1. Advertising and Social Responsibility
Chapter 2 Advertising and Society: Ethics, Regulation, and Social Responsibility
Advertising and Social Responsibility
Ethical issues
Advocacy
Accuracy
Acquisitiveness

2. Advertising and Social Responsibility
Five questions for ethical advertising:
The target of an ad?
What should be advertised?
The symbolic tone of an ad?
The relation between advertising and mass media?
Advertising’s conscious obligation to society?

3. Social Responsibility
Public service announcements (PSAs)
Ad Council
Social marketing

4. Six Key Issues in Advertising
Puffery
Taste and advertising
Product categories and taste
Current issues

5. Six Key Issues in Advertising
Stereotyping in advertising
Women in advertisements
Racial and ethnic stereotypes
Senior citizens
Advertising to children

6. Six Key Issues in Advertising
Advertising controversial products
Tobacco
Alcohol
Gambling
Prescription drugs
Subliminal advertising

7. Federal Case Law Affecting Advertising
First Amendment case law
Commercial Speech
Privacy case law developments

8. Advertising and the FTC
Federal Trade Commission (FTC)
Some FTC responsibilities:
Investigate companies that engage in unfair or deceptive practices
Regulate acts and practices that deceive businesses or consumers
Issue cease-and-desist orders against such practices
Fine people or groups that violate rules
Encourage consumer groups to participate in rule-making

9. Advertising and the FTC
Federal Trade Commission (FTC)
Areas of FTC regulation
Deception
Reasonable basis for claims
Comparative advertising
Endorsements
Demonstrations

10. Advertising and the FTC
FTC deceptive and unfair advertising remedies
Consent decrees
Cease-and-desist orders
Corrective advertising
Substantiating advertising claims
Consumer redress
Hold the ad agency legally responsible

11. Advertising and Other Regulatory Agencies
Food and Drug Administration (FDA)
Federal Communications Commission (FCC)
Additional Federal Regulatory Agencies
U.S. Postal Service; Bureau of Alcohol, Tobacco, and Firearms; U.S. Patent Office; Library of Congress

12. Social Responsibility and Self-Regulation
Self-discipline
Self-regulation: pure and co-opted
National Advertising Division of the Better Business Bureau (NAD)
National Advertising Review Board (NARB)
Local regulation
Media regulation and advertising