Product endorsement: To endorse or not to endorse, what are the questions?
Product endorsement is an increasingly common sight on supermarket shelves, yet the ethics involved remain delicate. Some recent endorsements have ended in embarrassment (most spectacularly the British Dental Association's sponsorship of Ribena Toothkind). This could dissuade companies and potential endorsers from entering a mutually beneficial partnership. Sue Barnard asked the questions that matter.
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