International Journal of Business and Social Science Vol. 2 No. 24 [Special Issue – December 2011] 158 Ethical Approach to Fast Food Product Contents and Their Advertisement Strategies Mustafa SOBA Assistant Prof. Dr. Usak University Faculty of Economics and Administrative Sciences TURKEY Erhan AYDIN Research Assistant Usak University Faculty of Economics and Administrative Sciences, TURKEY Abstract Ethics of Fast Food industry applications have been identified as one of the most important topics worthy of academic research in marketing and producing fields. In this paper we examine whether Fast Food sector companies behave ethical or not. Because Fast Food companies claim that they are behave ethical. Fast Food sector has a crucial economic power on the world. We know that a lot of Fast Food stores open every day all over the world and Fast Food sector is growing day by day. However some countries forbidden to open Fast Food stores and close a lot of Fast Food stores, some countries forbidden to sell fast food product in schools. We examine Fast Food product contents and their advertisement strategies. Keywords: ethics, Fast Food Company, fast food industry, marketing ethics, GMO Products 1. Ethics Definition in General Term Ethic in general term for appraise to decide what is obligatory or permissible, right or wrong, good or bad both for individual or society as a whole. Ethic associated with shame, empathy, guilt and tenderness also care. It is interested in behaviors as well as character and also both personal matters and public matters; besides ethic is affected by social environment, religion, law, personal conscience and social desirability. 2. Ethical approach of marketing definition In general, ethic is emphasizes on the determination right and wrong. Ethic is, for marketers, good marketers play by the rules (standards, principles, formalities) of the industry. Bad marketers in contrast, break the rules (McGraw-Hill, 2004). Marketing ethics concern on rules that they are acceptable for marketing attributes. Ethical market regulates and establishes long term competitors‟ relationships, being trust among the buyer and seller (McGraw-Hill, 2004). Marketing ethics aim to prevent from misunderstanding and challenges while defining marketing. Ethical Approaches in International Marketing Ethic is part of philosophy, concern moral and value. Owing to globalization of marketing the number of people, go in for international marketing, increased. Ethical issues are not suitable for all over the world. They have not certain rules as a t-shirt. Because of this reason we faced international marketing. International marketing is influence many ethical approaches. They are “prescriptive and descriptive” marketing ethics approach (Hunt and Vitel.1986) a. Prescriptive Approach Prescriptive ethics want to catch a respond what the moral questions are. Normative approaches aim to do improve rules to help the international marketers. We can talk about two types of normative approach as “deontological theories” and “teleological theories” (Hunt and Vitel, 1986). The first one is deontological mentions about specific actions but teleological theory focus on conclusions of actions.