Ques­tion of ethics

Element - - Upfront -

Com­plaints about the ‘Eth­i­cal Choice’ mar­ket­ing cam­paign run by ba­nana and pineap­ple multi­na­tional Dole has seen the NZ Com­merce Com­mis­sion (CC) is­sue a com­pli­ance notice ad­vis­ing the com­pany that it may be in breach of the Fair Trad­ing Act. The Eth­i­cal Choice stick­ers ad­her­ing to the com­pany’s fruit will be judged in court as to whether they’re, well, eth­i­cal. The CC has ad­vised that they may be seen as a third party en­dorse­ment of the com­pany’s prac­tices, and that they may im­ply that Dole is more eth­i­cal than its com­peti­tors. Dole has said it would re­move the ad­ver­tis­ing ma­te­rial.

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