Ethic`s in marketing

Summary In such a hasty and harctic world, which day by day becomes harder and harder to understand,it`s important not to treat ethics like something far away from real life, a discipline which find its place in universities libraries. Ethics speaks about values,about good and bad, both people and companies cannot avoid involvind in this field,because what we do,and what we can`t do,may always be the subject of an ethic assessment. For this reason,i opted for this theme,considering that is extremely important,that ethics are the most important start point of every marketing activities.

key words : marketing, marketing research, social responsability of companies JEL classification : M31

INTRODUCTIONEthics is one of the main branches in philosophy and can also be known as "science of moral

reality".It can also be understood like a moral philosophy, of the good and of the bad, of the debt, trying the elucidation of moral problems through a cognitive approach.1

According to The Explanatory Dictionary of Romanian language, the word ethics ( from french ethique,and latin ethicus),it represents the science which deals with theoretical study of values and human condition from the perspective of moral priciples and their aim in social life, whole rules ofc corresponding moral conduct.

The history of western ethics, just as the western philosphy,has its beginning in ancient Greece.Main names that are remembered here when talking about greek ethics are : Socrates, Plato, Aristotle.

The V-VI. Centuries BC and the Far East were suggestive in this field of practical reason by Daoism and buddhism. The common point which is found in almost all ethical theories, including contemporary philosophical discourse is the inclusion of two concepts: happiness and virtue. Another constant of Western philosophy is good, which is intertwined with virtue and happiness, and with reason.

Thus: • Aristotle defines ethics as a practical science whose object as a rational human action and behavior aimed virtue. • Spinoza considers the science that aims to release from the bondage of human feelings and to learn to live by reason. • Kant sees science laws of freedom, divided into two main sections: the empirical, practical anthropology and part rational morality that is ordered around the concept of duty. • Hegel defines it as a science that aims at achieving good idea of the unity of the human will and the objective world outside

In conclusion ethics deals with moral dilemmas faced man in all areas of his life decision-making practice. To solve the dilemma, ethics aims to clarify the nature of the first and final standards, which must be judged according to the deeds of man as just or unjust facts.

Staying in concepts, ethics has three main subdivisions: - meta-ethics (philosophical ethics), dealing with questions about the nature of moral concepts and

judgments; - Descriptive ethics, dealing with comparative studies and intercultural; - Normative ethics (ethical practice), is considering prescribing rules (laws) for individual human

behavior, and moral organization of social life.Normative ethics is divided at its turn into two categories - general normative ethics, which studies and report the behavior patterns; - Applied normative ethics, consisting of a bundle of philosophical discipline that attempts to

analyze cases, situations, dilemmas relevant to the real world.

1 Singer, Peter - Treaty ethics, Polirom, Bucharest, 2006, pp. 29-38

These disciplines include Information ethics, animal welfare ethics, business ethics, bioethics, medical ethics, environmental ethics, research ethics, ethics in public policy, international relations ethics, media ethics.

Business ethics and business ethics is a discipline in applied ethics, dealing with morally analysis of the way in which economic actors (companies, shareholders, employees, buyers, etc.) act. She appeared in the early twentieth century in the United States as a result of broadening the application of ethical theories beyond the general area of human actions.2

Business Ethics includes marketing ethics, ethics concerns, enforcement and moral principles, optics and practice of marketing. The way to realize the ethical norms is the codes, values and moral standards developed by various professional organizations, consumer associations of undertakings.How important economies in the diagram any society is growing, it is absolutely normal to and enhance research in the field of business ethics. They focus mainly on the partners involved in economic activities within a market. The category includes corporate partners, their customers, their suppliers and dealers, shareholders, employees and not least the community. Reporting corporations listed on the others is through the concept of corporate social responsibility.

1. NORMS AND MORAL VALUES Moral fulfillment regulatory functions of both the relations between individuals and between

individuals and the community to achieve a balance between these entities on the basis of equal rights and duties requires certain rules."A rule is a model of action to be applied in certain circumstances"3

There are three sets of rules (criteria, rules). - Technical rules (concerning the usefulness of a product);- Legal norms (required by law);- Moral norms (which raises ethical, have intrinsic value and are generally valid);Moral rules consist of recommendations and / or mandatory, most of which today also, and

religious norms and legal norms. Some are categorical moral norms, such as one of the Ten Commandments: You should not steal! Theft is not only an immoral act, but also illegal becauseit is out of a legal norm.

