The Gap Has A Gap In Its Value System

While the Gap loves to get activist celebrities like John Mayer involved in its ad campaigns, it’s currently facing a bigger problem.
Namely, the discovery of child labor abuses at its factories.
From The Atlanta Journal-Constitution:

Clothing retailer Gap Inc. said Sunday that it will convene all of its Indian suppliers to “forcefully reiterate” its prohibition on child labor after a British newspaper found children as young as 10 making Gap clothes at a sweatshop in New Delhi.
The Observer newspaper quoted the children as saying they had been sold to the sweatshop by their families in Indian states such as Bihar and West Bengal and would not be allowed to leave until they had repaid that fee.
Some, working as long as 16 hours a day to hand-sew clothing, said they were not being paid because their employer said they were still trainees.
Gap said it first learned of the child labor allegations last week and discovered the sweatshop was being run by a subcontractor that a vendor had hired in violation of Gap’s policies. The product made there will be destroyed so it cannot be sold in Gap stores, company spokesman Bill Chandler said.
“We appreciate that the media identified this subcontractor, and we acted swiftly in this situation,” Chandler told The Associated Press on Sunday. “Under no circumstances is it acceptable for children to produce or work on garments.”

The key to this story is that it took a newspaper to uncover and publicize these abuses. Big manufacturers of all kinds are implicitly encouraging these labor abuses in a rush to lower costs, and practically none of them are policing the situation.
Major brands like the Gap are taking a big risk with their brand image by outsourcing responsibility when they outsource their production.
Want even more? Check out this Salt Lake Tribune series on China. It’ll make your skin crawl.

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for Dan published the best of his columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.


  1. For more information about what you can do to stop sweatshops and child labor abuses around the world, check out! Plus, check out the “Labor is Not a Commodity” blog for updates on the latest news on GAP’s labor rights abuses and similar issues:
    The International Labor Rights Forum and Global Exchange put out a statement on the GAP issue here:

  2. Have you ever noticed that one hand never seems to know what the other hand is doing in a company? The effect is amplified in global companies. It’s like being the absentee owner of a vacation home in the islands. We do. One time we returned to find the locals had broken in and used the place as a party house, even though we had trusted, live-in on site management. Their daughter’s and friends had trashed the place while their parents were on vacation. You just can’t win. Children, like vendors are very difficult to mind. They don’t always seem to live by Ben Franklin’s creed “to mind the minutes and the hours will take care of themselves.” Sure like visiting AdPulp. Any chance of a place for my MADISON AVENUE Blog ( in your extensive blog roll? Thanks!