3 - Advertising Ethics
Advertising Ethics: Lessons from TanaCon, Ulta, and Lush
In a world filled with technology, advertising plays a significant role in influencing how and what people consume. Brands build their identities with advertising techniques, whether they succeed or fail. Advertising ethics refers to the moral standards that companies follow to make sure that their marketing campaigns reflect positively on their reputations. These rules make sure that ads are not misleading or exploiting consumers, encouraging individuals to support companies and products. Some brands triumph with honesty, while others fall short. Three marketing campaigns that contrast in how their advertising aided or damaged their brand are TanaCon, Ulta, and Lush. These three events/brands demonstrate how advertising ethics can make or break reputations and success.
In 2018, Internet personality Tana Mongeau decided to host a convention for influencers in place of VidCon, which she claimed treated creators unfairly in one of her videos (YouTube). The event was promoted to be free entry, with the exception of VIP tickets that gave purchasers perks such as the "Fast Pass" to meet creators more quickly and a gift bag, ranging from $45 to $65. When people began arriving to the venue, only to be met with long lines and no food or water. The hosting facility was only able to hold 1,000 people at a time, and almost quadruple of that number showed up. People were stuck waiting outside in the heat, and many received sunburns or passed out. (Tana Mongeau Wiki).
The event was cancelled on the same day that it began, disappointing fans who showed up or bought passes. Many people were not able to enter the building, and others never received any of the perks that they were promised with VIP ticket purchases. The Internet was in an uproar over the lack of preparedness from Tana's team and demanded that people be refunded. Popular creators like Pewdiepie and Keemstar also criticized the event, further adding to the ever-growing fire. Many people did end up receiving refunds, and Tana issued a video out explaining her side of the story and was also featured on a three-part documentary over the event from Shane Dawson.
Though the failure of the event does not fall solely on Tana, but rather on the company that she worked with, Good Times, TanaCon is a case that highlights the consequences of misleading advertising. Tana's reputation was tarnished in the media due to false claims over what the event would deliver, and many fans were left distrustful of her. TanaCon serves as a cautionary tale about the dangers of promoting falsehoods.
In 2022, Ulta was promoting one of their events with Kate Spade, a popular fashion brand. Part of their campaign consisted of an email with the subject line, "Come hang with Kate Spade." People who were subscribed to Ulta's mailing list immediately noticed the inappropriate slogan. For context, designer Kate Spade passed away by suicide from hanging in 2018 (CNN). It doesn't help that the email was sent out on the first day of Mental Health Awareness Month, either.
A day later, Ulta sent out another email with the subject line "We're sorry," outlining an apology for the mistake. Despite their attempt to rectify the situation, Ulta's original email was extremely tone-deaf and insensitive. This case emphasizes the importance of cultural awareness and careful wording in advertising. Brands should make sure that their marketing campaigns are thoroughly reviewed to avoid situations like this.
Lush is a company that, unlike the other two, has demonstrated a commitment to ethical advertising by leaving social media. In 2021, the brand shut down their Instagram and Facebook pages. Their reasoning was that they didn't want their brand to be showcased in a space that negatively impacts mental health, stating:
"As a brand, we know a large number of our users are young and they're in that space. We couldn't justify being on a platform that was so detrimental to a large number of our consumers. And, obviously, data privacy is a big issue, which is why we came off that platform." -Annabelle Baker, Lush Global Brand Director (Forbes)
Even though this decision obviously came with financial risks, Lush's shift back to "brick and mortar" advertising has strengthened their brand overall. Their commitment to caring about the wellbeing of their customers has given them a reputation of social responsibility by prioritizing ethics over profit.
The contrast between TanaCon, Ulta, and Lush shows the profound impact that advertising has on a brand's reputation. Unethical approaches like misleading promotions and insensitive messaging can damage a brand's reputation and weaken consumer trust, like observed with TanaCon and Ulta. Brands like Lush succeed by prioritizing integrity over profit, which builds a stronger bond between company and consumer. In an era where consumers are more socially conscious than ever, brands must prioritize honesty and transparency to flourish.
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