In terms of value, moral and legal rules must subordinate all other values: occupational, physical, aesthetic, ecological. These values are inoculated since childhood, building on them the whole personality structure.

Unlike the technical or legal norms, moral norms are apparently more lenient, calling them the moral sense of the recipient, the responsibility. This mode allows the interpretation of the moral norm rather than an external constraint, but the possibility of personal choice as an expression of human freedom

The greater the inertia of a society and its conservative traditionalism more pronounced, the more rooted in people's consciousness the idea that habits are eternal, unchangeable part of the world order. These traditions preserved by tradition not based on rational arguments and are not assumed by a deliberate decision; they are as they were always and only because there must respected.4

The value is a complex notion that reporting is therefore a measure of outcome and conduct a direct assessment. Values can be personal or social group; this stratification does not always corresponding real values assigned are often a compromise between the three categories mentioned.

Although there are values that can be considered as common to almost all societies, there are sometimes sharp contrasts between their expressions through the principles and behavioral assessments.

Morality is a code of conduct which may lead to source a social contract, natural law, divine precepts or individual standards

Two particular concepts must be precisely understood universally valid: anyone, in any situation, obligations and rights. Their importance is normally equal and exclude the other one violation.

Morality is not therefore a matter of choice, but rather a reporting bisensuală, the more that are positive or negative relative situational; any statement of ethics must be consistent, ie if we say we have

2 Roth, John K.- Ethics (Revised Edition), Vol. I, Salem Press, California USA, 2004, pp. 181-1833 Crăciun, Dan - Business & morality, ASE, Bucharest, 2003, pag. 864 Crăciun, Dan - Etica în afaceri, ASE,Bucharest, 2005, pag. 61

done it in a particular situation and should not be done B in another situation, we must be able to highlight relevant differences,ethically speaking.

2. ETHICAL ISSUES IN MARKETING. Ethics brings together marketing issue norms to be met and the values to be achieved within the

performance of all acts market partners, because they take place in a moral framework. It takes into account the demands of social groups that are affected by the consequences of supply flows of goods, services and ideas in the short, medium and long.5 In the current context of economic existence can not be conceived without them based on responsibility, honesty , fairness etc.According to the explanatory dictionary of marketing:6

- above all rule In literature, based on specific reasons for the following styles of ethics:

- consequences for all; - First undertaking; - Our long-term benefit (cautious style); - Reputation in the forefront (virtuoso style); - Spontaneous reasoning (intuitive style); - One that survives is right (Darwinian style)Because marketing is conducted in constant contact with the public and can be viewed as a

component of economic affairs, people quite often associate it with a less ethical activity. This communication strategy of the company and its response to various disturbing factors of the environment must comply with ethical conduct. A model of ethical decision making marketing activity is shown in Figure

Due to the low purchasing power of the population in developing countries and transition periods, but also due to lax legislation and / or not enforced rigorously because of incompetence or corruption, companies offering these countries markets lower quality products and services, unacceptable in developed countries.There are few cases where consumer safety is endangered by selling certain products (especially medicines and foods) expired, or even if consumer safety is not endangered, are on the market for sale goods or services morally deplorable.In other cases it is a marketing campaign and a very weak promotional activity.

The issues are more complex in terms of environmental protection, multinational corporations in this case is the first incriminated as environmental damage, resulting in numerous casualties, produce serious, often irreversible, not only in countries that produce, but affects climate, water and air quality across the globe. The causes of this destruction of the environment are very permissive legislation, the low technological competence and awareness of the dangers posed to the high cost of recycling technologies etc.

Figure 1. Model of Ethical Decisions

5 Mâlcomete P., Pop N. Al., Florescu C. Marketing, explanatory dictionary, Economic Publishing House, Bucharest, 2003, p. 2386 Mâlcomete Petre, Pop Nicolae Al, C. Florescu - op. cit., pag. 238-239

Due to the variety of cultural values and morals of the whole planet due to unacceptable effects by agreement of governmental and non-governmental associations emerged the idea of the existence of international codes of ethics.

International Institute of Ethics in Business7 propose three principles ideas: companies - Integration; business ethics must underpin organizational culture and reflected in all

actions of the organization. - Implement a plan for change of attitude in the various activities of a corporation; ie promoting

higher environmental practices, consulting experts where appropriate, etc.- Internationalization made after an initial clarification of moral identity of the company, which has

an action program and a code of ethics without specific cultural color, which does not require changes of substance when applied in a global context.

