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Unethical marketing contributions have played a role in many trials around the world. The American Marketing Association (AMA) has made many regulations, all of which are expected to be followed. These regulations ensure that the public is safe and aware of the risks associated with products being sold. Societies need assurance that the products being marketed are not harmful and that the products are completely true to what is being presented. “Marketing of defective, unsafe, and deceptive products has generated hundreds of product liability suits with increasing compensatory and punitive damages claimed and awarded.” (Boedecker and Morgan 1986; Morgan 1982) With product liability lawsuits on the rise, marketers understand the risks and consequences associated with unethical marketing behaviors. Unethical marketing behaviors could potentially cause such extreme damage to a company. So much damage, that the name or image of the company could be negatively impacted forever.
Dow Corning Corporation (DCC) is just one of many corporations that have gone to trial and unsuccessfully fought cases against the public in regards to product liability. DCC is the leading global silicone supplier based out of the United States. DCC offers many products and services, but we will be discussing the use of silicone gel-filled breast implants. “In December 1991, a San Francisco jury awarded a California woman $7.34 million in retributive damages.” (Journal of Marketing, pg. 44) The jury found that DCC had marketed her a defective silicone gel-filled breast implant that made her autoimmune disease extremely worsen. DCC did not market the potential side effects that could come from using the product. DCC did not make consumers aware of the risks associated with using the silicone gel-filled implants, which is why the jury found them guilty and penalized them so

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