Does Branded Content Raise Ethical Concerns?

Jake Wernick
jw912314@ohio.edu

Reading "The Ethics of Branded Content" by Ann Willets made me think about an ethical issue that does not often occur to me as an "ethical issue." As a marketing major, thinking about the term "branded content" does not as much make me think about ethical issues, as much as it draws my interest. In fact, branded content is actually a field that I am heavily interested in exploring as a career path. The reason for this is not only does branded content help draw revenue for companies, but it also can be used creatively to come up with interesting content. For example, one media outlet that I am a big fan of is the music outlet Genius. Over the summer, they partnered with 1800 Tequila to put together "Refined Rap Trivia," a contest to test participants' knowledge of hip-hop. They offered one lucky contestant the opportunity to face off one-on-one with Chicago rapper Vic Mensa in a "final battle."

Photo via: Genius

To me, this is not only an interesting and creative example of branded content, but also one that in my opinion, does not raise any ethical concerns. There is no type of deception involved in this advertisement, but instead, the advertisement does offer the viewer an opportunity to earn a reward, with little to no cost for them to do so. The advertisement also always makes it clear that the content is brought to you by both Genius and 1800, to not only remind the viewer that they are being advertised to for their own benefit, but also to remind them who it is that is bringing them that content, for the advertiser(s) benefit.

Thinking about the subject more, it is understandable how many people may have skepticism in regards to branded content. Many media outlets use it as sole sources of content. Oftentimes, their use of it makes it sometimes may make it difficult for viewers to determine what is and is not an advertisement. With this problem, viewers may be more susceptible to the advertising, and thus, an easy target. In order to counter this, it is important that media outlets find balance and also properly label branded content as such. No media outlet should be solely focused on paid advertising, as this takes away from the true heart of journalism, and instead, focuses solely on turning a profit. It is also very important that media outlets properly label brand content as such in order to let their viewers know that they are being exposed to an advertisement. From there, it is up to the viewer whether they allow themselves to be influenced by the content. While many people may believe that it is up to them whether they are influenced by content or not regardless, an advertiser who is working twice as hard to persuade the viewer can be more likely to have an impact on someone who believes they are just viewing normal content. As long as outlets do not attempt to be sneaky with their branded content, its use can still be beneficial to all involved parties. Instead of trying to trick the viewer, outlets should focus their time more so on thinking of ways to intrigue the viewer with the branded content.