It is pleasing that lately appear increasingly more codes of ethics in marketing with a structure and a similar content, which proves both a common vision regarding ethics in marketing and increased interest in this.8

Ethical rules in promotional activity field Ethics goes beyond legal because the latter cannot include all situations in which moral rules are

affected. Because of the need to be as creative promotional policy is that marketing is the most attention on ethical evaluations.

Internationally, the most prestigious professional organization in the field of marketing, American Association of Marketing In Romania, was developed by the Romanian Advertising Council (RAC - Romanian Advertising Council) Code of Advertising Practice9, envisages the mission its promotion of good practice among operators marketing for this purpose, developing a code of ethics, values and ethics in marketing, in which all members are affiliated organization. Thus, any operator marketing should be responsible for all the consequences of its activities and ensure that all actions, decisions and recommendations are directed to serve the intended audience: consumers, organizations and society in general.

In Romania, was developed by the Romanian Advertising Council (RAC - Romanian Advertising Council) Code of Advertising Practice, envisages its mission and the promotion of good practice among operators marketing for this purpose, developing a code of ethics, values and ethics in marketing, in which

7 www.business-ethics.org/links.asp8 Crăciun, Dan - Business & morality, Editura ASE, Bucharest, 2005, pag. 345;

www.rac.ro/code.php9 www.rac.ro/code.php

all members are affiliated organization. Thus, any operator marketing should be responsible for all the consequences of its activities and ensure that all actions, decisions and recommendations are directed to serve the intended audience: consumers, organizations and society in general. The Code was designed to address all those involved in promotional activities in general and advertising in particular, trying to establish rules (rules) ethical professional behavior in this area. In order to use advertising in Romania to inform public opinion correctly, honest and decent, respecting both national laws and practice the principles of internationally recognized advertising. Between the two codes are closely connected, both drawing DGs of Conduct organizations wishing to observe moral principles in the actions we take.

Combining the two codes of ethics, we conducted a set of basic rules regarding promotional activity :

2.1. Rules on sales systems and public relations In the field sales force management is considered unethical and misleading exaggeration of features and benefits of the product. Also offering gifts to customers is regarded with caution because it is necessary to define carefully the difference between gift and bribery. The advertisements on the subject of sales on credit must indicate clearly good faith and credit conditions. They shall specify the terms of use and ownership.Promotional messages by e-mail must be clearly identified as such, without the need for the message to be opened. Advertising for distance selling must contain the full name and address clearly the annunciater (and provider, if different);

Sale by e-mail or mobile phone must contain the full name and address valid (eg e-mail address) to annunciater, where consumers can send a request to exit the database; The promotional activity is prohibited when aimed ordered to pay the recipient of unsolicited goods. Promotional activity, whether it's about contests or special offers must make public in a clear and accessible terms of participation and promotion expiration date, and if conditions indicate competitions awards and means the media or the place to be announced the results

In public relations, there are the International Code of Ethics for Public Relations, (also known as the Code of Athens), promoted in Romania by the Romanian Association of Professionals in Publics Relations.10 Under this code, the operators of public relations must not: .

- To make the truth to other requirements; - To transmit information that is not based on the facts established and verifiable; - To take part in any action that is unethical or dishonest or that may affect human dignity and

integrity; - To use manipulative methods or techniques designed to create subconscious motivations which

the individual can not be controlled by his own will, so can not be held responsible for actions taken on them.

2.2. Rules on promotional activity by product category2.2.1 Alcoholic beverages

Alcoholic beverages promotional activity must not clash with the need to provide consumption patterns that encourage moderation, fairness and responsibility.

The promotional activity should avoid, in particular: - Encourage uncontrolled and excessive consumption of alcoholic beverages;- Description of the situation unhealthy attachment to the product and, in general, alcohol

dependence; - Addressing to minors or their representation, even indirectly; - Association between drinking and driving; - Public belief that to consume alcoholic beverages would lead to clarification of mind and physical

efficiency or lack of consumption of these products may cause physical and mental inferiority;- Presentation of the alcohol content of the beverage, the main topic of promotional activity.

