the determination whether exploitation of cultural norms and values to promote aproduct is ethical or not is guided by the three ethical principles which provide a framework to help a business or market distinguish between right and wrong, determine what ought to be doneand properly justify such actions (Cateora et al., 2011, p. 151). These principles are:1. Utilitarian ethics
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this helps to answer the question; does the action optimize the common good or benefits of all constituencies? And who are the pertinent constituencies?2. Rights of the parties- this probe into the question; does the action respect the rights of the individuals involved?