The major ethical issue in this regard is the danger that product placements will not be perceived as advertisements by consumers. Consumers in America today are well used to traditional advertisements. They know that advertisers are trying to manipulate them to get them to buy particular products. In a sense, they are forewarned against ads. But this may not be the case with product placements. The consumers may not realize that those placements are, in essence, advertisements. Ethically, then, product placements are more problematic than traditional advertisements since they are more likely to fool consumers.