Brewing industry is allowed to develop commercial communications for beer creatively and consistent with values such as

- Consumption as a pleasant experience, personal and social;

10 www.arrp.ro/index.php?option=com_content&task=view&id=21&Itemid=38

- Consumption as a social activity and responsible consumption as a source of joy and relaxation - Responsible consumption as part of a healthy lifestyle for most consumers; - Consumption should be done in moderationCosmetics and personal hygienePromotional activities on cosmetics and personal hygiene must not make the consumer to believe

that those products have different characteristics, properties and uses than those to be applied to the skin, hair, nails, lips, mouth or teeth, with a view exclusively or mainly to cleaning them, perfuming them, change their appearance and / or correct them odors and / or protecting them or keeping them in good condition. It can present these products as having additional features that prevent certain pathological conditions, provided that the products contain certain ingredients really special or special formulas to be performed after.

Under no circumstances, promotional activity we must not make consumers believe that they can replace drugs, healthcare or therapeutic treatments with cosmetics or personal hygiene.

2.2.2. Dietary productsDietary promotional activity should be performed in a manner that does not push the wrong

consumer nutrition and avoid references to health-related recommendations.Medicinal products and curative treatments promotional activity For medical products and medical treatment requiring a prescription is prohibited. Promotional activities for medicinal products and curative treatments that do not require a

prescription must warn the public that the products contain substances that can harm health and avoid: - to suggest that the product does not cause side effects or safety or efficacy that is because it as

a natural product; - To suggest that a medical consultation or surgical operation is necessary or incite any erroneous

self-diagnosis; - To use the recommendations of scientists, medical professionals or persons in public or to refer

to healing modalities in a manner inappropriate, misleading; - Compare the medicinal product with food, cosmetics and other consumer products; - Use misrepresentation, misleading or impressive to changes of the human body caused by

disease, injury or action of a medicinal product.Training courses and teaching methods or promotional activity

Related study training courses and teaching methods and study should not contain promises for a job or to exaggerate or payroll employment opportunities for people who follow these courses or take proposed methods.

Financial transactions and real estate promotional activityIintended to solicit or promote financial transactions, real estate and, in particular, saving and investing transactions in movable or immovable property must provide clear and complete so as not to mislead the public, so that the perceive the message, despite of a lack of experience can make an informed choice to use their own resources.The provisions of this Article shall apply to promotional activities for banking and insurance

Package holidays organizedPromoting all forms of organized holiday packages must provide complete and accurate information, especially relating to the services included in the minimum price of participation. The message should focus on the suggestion to analyze carefully the conditions of obtaining payment and cancellation that are listed in the information or material form.

Educational baby toys and products for promotional activityGames, toys and educational products for children should not mislead the:

- nature, performance and product size; - The degree of skill required to use the product; - The amount to be spent, especially when it comes to the purchase of complementary products to

make the product work Promotion should not minimize the price of the product or to suggest that its acquisition is normally

accessible to any family budget.

3. ETHICS PROMOTIONAL ACTIVITY IN THE CONTEXT OF GLOBALIZATIONGlobalization is the term used to describe a multicausal process that results in the fact that events

occurring in one part of the globe have repercussions increasingly wider on companies and problems in other parts of the world. There is no definition of globalization in a universally accepted form, and probably not final.

The reason is that globalization subinclude a multitude of complex processes with variable dynamics touching different areas of a company. It may be a phenomenon, an ideology, a strategy, or all at another place.11 Globalization is the term used to describe changes in modern society and the world economy resulting from increased international trade particularly in cultural exchanges. It describes the growth of trade and investment barriers fall due and interdependence between states.

In the economic context, it is common to refer almost exclusively to the effects of trade and trade liberalization in particular or free trade, but taking into account that each area has its own cultural values and norms, setting out its spiritual identity , translated in practice by certain specific attitudes toward the world. Thus, if all companies agree that killing innocent people, theft or deception are bad, in terms of discrimination against women ideologies are divided.

These cultural distances company creates difficulties in communication with consumers; communication must arouse interest and encourage potential buyers to offer company culture should be regarded as a phenomenon consists of several multinational coordonates difficulties in international communication are determined by a number of barriers that can disrupt the correct transmission and reception of messages.

- differences in language;- Cultural differences;- Availability of communication media- Restrictions on the promotion;- Economic differences- Differences in tastes, habits, attitudes- Availability promoting agents- Specific local distributors.

