'higher' cultural + intellectual pleasures, preferable to 'lower' physical ones - "it is better to be Socrates dissatisfied than a fool satisfied"
happiness/goodness is in quality of life not quantity of pleasure
strengths
gives a factual basis for morality
utilitarians have guidelines + rules e.g. Bentham's Hedonic Calculus
it gives us a way of measuring the moral worth of people - whether or not they seek to maximise happiness + minimise pain
utilitarianism is a practical system + UK politics is broadly utilitarian in character
if you ask people what they want, most will say happiness
weaknesses
'happiness' varies between people, so is impossible to define - some people derive pleasure from inflicting pain, this is not 'good' for the majority
it requires us to second-guess the future, but we can never be sure of the consequences of our actions, so any decision we make may turn out to maximise pain over pleasure
tyranny of the majority
Moore's objections to ethical naturalism seem to show there is something wrong with all naturalist ethical theories: the naturalistic fallacy