ETHICS IN ADVERTISING 22-07-2014. Ethics means “Good Conduct” or “Conduct which is right in view of the society and the time period Ethics are moral principles.

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Presentation transcript:

ETHICS IN ADVERTISING

Ethics means “Good Conduct” or “Conduct which is right in view of the society and the time period Ethics are moral principles and values that govern the actions and decisions of an individual group

In today’s competitive and buyer’s market, an advertisement have to be truthful and ethical. If an advertisement is misleading, the credibility of the organization is lost. The advertising industry has been frequently criticized for putting out misleading or exaggerated claims in respect of product, goods and services advertised

PUFFERY/FRAUDULATION UNTRUTHFUL OR DECEPTIVE OFFENSIVE OR IN BAD TASTE CREATES MATERIALISTIC DEMAND MAKES PEOPLE BUY THE THINGS NOT NEEDED COMPARATIVE ADVERTISING STEREOTYPE IMPROPER LANGUAGE EXCESSIVE

The following are excerpts from code of ethics for advertising issued by the Advertising Council of India. 1- Advertisement should be so designed as to confirm not only to the laws but also to the morals, aesthetic and religious sentiments of the country. 2- No advertisement likely to bring advertising into contempt or disrepute should be permitted.

Advertisement should be truthful avoid distorting facts and misleading the public by means of implications and omission. No advertisement should be permitted to contain any claim so exaggerator as to lead inevitably to disappoint in the mind of public.

Indeed, vulgar, suggestive, repulsive or offensive theme or treatment should be avoided in all advertisements Direct comparison with competing brands or firms and disparaging references are in no circumstances permitted.

Therefore: Advertising should: Be truthful, should reveal the truth and significant facts. Substantiate should substantiate with proofs Be non-comparative. Give real and true guarantees Avoid false claims Adhere to taste and decency. Should keep away from offensive and untrue publicity.