Here are two sample cases we discuss in our Ethics Core at Felician College

(CORE 250: Applied Ethical Reasoning)

 

Sample Case 1: Coca-Cola Education – a Sweet Deal?[1]                            
© Yvonne Raley, 2003

 

An interesting new trend has recently been pioneered in a Colorado Springs school district.   Because of the skyrocketing costs of education (thanks to insufficient taxes and increasing enrollments), school district 11 became the first district in the United States to openly welcome advertisers into their schools.   In 1997, a marketing expert hired by the district secured a 10-year contract with Coca-Cola for a total of $11 million.[2]

          Hundreds of school districts all over the United States have since joined this trend.  From an advertiser’s perspective, this is a gold mine.  Companies are allowed to place ads in school hallways, classrooms, stadiums, school buses, school rooftops even, as well as distribute “educational” classroom materials that make reference to their product.  According to a brochure distributed at the 1997 Kids Power Marketing Conference, “[w]hether it’s first graders learning to read or teenagers shopping for their first car, we can guarantee an introduction of your product and your company to these students in the traditional setting of the classroom.”[3]

          For the three major soft drink manufacturers (which together control over 90% of the US soft drink market) - Coca-Cola, Pepsi, and Cadbury-Schweppes - advertising to children and teenagers is a sweet deal indeed.  After all, Americans drink about fifty-six gallons of soft drinks per year.  Furthermore, brand loyalty tends to be established in childhood, and “[e]ight-year-olds are considered ideal customers; they have about sixty-five years of purchasing power in front of them.”[4] 

          But do the children themselves profit from this trend?  There is no doubt that it provides more money for schools.  Yet there are important concerns.  For instance, according to the 1999 study “Liquid Candy”, kids now get almost 10% of their caloric intake from soft drinks.   Each can of soda contains about 10 teaspoons of sugar, not to mention the caffeine in Pepsi, Coke, Mountain Dew and Dr Pepper.[5]   More children than ever before are obese, and early onset diabetes (which can be forestalled by proper diet) is spreading at an alarming rate. 

          Corporate sponsored “educational” materials create another problem.  In the words of a 1998 study, 80% of these materials “were biased, providing students with incomplete or slanted information that favored the sponsor’s products and views.  Proctor & Gamble’s Decision Earth program taught that clear-cut logging was actually good for the environment; teaching aids distributed by the Exxon Education Foundation said that fossil fuels created few environmental problems and that alternative sources of energy were too expensive; a study guide sponsored by the American Coal Foundation dismissed fears of the greenhouse effect…. The Consumers Union found Pizza Hut’s Book It! Program – which awards a free personal Pan Pizza to children who reach targeted reading levels – to be highly commercial.”[6]  At the very least, there seems to be a conflict of interest created by this new invasion of corporate America into the classroom. When those pursuing their own commercial agendas are allowed to purchase a direct channel of influence over impressionable children in the public school setting (and remember that school attendance is mandatory), is it possible for education to proceed in an objective and unbiased way?  By the way, it is also interesting to note that the money that corporations spend on these “educational materials” can be written off as tax deductible!

          Perhaps the school advertising movement opens the door to even more worrisome social trends.  Consider what occurred on “Coke in Education” day at Greenbrier High School in Evans, Georgia, in March 1998.  1,200 students were gathered in the parking lot of the school, “many of them wearing red and white clothing, to spell out the word “Coke””.[7]  As a photographer began to take pictures of the “human C-O-K-E”, “Mike Cameron – a Greenbrier senior, standing amid the letter C – suddenly revealed a T-shirt that said “Pepsi.”[8]  This unforgivable act of blatant defiance so upset the authorities that Mike was “immediately suspended from school.”  According to the Washington Post, Mike explained his action simply: “I like to be an individual.”[9]

 

 

 

Sample Case Two: Compulsive Gambling and the Internet                    
© Yvonne Raley, 2004

 

According to a 1999 study, approximately 5% of American adults have a gambling problem.[10] This problem is most prevalent amongst the younger population, and can start as early as high school.  For adolescents and college students, the figures average at around 15%.[11]  A survey of 3,000 students in over 50 NJ high schools revealed that more than 30% of the students gambled at least once a week.  Some of these students are already in serious debt to loan sharks: “Tim, 17, was caught at an Atlantic City blackjack table.  At 18, he owed a loan shark $6,000.”[12]

 