As far as the War was a defining force explosive projectiles measure defining globalization system is speed - the speed of commerce, travel and innovation.12

Globalization has its own technologies that define: computerization, digitization, satellite communications, fiber optics, and not least, the Internet. .

Due to its composition and computer networks enabling the rapid exchange of information and access to markets around the world, the Internet has become an increasingly important promotional activities

. Companies and individuals who use the Internet for promotional purposes should weigh the risks and assume responsibilities consequences of their activities, which have mainly focused on three aspects

- Confidentiality refers to the particular information from consumers, they must be protected against access unauthorized and used only for specific purposes.Express wishes of others must be respected, including on sending unsolicited e-mails.

- Integrity concerns respecting the integrity and property owners of computers and computer networks so that they are protected and respected. Information of a obtained via the Internet must be authorized and properly documented.

- Access to important information (accounts, passwords, etc.) should be confidential, their content can be viewed only when marketers are authorized to do so. Integrity must be respected and other systems in terms of placing information, advertising and messages.

The responsibility for security concerns and correct use of information does not return a single person or a small group of members, but to all who use the Internet

11 en.wikipedia.org/wiki/Globalization12 Crăciun, Dan - Etica în afaceri, ASE, Bucharest, 2005, pag.197; Orzan,Gheorghe, Orzan, Mihai - Cybermarketing, Uranus, Bucharest, 2007, pag. 33

Parallel to gain new challenges of globalization arises an increasing interest to defining new strategies to address the impact of promotional activities on society and the long-term impact profound repercussions on the environment.

Thus, because Western culture based on wasteful excesses of the packaging industry and intensive exploitation of non-renewable energy sources, both issues of storage and recycling of waste and harmful emissions problems are becoming more serious, the environment is increasingly more polluted.

Globalization has created new opportunities for enterprises, but also led to increased organizational complexity, companies need to assume new responsibilities, especially in developing countries

4. CORPORATE SOCIAL RESPONSIBILITY Corporate social responsibility (CSR abbreviated literature after the English form of Corporate

Social Responisibility) is a concept that refers to debt that companies (as social actors) have towards all parties involved in the alleged actions of their economic activity. The concept refers to all categories of companies, from micro to multinationals. The debt means that that company must act in accordance with the obligations it has to some parties and respecting accepted moral principles along tradition.

The concept emerged after the Second World War, with economic growth and exacerbating role of large companies in the society of that action must be defined socially responsible. This latter concept emerged long before the twentieth century and refers rather to a singular point of a company strategy regarding the parties involved, without having any commitment to them or to pre-existing social values.By contrast, corporate social responsibility is just a commitment made to society and stakeholders in terms of action on the economic activity.

The balance between morality and self-interest is necessary for long-term development of a company. Developing a company means not only making a profit, but its reinvestment in the business need not only financial capital but also active, human resources and social capital created a reputation and trust.

Directing a portion of their profits to such resources, the company will offer owners a lower profit in the short term, but will create a sustainable form of capital. Economic development and wealth creation are only possible in a system of exchange relations based on trust and credibility. Companies with a low trust in institutions and businesses can have a sustainable economic progress.

Ethical behavior of an organization is given by a number of factors: the country's level of development, leadership style practiced, organizational culture, ethical codes, its mission, the results obtained, the environment in which it operates, competition, pressures of society, etc.

Economic responsibility is the basis of other types of responsibilities it supports and makes possible both companies with shareholders who want a maximized profit, employees who want safe and well-paid jobs and customers who demand good quality products at affordable prices.

Legal responsibility requires that actions of companies to obey the laws of society in which it operates. In most cases, these laws represents beliefs and moral norms of society, so that their observance is a condition of existence of companies. Responsibility ethics forcing companies to do what is just, fair and equitable, even if not required to do so by the existing legal framework.

Philanthropic responsibility covers all those situations where the corporation is free to decide, without any external compulsion to engage in actions aimed at improving the quality of life of employees, local communities, the whole of society as a whole. This type of social responsibility encompasses a wide variety of actions, including charitable donations, support educational institutions, sponsorship of cultural and sporting activities, etc.

4.1. Consumer demand and protectionAs carriers in the market mechanism, the consumer plays an important role, it constitutes the reference element of all activities întrepinse both manufacturer and trader

Consumer demand determines supply producers to survive in the free market, must constantly adapt both products and services we offer and how to promote them.

