Commentary: permissive marketing – the effects of the AIDS crisis on marketing practices and messages

Discusses the link between AIDS and marketing for companies, and the effect this has had on conventional and unconventional products. Defines three levels of marketing “unmentionables”: taste, ethical and legal. Owing to the subject‐matter, language and images used in anti‐AIDS campaigns, marketing has new freedom and can use its power to shock the public. Concludes that, although some topics which were previously unmentionable are now acceptable, society continues to produce new taboos.