I get a little sick of businesses claiming that they are “ethical” as their selling point.

It seems to me to imply that all their other competitors are less than upfront and decent or not quite up to their Sir Bob standard.

And more dangerous for them, they have to scrupulously and comprehensively establish and maintain standards that meet their self-imposed Persil white credentials.

One company that seems to have failed the test is the self styled “ethical” fish restaurant chain Loch Fyne.  Allegedly it does not even pay the minimum wage, but makes up for the shortfall through tips.

It is actually legal but ethical, many would say not.

Such corporate self congratulation starts to work against it:

“(Loch Fyne) is an enterprise with respect for animals, people and ecology”.

“In everything we do, be it building a new restaurant, hiring staff or cooking the food we take huge pride in doing it to the best standard possible.”

If you are ethical describe your actions.  If you act ethically you do not need to say it, it  is there to see.

Let’s get “back to basics,” if you say you are morally and professionally superior you had better prove it or be prepared to head for a fall.

Anyway using the term “ethical” strikes me as a bit jaded  if nothing else.

Maybe I am being a bit too harsh.

I was traveling past the Manchester University student Union building and happened to see the mess of campaign banners for the student elections.  What struck me is for all their garish “look at me quality” they said nothing.

Well literally not nothing, they did not say anything that would give me a reason to vote.

One said “Rob Pinfold Mr Incredible” and another said “vote for Vicky its not tricky.”  One sounds like a night club Lothario and the other a silly schoolgirl.

I am sure this is the level I was at when I was at secondary school and I might be generous in that small appraisal.

Where is the messaging?  What do you stand for?  What commands me to spend my time voting for you and not in the pub?

I am not saying that I want them to be at David Ogilvy’s level, but you wonder when it so pathetic….