And the problem of compulsive gambling is getting worse.  The above quoted 1999 study suggests that over the past 20 years, gambling has increased by 20%.  Even worse, in that same time-period, the money spent on gambling has doubled.[13] 

 

It seems safe to say that in coming years, the main contributor to the spread of gambling, especially among the younger population, will be the growth of internet gambling.  Gambling websites are available to anyone, which makes a trip to a casino unnecessary.  Although a credit card is needed in order to play, many 18 year olds already possess their own credit cards, and others have access to those of their parents.  Furthermore, it is impossible to verify a gambler’s age over the internet.  Also, internet gambling takes place anonymously, and in an isolated context.  This makes it hard for to track, or for authorities or other concerned persons to interfere.  For these reasons, it is likely that even more people will become addicted to online gambling.  This is confirmed by a 2002 study, which suggests that the percentage of problematic and compulsive gamblers is much higher among internet gamblers than with other forms of gambling.[14]

 

The effects of gambling on a person’s habits, character, and ultimate well-being are often devastating.  These effects are also measurable, thus giving prima facie credibility to Aristotle’s views on habits and their connection to the formation of virtue.  To see this, consider the four phases of compulsive gambling, or “action gambling”, as it is called.[15]  The first phase, the winning phase, is characterized by winning more often than losing.  It may start with one big initial win.  In this phase, the gambler slowly risks larger and larger amounts of money, and gambles increasingly often.  He is beginning to get addicted to the activity of gambling, and this decreases the amount of time he spends on other activities (e.g. time spent with family or friends, or on working or studying).  The gambler next transitions to the losing phase when he begins to lose more than he wins.  In this phase, the gambler starts to need money, first, to cover losses, and second, to continue gambling.  He also needs to cover his tracks, so that other individuals do not try to stop him as he loses larger and larger amounts of money.  This is when he begins to lie.  He borrows money that he cannot pay back.  Because of the time spent gambling, the steady loss of money, and the increased lying, the gambler’s family life and friendships begin to deteriorate.  In the next phase, the desperation phase, the gambler’s entire life has become centered upon gambling, and depression may set in.  The gambler has completely lost control over his actions – gambling now controls him, rather than the other way around.  The addiction has become too strong to overcome. As people stop believing the gambler’s lies, he may then be forced to obtain money illegally - perhaps telling himself that these are loans that he intends to pay back.  The gambler has thus progressed to the stage of lying to himself, in addition to lying to others.  In the last phase, called the hopeless phase, the gambler gives up.  If he has committed crimes to obtain money, he may have gotten caught.  He may even commit suicide.

 

In rare cases, gamblers will decide to seek help, most often because friends or family have intervened.  It needs to be pointed out, however, that the recovery rate for compulsive gamblers is slim, and in addition, recovery usually takes years.[16]  Many setbacks can be expected.  Once a person has become a compulsive gambler, it is extremely hard to return to being the person one once was.

 

 



 

 

 

 

 



 



[1]  The facts for this article have been exclusively gathered from Eric Schlosser’s Fast Food Nation, Harper Collins, 2001.

[2] Fast Food Nation, p. 51.

[3] Fast Food Nation, p. 52.

[4] Fast Food Nation, p. 54.

[5] Ibid.

[6] Fast Food Nation, p. 55/56.

[7] Fast Food Nation, p. 55.

[8] Ibid.

[9] Ibid.

[10] Shaffer, H., Hall, M, and Bilt, J.  “Estimating the Prevalence of Disordered Gambling Behavior in the United States and Canada: A Research Synthesis.”  American Journal of Public Health, 89(9), 1999, pp. 1369-1376.

 (This combines level 2 and level 3 gamblers – level 3 are those with the most serious gambling problem.)

[11] Ibid.

[12] http://www.800gambler.org/ArticleDetails.aspx?ContentID=4.

[13] Shaffer, H., Hall, M, and Bilt, J.

[14] Ladd, George and Petry, Nancy.  “Disordered Gambling Among University-Based Medical and Dental Patients: a Focus on Internet Gambling.”  Psychology of Addictive Behavior, Vol. 16, No. 1, pp. 76-79.   Because this study was relatively small scale, Ladd and Petry consider these findings preliminary.

[15] http://www.azccg.org/about­gambling/action_phases.html.

[16] The description of these phases, as well as the actions associated with them, is obtained from http://www.azccg.org/about­gambling/action_phases.html.