & Lovely is a profitable global brand, "It is not known as a pharmaceutical product, so there is no need to prove and validate the ingredients by a dermatologist" (Eagle et.al). This brand has been under considerable ethical criticism of their activity in its marketing strategy, including the racist and sexist stereotypes and prejudices that exist in relation to skin color. Overall, stereotypical images in marketing lead to increased discrimination and negative racial stereotypes. While marketing skin lightening products perpetuate those stereotypes and their consequences in life.
In conclusion, maintaining the principles and adherence to ethical values in product marketing, especially where relevant to human life, is crucial. Every manufacturer has a moral responsibility for what it gives its customers because it is a matter of customer trust. If our propaganda is harmful to human beings and threatens their lives, we have a moral responsibility and must be held accountable. The manufacturer of products containing mercury and other harmful elements should be stopped and selling excessive skin lightening products should be restricted to the doctor's prescription. Moreover, the dangers of long-term use of these products must be conveyed to the consumers. Marketing policies of whitening products that are based on racist values and beliefs must be changed, because they use ethnic racism and advertise their products on this cultural device. Every company must be honest in promoting its product and not help in boosting racist bias. Nowadays there are some activities to limit the extreme sales of whitening products in different countries, but it’s not enough yet.
Works Cited
Dina Gerdeman.” How Should Advertisers Respond To Consumer Demand For Whiter Skin?"
HBS Working Knowledge. Jan 25, 2017.
Lynne Eagle, Stephan Dahl, David R. Low*. “Ethical Issues in the Marketing of Skin Lightening
Products.” ANZMAC. 2014.
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