ABSTRACT To what extent is honesty or truthfulness morally obligatory in trade and advertising practices? It is argued here what while we have a general right, in business as elsewhere, not to be lied to, we have no general right, either in our business or other pursuits, not to be deliberately deceived. Certain restrictions on deceptive practices in trade and advertising, even unintentionally deceptive practices, are, even so, morally defensible: viz. where the practice would mislead reasonable people to a material (...) degree or where it would mislead especially vulnerable people who are predictably unreasonable. It is suggested that a code of practice for trade and advertising which exaggerates the degree of truthfulness which is morally obligatory may actually be corrupting in effect. (shrink)

This paper reports on a survey of college students which was designed to provide insights into associations of advertising with the eating disorders of anorexia nervosa and bulemia. The study involved measuring self image and ideal self image and relating these measures to the incidence of the eating disorders and to advertising and merchandising measures. Based upon the findings, various tentative recommendations were made to advertisers who desire to assist in containing eating disorders through their efforts in the marketplace.