ABSTRACT
This chapter considers the role of the media in raising ethical issues, and describes that some qualitative research carried out with senior managers in twelve leading international toy companies. Whilst the toy industry continues to target young children rather than their parents, there will always be a sense that they are being irresponsible, taking advantage. There are a number of areas where the media might argue it has raised important issues about toys and toy company behaviour that are in the public interest and that have brought about change. The media perform a valuable societal role in bringing important ethical issues to the attention of consumers, but it is also let down by the odd journalist who engages in writing fairy stories. Most consumers seem to like being shocked by media horror stories, and the media might argue that it is these headlines that grab the attention.
