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All cultures have their own unique sets of customs and taboos. It is important for marketers to learn about these customs and taboos so that they will know what is acceptable and unacceptable for their marketing programs. For example, in Japan, the number four is considered unlucky, and products packages containing four items are encouragedpursuedavoidedprohibited avoided by many consumers. In Middle Eastern countries where Islamic law is strictly observed, images projectedprojectingdisplayeddisplaying displaying the uncovered arms or legs of the female body are considered offensive. Meanwhile in Egypt, where many women wear the headscarf or hijab in public, an increasing number of younger women are in work and educational settings where gender segregation does not exist. Marketers struggle with whether to bewilderstrayportraypoetry portray women with or without the hijab, knowing that they risk offending some of their target audience with either choice. Marketers should seek guidance from native experts familiar with local culture and customers. Marketing research can also help marketers understand and delegatenavigateaggregatedelicate navigate these complex issues.