Because 4 million of their worldwide customers die each year, tobacco companies like R. J. Reynolds (RJR) have to keep recruiting new smokers. Few people start smoking after they reach adulthood (88 percent of smokers start before they are 18), so new recruits have to come from the ranks of children. As an internal report by a cigarette company stated: "Today's teenager is tomorrow's potential regular customer, and the overwhelming majority of smokers first begin to smoke while still in their teens." So in spite of a 1998 legal settlement prohibiting cigarette promotions aimed at children, RJR has run large multi-page ads promoting a "collaboration between Camel and independent artists and record labels" in Rolling Stone magazine whose readers include more than 1.5 million teenagers. the tobacco ads featured cartoons of animals, monsters, aliens, and space ships and references to "an alternate dimension where everyone wears Black Converse." In 2007, RJR marketed Camel cigarettes flavored with tastes of cocoa, Asian mint, sweet apple, toasted honey. Earlier, an internal RJR memo suggested making "a cigarette which is obviously youth oriented... for example, a flavor which would be candy-like but give the satisfaction of a cigarette." RJR has also promoted a new product, "Camel No.9" packaged in a pink wrapper, in women's magazines whose readers include a high percentage of young girls. The number of teen girls who now say camel ads are their favorite ads has doubted since the promotion began.

RJR and other tobacco companies are spending more money (now a record 90 percent of the $12.5 billion they spend on tobacco promotions) advertising in retail stores and other places where their ads will be visible to children, placing them at children's eye level or next to candy shelves. At least once a week most teens (75 percent) visit retail stores, 80 percent of which post tobacco ads inside, and 60 percent of which post them outside. Advertisement for those cigarette brands most popular with children reach 80 percent of children an average of 17 times a year. According to the U.S Surgeon General, cigarettes are known to injure nearly every bodily organ by inducing deadly cancerous tumors inside the mouth, lungs, throat, larynx, esophagus, bladder, stomach, cervix, kidney, and pancreas and by causing emphysema and heart attacks. Joe Tan, an industry critic, notes: "No advertising is more deceptive than that used to sell cigarettes. Images of independence are used to sell a product that creates profound dependence. Images of life are used to sell a product that causes death." Numerous studies show banning cigarette ads would significantly reduce teen smoking.

Based on the short case, explain the theories of:-

1. Utilitarian
2. Effects on desire
3. Due care theory
4. Egoism
5. Effects on belief
6. Ethics of right and justice
7. Contract View
8. Deontology
9. Social Effects