The Ethics of Marketing
by Kevin Ferrell

Several months ago I was excited to find out that Jill Scott was performing in Detroit. I was lucky enough to find tickets only a couple of rows from the stage and quickly purchased them. After all, this was a chance to see a future legendary singer; arguable the most talented and underrated voice in the music industry. And on top of that Floetry, another favorite group of mine, was opening for her. Little did I notice who was sponsoring the concert. The set was part of the Kool Cigarettes Nu Jazz Festival; a series of concerts featuring many artist that have been tagged as the keepers of soul and jazz music. Many artists such as Erykah Badu, The Roots, and Musiq have been a part of this series. And while I'm very appreciative that a company has stepped in to help sponsor these artists, I have to question some of the tactics that are used at the venue to market their products.

This is because the makers of Kool cigarettes, Brown & Williamson Tobacco Corporation, used the opportunity to hire young, attractive workers to give away small packs of cigarettes to concert goers. I was initially shocked at this tactic since it reminded me of the how many drug dealers operated on the street; giving away just a little to get someone hooked. As a former smoker, I know how hard many struggle to remain smoke free on a daily basis. While there is nothing legally wrong with this company’s marketing tactics, one must ask was this an ethical method.

Most would agree that the cigarette industry, at least here in the United States, is a declining industry. The nation overall all has been on a health kick. Smoking is now banned in many public places across the country. It’s no longer viewed as being cool or as the thing to do. So why is Brown & Williamson, whose badges themselves as “a responsible company in a controversial industry” giving away cigarettes at a concert venue? Because they still want to remain the cigarette of choice in urban markets. Their main competitor, Newports, have been becoming popular over the last decade; even to the point that they have been named in many songs. This threat has caused Brown & Williamson to look for ways to market their product as “hip” also; and nothing does this better then music.

However, while the ethics of giving out cigarettes for free at a concert can be questioned, is it fair to point the finger directly at Brown & Williamson? After all the artist performing at the Nu Jazz Concert Series know what’s going on at these venues. These are many artists that, while popular, won’t achieve the financial success of many pop and hip hop acts. They need a sponsor in order to help make the tickets to such events affordable to the general public.

But is partnering with a company that distributes products that are addictive and detrimental to these artist fan base the answer? Many of us often complained how alcohol and cigarettes are heavily advertised in their communities. Our communities already have many health problems to deal with that adding in additive substances makes the social problems even worse. This type of marketing seems to be pointed directly at these types of communities to take advantage of many of the social ills present. After doing some research, the only other similar type of marketing I could find was when a cigarette company several years back did the exact same thing at a country music series. There was an out cry by many and the company hasn’t repeated such tactics. The NASCAR series, which always had a favorable relationship with cigarette companies, recently changed sponsorships to get away from the industry (instead of the Winston Cup, it is now the Nextel Cup). Marketing cigarettes in this manner in middle or upper class communities would never be viewed acceptable; so why should it be in downtown Detroit?

While I could go on and on about how cigarette smoking can have tremendous health effects on a community, I won’t go there. After all smoking is a legal right for any adult to have. But while companies have a responsibility to increase the wealth of their shareholders, I argue that they also have the responsibility to be good corporate citizens. And in no way can a company be a responsible company by pushing a product that kills thousands every year. Hopefully our communities will realize this and ask others to help keep our rich tradition of music alive along with our bodies.

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