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Ambush marketing: The ethical issues

โœ Scribed by Paul O'Sullivan; Patrick Murphy

Publisher
John Wiley and Sons
Year
1998
Tongue
English
Weight
181 KB
Volume
15
Category
Article
ISSN
0742-6046

No coin nor oath required. For personal study only.

โœฆ Synopsis

Ambush marketing is now, for some companies, a strategic alternative to formal association through the purchase of legitimate sponsorship rights. Research evidence indicates that this ambush activity may damage sponsors' events and even the interests of sports governing bodies and individual sports people. Legal issues clearly arise, but the body of case law is as yet slight. Discussion often focuses on property rights, but these too can be problematic if a major sports event of popular cultural significance is concerned. Four ethical perspectives -utilitarianism, duty-based ethics, stakeholder analysis, and virtue ethics -can provide a framework for the debate on the ethics of ambush marketing. A range of possible actions to create more ethical commercial sponsorship are identified and briefly evaluated. In particular an international code of conduct for event sponsorship seems to be an idea whose time has come.

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