The spectacular increase in the supply of goods and intensifying competition has forced manufacturers to objectify that their remaining in the competition depends on the number of customers attracted.

Nowadays, companies are concerned with the satisfaction of the requirements as specified cast and order their products as close as possible to consumer expectations.

Given a real market economy, but there are many shortcomings of the mechanism that may affect consumer interests, thus diminishing their sovereignty.

The mission of protecting the consumer can not be reduced only to educate and inform correctly the consumer.13

Consumer protection is a set of provisions on public or private initiative designed to ensure and continuously improve consumer rights, because in the absence of any restrictions, market forces could lead to inequality and the neglect of social needs. Consequently, it is necessary to have regulations that would establish the prerequisites of a competitive environment and a loyal consumer protection.

Consumer protection is a set of provisions on public or private initiative designed to ensure and continuously improve consumer rights.

A market demands category refers to himself within it, mainly on the necessary conditions must be created and rules to be observed. .

There are many reasons that come to argue the need to protect consumer interests, regardless of the economic, legal or any other kind, with the plan informational, legal, economic and representing the interests of a disparity of force between a consumer and economic organizations with which it could get into a conflict.

The need for protection against organizations generally occurred due to multiplication and abusive practices in competition, and the use of aggressive or promotion shocking, often equivalent to a pressure on the consumer.

This requires the need for corrective actions to remedy market failures • Formulation of rules against unfair competition • Prohibition of misleading advertising• Indication of correct labeling and pricing; • Amplify the volume of information on the characteristics of goods or services; • Strengthening competition and informational tools etc.The notion of consumer should be seen in a broader context, given that it is part of a community

and therefore has collective interests. The damage that you suffer from a person who accuses a specific violation of consumer rights

should not be considered only within the individual's interests, but must consider its importance by summing all individuals who may be adversely affected similarly.

Wide field of action in which public power or various non-governmental organizations participate to provide some social protection and extremely complex nature of relations between businesses and consumers led the company through various programs to intervene consumer.

These programs are designed to achieve the objectives of consumer protection and its access to accurate information to enable him to make a choice according to personal needs and desires.

European business environment due to its high degree of competitiveness constant concern for consumer protection. This concern has resulted in EU consumer protection principles stipulated in a series of directives on product safety and consumer rights.

In this sense was developed and approved Law no. 148/2000 on advertising, a law that aims to protect consumers of products and services, protection of natural or legal persons carrying on an activity of production, trade, providing a service or practicing a craft or profession, and the general public interest protection against advertising misleading advertising and its negative consequences determines the conditions under which comparative advertising is permitted.

The law defines specific terms such as subliminal advertising, misleading advertising and states that advertising must be decent and fair to be developed in the spirit of social responsibility. Under the law provided a number of specific provisions on advertising of certain products such as those of tobacco, alcohol, or advertising of products for children, prohibiting advertising of narcotic and psychotropic substances. Acts or illegal acts affecting the rights and interests of consumers attract civil liability, material or criminal law.

13 Kotler, Ph., Saunders, J., Armstrong, G., Wong, V. - Principles of marketing (Second European Edition) , Prentice Hall Europe, New Jersey, USA, pag. 72

The main consumer rights are:- The right to be protected against the risk of purchasing a product or a service are likely to prejudice

the life, health or safety or to impair their rights and interests. :- The right to be informed fully, fairly and accurately the essential characteristics of products and

services so that the decision to be taken in connection therewith to closely match their needs and to be educated as consumers;

- The right to have access to markets that provide a wide range of quality products and services.- The right to be compensated for damage caused by inadequate quality of products and services,

using for this purpose the means provided by law.- The right to organize into associations for consumer protection in order to protect their interests.

The consumer must know, at any time, the full range in all its aspects (volume, structure, price, quality, etc.) to constitute the prioritization criteria with which he faced while consumer and options use of cash resources.

Responsibility to meet consumer programs lies mainly government bodies, but in this complex area of issues need to be attracted and involved with concrete actions and a number of social organizations such as trade unions, associations and other NGOs which have inserted in their field goals aimed at protecting consumers.

5. CONCLUSIONAs a conclusion, consumer protection aims to improve quality of life by protecting consumers from

deceptive practices and aggressive techniques to promote to whom they would be defenseless.

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