I have a belief about the ethics of advertising. I think that advertising should benefit the consumer even if they choose to totally ignore it. That benefit might be a free televison programme, a dramatically subsidised newspaper or magazine, lower tube fares or regular rubbish collections. In a sense this is the permission that we have to interrupt people or plaster their neighbourhood with billboards.
And this is my problem with guerilla marketing – or whatever desperately funky terminology it goes under this week. Whether projecting images on our buildings, fly-posting our town centres or littering our streets with brand ephemera it is of no benefit to anyone except the brands that pay for it and the companies that propagate it. It serves no purpose beyond the objectives of those organisations. Guerilla marketing may be seductive but it sucks.

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