11 Marketing Campaigns That Were Morally Questionable
This article highlights 11 marketing campaigns that faced heavy criticism for being manipulative, exploitative, or ethically troubling.
- Sophia Zapanta
- 3 min read
Advertising often pushes boundaries, but some campaigns cross into morally questionable territory. Whether through exploiting sensitive topics, misleading consumers, or glamorizing harmful behavior, these campaigns sparked controversy. Each case shows how marketing decisions can raise serious ethical concerns.
1. Pepsi’s Kendall Jenner Ad (2017)
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Pepsi released a commercial featuring Kendall Jenner handing a can of soda to a police officer during a protest. Critics said it trivialized real social justice movements. The ad was accused of using activism as a marketing tool. Pepsi quickly withdrew it and apologized after widespread backlash.
2. H.I.V. Shock Campaigns (1990s)
Amrsobhy on Wikimedia Commons
Several health organizations ran ads equating HIV-positive individuals with death, often showing graphic imagery. While intended to spread awareness, they stigmatized people living with HIV. The campaigns were seen as fear-driven rather than educational. Many argued they caused harm to vulnerable groups.
3. Calvin Klein’s Underage-Looking Models (1990s)
Calvin Klein, Inc. on Wikimedia Commons
Calvin Klein ran ads featuring young models in sexualized poses. Critics accused the brand of glamorizing child exploitation. The campaigns prompted investigations in the United States. While no charges were filed, the ads were pulled and remain controversial.
4. Benetton’s “Unhate” Campaign (2011)
Ank Kumar on Wikimedia Commons
Benetton released ads showing photoshopped images of world leaders kissing, including religious figures like the Pope. The company said it was promoting tolerance. Religious groups and political leaders condemned it as disrespectful and offensive. The campaign was banned in several countries.
5. Abercrombie & Fitch’s Exclusionary Marketing (2000s)
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Abercrombie & Fitch openly admitted its brand targeted “cool, attractive” young people. Ads often excluded body diversity and heavily sexualized models. The company faced lawsuits and criticism for discrimination. Its marketing strategy became a symbol of exclusion rather than style.
6. Protein World’s “Beach Body Ready” (2015, UK)
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Protein World ran posters featuring a thin model with the caption “Are you beach body ready?” Many accused the brand of body shaming. The campaign sparked protests across London and thousands of complaints. Regulators eventually banned the ad for being socially irresponsible.
7. Ford India’s Car Trunk Ads (2013)
U.S. Department of State from United States on Wikimedia Commons
Ford India released drawings showing women tied up in the trunk of a car, including caricatures of celebrities. Critics called the campaign misogynistic and disturbing. The ads caused international outrage. Ford apologized and distanced itself from the agency behind them.
8. Sprite’s “Brutally Refreshing” (2016, Ireland)
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Sprite launched a campaign with sexist slogans such as “She’s seen more ceilings than Michelangelo.” The ads were accused of degrading women. Social media backlash was immediate. Sprite pulled the campaign within days.
9. Dolce & Gabbana’s Chinese Chopsticks Ad (2018)
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Dolce & Gabbana released ads showing a Chinese woman struggling to eat pizza and pasta with chopsticks. Critics saw it as mocking Chinese culture. The backlash was so severe that major retailers dropped the brand in China. The incident damaged the company’s global reputation.
10. Bud Light’s “Remove No from Your Vocabulary” (2015)
Michel Curi on Wikimedia Commons
Bud Light ran an ad with the tagline “The perfect beer for removing ‘no’ from your vocabulary.” Critics said it encouraged irresponsible drinking and dismissed consent. The campaign was quickly pulled. Bud Light issued a public apology.
11. GoDaddy’s Puppy Ad (2015)
GoDaddy Inc on Wikimedia Commons
GoDaddy aired a Super Bowl commercial showing a puppy being sold online after a tough journey home. Viewers said it promoted irresponsible pet breeding and sales. Animal rights groups condemned it. GoDaddy withdrew the ad before the game aired.