Economics & Business · Year 8

Active learning ideas

Ethical Marketing Practices

Active learning lets students test ethical marketing concepts in real scenarios, not just read about them. By analyzing flawed ads, debating tough choices, and redesigning campaigns, they see how honesty and trust shape consumer decisions firsthand.

• ACARA Content Descriptions
• AC9HE8K02

• 35–50 min
• Pairs → Whole Class
• 4 activities

Activity 01

• Philosophical Chairs
• 45 min · Small Groups

Case Study Carousel: Ethical Ad Breaches

Prepare stations with Australian ad scandal printouts, like misleading fast food claims. Small groups rotate every 10 minutes to identify ethical issues, note regulations violated, and suggest compliant alternatives. Groups report one key takeaway to the class.

Evaluate the ethical boundaries of persuasive advertising techniques.

Facilitation Tip

For Case Study Carousel, allow 8 minutes per station so groups dissect both the ethical breach and the legal consequences thoroughly.

What to look for

Present students with two advertisements for similar products, one clearly ethical and one with questionable persuasive techniques. Ask: 'Which advertisement is more ethical and why? What specific techniques does the less ethical ad use, and how might they affect consumers, especially children?'

• Analyze
• Evaluate
• Self-Awareness
• Social Awareness

Activity 02

• Philosophical Chairs
• 50 min · Whole Class

Debate Duel: Marketing to Kids

Divide class into pro and con teams on 'Should sugary cereals be advertised during kids' TV?'. Provide evidence packs with laws and studies. Teams prepare 3-minute arguments, then rebuttals, followed by whole-class vote and reflection.

Analyze the responsibilities of businesses when marketing to children.

Facilitation Tip

During Debate Duel, assign roles like ‘product manager’ or ‘parent advocate’ to push students beyond surface opinions into evidence-based reasoning.

What to look for

On an index card, have students write one example of an ethical marketing practice and one example of an unethical practice they have observed. Then, ask them to explain in one sentence why honesty in advertising is crucial for a business's long-term success.

• Analyze
• Evaluate
• Self-Awareness
• Social Awareness

Activity 03

• Philosophical Chairs
• 40 min · Pairs

Role-Play Pitch: Ethical Product Launch

Pairs develop a 2-minute pitch for a new app aimed at teens, incorporating privacy notices and honest features. Perform for class 'investors' who score on ethics using a rubric. Debrief on what made pitches responsible.

Justify the importance of transparency and honesty in all marketing communications.

Facilitation Tip

In Role-Play Pitch, require teams to submit a one-page ethics checklist before pitching so they internalize criteria before performing.

What to look for

Provide students with a short case study about a company marketing a new video game. Ask them to identify two potential ethical issues related to advertising this game to a young audience and suggest one way the company could address these issues more responsibly.

• Analyze
• Evaluate
• Self-Awareness
• Social Awareness

Activity 04

• Philosophical Chairs
• 35 min · Individual

Ad Redesign Challenge: Fix the Flaws

Individuals select a real ad targeting children, then redesign it ethically by adding truth labels or privacy info. Share digitally or on posters, with peers voting on improvements via sticky notes.

Evaluate the ethical boundaries of persuasive advertising techniques.

Facilitation Tip

For Ad Redesign Challenge, provide a rubric with columns for ‘truthfulness,’ ‘transparency,’ and ‘vulnerability protection’ to guide their revisions.

What to look for

Present students with two advertisements for similar products, one clearly ethical and one with questionable persuasive techniques. Ask: 'Which advertisement is more ethical and why? What specific techniques does the less ethical ad use, and how might they affect consumers, especially children?'

• Analyze
• Evaluate
• Self-Awareness
• Social Awareness

A few notes on teaching this unit

Teach ethical marketing by letting students confront gray areas directly. Use contrasting examples to show that persuasion can be honest or deceptive depending on the claim’s truthfulness and audience awareness. Research shows peer discussion deepens understanding of abstract rules like data privacy, so avoid lecturing on codes—instead, let students uncover violations through analysis and debate.

Students will confidently identify manipulative techniques, justify ethical boundaries, and propose solutions that protect consumers. They’ll demonstrate this through clear arguments, redesigned materials, and role-play feedback that shows deep understanding of consumer rights.

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Watch Out for These Misconceptions

• During Case Study Carousel, watch for students assuming all persuasive advertising is deceptive. Redirect by asking them to categorize techniques as ‘honest persuasion’ or ‘deceptive manipulation’ and cite examples from the ads.

  During Case Study Carousel, have students sort advertising techniques into two columns: one for truthful claims and one for hidden or exaggerated claims. Then ask them to trace how each technique affects consumer trust, especially for children.

• During Debate Duel, watch for students claiming businesses have no special duties to children. Redirect by pausing the debate to review the Australian Association of National Advertisers’ Code for Advertising and Marketing Communications to Children.

  During Debate Duel, pause after arguments to display Article 12 of the AANA Code. Ask students to highlight which provisions their own arguments align with or violate, grounding their reasoning in the actual code.

• During Role-Play Pitch, watch for students dismissing data privacy concerns if no hacking occurred. Redirect by asking them to evaluate whether the ad’s targeting method respects consumer consent under privacy laws.

  During Role-Play Pitch, require teams to include a ‘data use statement’ in their pitch that explains how they obtained consent and protected privacy. Then have peers assess whether the statement meets APP requirements.

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Methods used in this brief

• Philosophical Chairs