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The proliferation of cellphone usage are like selling cigarettes. Why? Due to the fact that whenever you sell tobacco, the label always say that it is hazardous to your health. Yet companies still sell their products without any concern or remorse that their product might be the linchpin to a customer’s health depletion. With this in mind, marketing ethics comes into play. Nowadays, cellphones are crucial within the life of a person throughout the day. It is a must that he has to have his cellphone because its the most portable and convenient way of remote  communication. Yet some people are quite sensitive and disturbed that radiation and carcinogenic effects.

There’s always a trade-off whenever technology complements you. Cellphone companies don’t really ponder the health hazards of their products. What’s funny about this is, some people never really bother with the health hazard it poses whenever one uses a cellphones. In order to scrutinize the risk of cancer for a cellphone user, a cooperative project between countries has been launched called Interphone. Most companies urged these countries to come up with such project that would be for the betterment of the companies and consumers. This means some cellphone companies are still adhering to the very core of marketing business ethics. Business should be a mutual matter. Whether you are the consumer or the capitalist, both must maintain a healthy relationship that would complement each other. A cellphone user must always bear in mind that whatever technology he grasps there’s always a hazard if used excessively. The company should do their part as well. They should educate cellphone users whenever their usage is more than enough. As technology progresses and data demands have increased on the mobile network, towns and cities have seen the number of towers increase sharply, including 3G towers which work with larger bandwidths. The rise of networks ignited protests over health concerns, of which examples can be seen from headlines around the world: locals pulling down base station masts, or even, in some countries, physically attacking installation crews, communities lobbying against the rollout of cell networks, protest banners, demonstrations near hospitals, houses and local schools. Companies don’t want this, as well as consumers. There must be a mutual relationship between the two parties in order to address the primary concern which is promoting the use of cellphones amidst its health hazards.

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Why would one bother to use a cellphone if it poses a health hazard in the first place? The answer is simple, sometimes people are stubborn enough to ignore these hazards. Companies should promote the use of cellphones in an apt manner wherein they would know when their use of their cellphone have exceeded. A company should always state in a cellphone user’s manual the limitations and hazards whenever they use their cellphones in excess. The use of cellphone pose occupational hazards as well. Not only direct cellphone users are at risk here, just like smoking, there are secondary users affected by the radiation that emanates from the cellphone. Companies should not ignore such issues, they consider it as a pollution per se. Why? Because even though the radiation is not seen by the naked eye, the radiation will eventually deplete a cellphone user’s health. Precautionary measure should be initiated by cellphone companies for the sake of the health of the consumers. Yet it is the prerogative of a cellphone user to exceed his use of a cellphone. But of course, a company will always hold responsible for any hazard it may bring to a consumer. Although all of these are problematic in application, due to the widespread use and economic importance of wireless telecommunication systems in modern civilization, there is an increased popularity of such measures in the general public. They involve recommendations such as the minimization of cellphone usage, the limitation of use by at-risk population, the adoption of cellphones and micro-cells with severe levels of radiation, the wider use of hands-off and earphone technologies such as Bluetooth headsets, the adoption of maximal standards of exposure, RF field intensity and distance of base stations antennas from human habitations, and so forth.

The use of a cellphone is a necessity for most people. People are always at work and people always have to communicate. Communication is crucial to everyone yet health should be prioritized as well. A cellphone user must moderate the usage of his cellphone, so as not to acquire any cancer-related illness. On the other hand, companies should always bear in mind that the more profit they acquire, the more people will be at risk. Technology is either a good thing or a bad thing. But companies should be objective and must be at the helm of the proliferation of cellphone use and health hazards.

Citations: “Cellphones and cancer: what is the evidence for a connection?”

               J.E.Moulder et.al.

              American Marketing Association Statement of Ethics (2004)

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