Abstract

The purpose of this paper is to demonstrate how condom manufacturers and their marketers have failed to adequately promote their product to the male homosexual population (gays). Inasmuch as the AIDS syndrome constitutes a major life-threatening danger and that gays appear to be particularly vulnerable, failure to aggressively promote a known preventive such as condoms to gays constitutes negligent homicide.The method used here defines what is traditionally viewed as a viable target market, analyzes the major elements of marketing with regard to gays, and examines the neglect of condom promotion by their manufacturers.