Question of ethics
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.