ADVERTISING ETHICS

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ADVERTISING AND ETHICS

According to American Marketing Association Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor. Advertising Benefits: Manufacturers: To introduce new products, maintain existing customers and attract new customers. Consumers: To gain useful information about the product. Society: Motivates producers to make continuous improvements, creates jobs and creates awareness about the product/service.
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ADVERTISING AND ETHICS

The basic idea behind advertisement is therefore communication to provide consumers with information about the products/services available and hence it is a beneficial service.

An advertisement is unethical when:

The information sent is deceptive or unethical. The process of information transfer is unethical (means). The information sent harms the consumer or society (ends).
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1. DECEPTIVE INFORMATION

False, Misleading or Incomplete Information When you send a deceptive information your goal is to influence the consumer to buy your product (increase sales), i.e. you use him as a means for your own ends. Literature: JUAN NWAGWU, 2006

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2. THE MEANS

The two main components of ads are:

Cognitive message: focuses on attributes and benefits of the product. Affective message: invoking feelings to increase the likeability of products. To achieve this advertisers use the 7 popular appeals : fear, humor, sex, music, rationality, emotions and scarcity. This allows you to persuade a consumer to increase their likeability for your products. Literature: Clow & Baack, 2007

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2. THE MEANS

Ethical Issues: Persuades people to buy things they dont want/need. Puffery Vulgarity/Obscenity Racial Issues Marginalizes and stereotypes people. Literature: Bethapudi & Thomas, 2011
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3. THE ENDS

Ethical Issues: Raises the price of products. Promotes questionable products and services. Aims at vulnerable people.

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Literature: Bethapudi & Thomas, 2011 Example: Banned Ciggerette

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INTERNATIONAL BODIES

International code of advertising practice prepared by

International Chamber of Commerce is the code of

conduct accepted worldwide.

Advertisements in South Africa are governed by code of

advertising

practice

by

Advertising

Standard

Authority(ASA) of South Africa.

In United Kingdom, advertisements are regulated by

Advertising Standards Authority.

In United States, Federal Trade Commission is the highest governing authority in this regard.
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INDIAN BODIES
Absence of single comprehensive regulatory authority had created lot of confusion. Advertising Standard Council of India(ASCI) is a major advertisement governing body under the aegis of Advertising Agencies Association of India(AAAI). In August 2006, the ASCI Code was made compulsory for TV advertisements by amendment of law.

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ASCI GUIDELINES
Ensuring honesty and truthfulness and safeguarding against misleading advertisements. Ensuring advertisements are not offensive and up to the acceptable standards of society. Safeguarding against products regarded as hazardous to society and individuals. Ensuring fairness in competition.

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MAJOR REGULATORY LAWS

Sec. 292(2) (d) of Indian Penal Code, 1860, makes it a punishable offence to publish, distribute, sell, hire or circulate any obscene advertisement. The Young Persons (Harmful Publications) Act 1956 makes it a punishable offence to advertise a harmful publication. The Emblems and Names (Prevention of Improper Use) Act, 1950 prohibits the use of certain emblems and names of national or international significance for commercial purposes.

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MAJOR REGULATORY LAWS

The Indecent Representation of Women (Prohibition) Act 1986 prohibits the publication of advertisements containing an indecent representation of women. The Cigarettes and other Tobacco Products (Prohibition of Advertisement and Regulation of Trade and Commerce, Production, Supply and Distribution) Act 2003 prohibits the advertisements of cigarettes and other tobacco products. The Representation of People Act, 1951, prohibits political advertising 48 hours prior to polling time.
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SOME ILLEGAL ACTIONS

Ridiculing caste, race, nationality, color. Going against any provision of constitution. Responsible for causing criminal activities, disorder, violence. Glorify obscenity or violence in any form. Glorify terrorism, communal harmony, criminality. Ridicule the father of the nation, national emblem, part of constitution. Depicting females in a obscene, exploitative or vulgar manner. Exploit and encourage social evil like child marriage, dowry, bride burning. 13

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CHECKLIST FOR ADVERTISERS

Does your advertisement mislead the consumer? Are you promoting false information?

Is the advertisement causing harm to the people? (indecent/obscene/racial)

Does your advertisement follow the ASCI guidelines and other related laws?
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