Cigarette and E-Cigarette companies use different marketing strategies to promote their product. Some of these marketing strategies could be considered by many to be both unethical as well as illegal. Many ethical and legal issues surround the cigarette industry and these same issues could be relevant in the emerging E-cigarette industry. This research organized cigarette industry behavior into a matrix where a behavior was classified on whether it was ethical, unethical, legal or illegal. In order for a behavior to be considered ethical it must meet the minimum standard of being legal except under moral exception. What is considered to be ethical or legal marketing strategies is dependent on the time frame in which the marketing strategy occurred. E-Cigarettes are a new industry, therefore laws regarding their usage are just now being enacted. This leaves us with the unique situation where the minimum standard for ethical behavior, which is usually legal behavior, has yet to be fully established. The purpose of this conceptual research is to organize E-cigarette marketing strategies into ethical and legal strategies in the matrix similar to the way tobacco company behavior could be organized. Discussion and future research avenues will be provided.
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Kilby, Jason Bruce; Anitsal, Ismet; and Anitsal, Melek Meral, "An Exploratory Study on Ethical and Legal Issues of Marketing Strategies in the Cigarette Industry: Perspectives on E-Cigarettes" (2018). Association of Marketing Theory and Practice Proceedings 2018. 8.