Mattel's Commitment to Ethics
Privacy and Marketing Technology
Mattel’s core products and business environment can present ethical issues. For example, since the company’s products are primarily designed for children, it must be sensitive to societal concerns about children’s rights. In addition, the international environment often complicates business transactions. Different legal systems and cultural expectations about business can create ethical conflict. Finally, the use of technology may present ethical dilemmas, especially with regard to consumer privacy. Mattel has recognized these potential issues and has taken steps to strengthen its commitment to business ethics and social responsibility.
Advances in technology have created special issues for Mattel’s marketing efforts. Mattel has recognized that, because it markets to children, it has the responsibility to communicate with parents about corporate marketing strategy. The company has taken special steps to inform both children and adults about its philosophy regarding Internet-based marketing tools, like the Hot Wheels Web site. For example, the Web site for Hot Wheels contains the following statement:
"It is Mattel’s intention, with each of its websites, to adhere to the Better Business Bureau’s Children’s Advertising Review Unit (CARU) guidelines, including its guidelines on Internet advertising. All Mattel marketing efforts, including this website, are closely scrutinized to conform to these guidelines. We encourage parents to monitor their children’s online use, and to help us protect their privacy by instructing them never to provide personal information on this site or any other without permission."
"Hot Wheels Speed City is a place for kids to play and explore their imagination in an online environment. We understand your concern as a parent about Internet safety and privacy, and we would like to take this opportunity to clarify what we do and offer some suggestions on making this an entertaining experience for you and your child (Site provides several suggestions). If you are interested in more information about helping your child understand advertising and its impact, please visit the Better Business Bureau’s website."