Privacy of Information and Advertising

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The case presents the ethical dilemma that most managers face today; as there are general rights and obligations of the concerned parties involved in the research process. The dilemma that manager in the case faces concerns with the privacy of the respondents or the so called subjects of the research…

Introduction

the FatAway Inc. has launched a product line that is so far trusting with respect to the product specifications and the claims that it says. And to market it, manager believes that the best idea is to select the fattest people in Australia and use them as spokespersons or as reference persons in their ads. For this manager needs to probe into the databases of companies that maintain statistics related to the fat people in Australia. In this situation we can say that the manager's company is the sponsoring client (or the user of the data) and the companies maintaining databases are the researchers.
Now, manager sees that the data probably might be easily available about the heavy weighted people; but the problem lies in the intrusion of someone else's personal life and the respondent probably has given his personal profile for some other purpose, and to use it for a third purpose might not be liked by him. And even if the respondents agree to the proposal of acting as sales person then too they might not be aware of the future emotional consequences that might occur to them and then they would not have any option.
As the technology emerges it brings with it new and creative ways of information sharing. Companies have also shifted their business orientation from production to provision of knowledge. ...
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