Because the power of marketing communications has sometimes been abused, many are critical of it. The Federal Trade Commission (FTC) has set strict guidelines that are designed to protect consumers. Global regulations for marketing communications vary. The Center for Science in the Public Interest works to control advertising. Marketing communications directed to children present special problems, because children lack the cognitive ability to evaluate the marketers' messages. Marketing campaigns such as "Spuds Mackenzie" and "Joe Camel" raise health and safety concerns.
Marketing communication can be socially responsible by conveying accurate information about how the organization can deliver value through goods and services that meet a legitimate need. Some companies also engage in socially responsible advertising for products that have risks, such as "Friends Know When to Say When."
