Ethical issues with target marketing on the Internet

Abstract

The popularity of the Internet and World Wide Web (WWW) heightens the issue of target marketing and the vulnerability of some segments. There is an ethical concern that the ability to accurately target market certain segments that are deemed vulnerable allows these groups to be exploited by marketers. This paper explores ethical issues related to target marketing to vulnerable groups on the Internet and WWW. Additionally, the role education has in developing marketing ethics is explored. The author concludes that marketers on the Internet and WWW should follow the same ethical marketing practices as are followed in more traditional marketing venues.