Deception for a Good Cause

Ads using rabbinic leaders to pitch their product (Tzarich Iyun)

It seems to have only gotten worse. Selling one’s wares via deceptive advertising is now more ubiquitous than ever. One might  think that the devout Charedi world would never stoop to such practices. But that would be incorrect. As marketing executive, Lizi Printz (who is Orthodox) notes in an exceptional Tzrarich Iyun article.

My guess is that devout Charedim are the most vulnerable to such advertising. Which can be seen on posters, bus stops, and billboards all over Charedi neighborhoods in Israel - as well as in Charedi magazines. (Modern Orthodox Jews tend to laugh these ads off.)

I have long vehemently protested these practices. Which are used in variety of different ways. For example (as noted by Printz):

“You and your family will be forever healthy if you donate to such-and-such a charity!”

“Rabbi X promises blessings, financial success, and sons who are Torah scholars to those who donate to organization Y!”

“Buy this air conditioner/wig/refrigerator/book with mehadrin kashrus and the commendation of Rabbis A/B/C.”

There are Charedim - probably most of them - that will deny that this kind of advertising has any impact on them. Realizing that it’s just an ad designed to get people to buy whatever product they are selling. Including donations to legitimate charities. But there are obviously enough that fall for these deceptions to make it an increasingly popular way to sell their product. Although Ms. Printz discusses the consequences of using rabbinic figures to sell a variety of products even in non strictly deceptive ways, I will focus on Charities. 

It is the nature of the Charedi world to trust their rabbinic leaders. Call it  ‘Daas Torah’ or by any name you wish - this is precisely what defines being Charedi.

So if you see an ad that has a picture of Gadol X in it - implying that he agrees with everything in the ad why wouldn’t the more unsophisticated Charedi consumer do what it says? This is particularly deceptive when such ads make promises to solve a variety of serious problems via donating specific amounts of money to  their charity as part of a formulaic Segula. Promises like solving infertility in a childless couple, or finding a Shidduch for a daughter (or son) or curing a serious illness.  

Gadol X may have given permission to a worthy charity to use his image in endorsing their charity. But the deceptive way in which the charity uses that image implies not only endorsement of the charity but of the Segula itself! If there were not enough Charedim that fall for this, they wouldn’t be doing it, let alone increasing this tactic.   

I have to wonder though why there isn’t more of an outcry by the very rabbinic leaders that are ‘used’ in this way. I have heard some rabbinic leaders actually condemn this practice out loud. But apparently not enough of them do. Certainly not enough to end this nefarious practice.

If this is as terrible as I suggest why don’t they all simply put a stop to it? Why not issue a Psak saying that those who do it are in violation of Halacha? Deception is a form of stealing (G’neivas Daas). Does it really matter if it is done for the sake of charity? Even a legitimate one that is widely respected for all the good they do?! Not in my book. 

If it takes a questionable Segula to motivate someone to donate to charity, what does that really say about the Chesed that is supposed to be ingrained into our DNA as Jews? 

The truth is that Charedim are generous ‘givers’.  As a group they donate proportionally more of their income to charity than the rest of us do. So why the ruse? Why the snake oil? 

The only explanation I can think of is that despite their generosity, using deceptions like these are even more lucrative. Which I suppose they justify because of the great need among their needy. They may also argue that the obscure Segula they are using is a historically legitimate one - even though it has not been used in modern times. So what is there to lose?  

Here’s the problem. A community that can barely survive on the income they make – and yet already gives disproportionately to charity will shell out even more if it brings them the salvation they desperately seek and have been promised.

 This is not only anti Halachic. It is immoral and unethical. 

Charedi rabbinic leaders are very good at making public policy for their people. There is no reticence about  vehemently condemning a variety of things they consider harmful to their spirituality. Things that in my view should not be condemned (like smart phones). And yet when they are used as props in an ad to sell – even legitimate products in a deceptive way, their voices are muted if not completely silent. In many cases, I guess they just look the other way.

The only explanation I can think of for this phenomenon is that the needs outweigh the means. I am not a Posek. But to me deception should never be used in selling any product. Not even charity.