ADVERTISING ETHICS & LAWS
Course Code: Lesson: 01 Writer: Mrs. Vaishali Kathuria Billa Vetter: Dr. Bandana Pandey
Advertising Ethics, Social Responsibility & Self Regulation
STRUCTURE 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 Objectives Introduction Ethics in advertising Social Criticisms & Responsibility of Advertising Summary Key words Self Assessment Exercise Suggested Readings
1.1 Objectives The main objective of this lesson is to understand the ethics in Advertising. It also deals with social criticisms and responsibility of Advertising and Self Regulation.
With the fast expansion of Integrated Marketing Communication now – a days advertising has emerged as a most demanding & challenging business industry. Advertising plays an important role by creating primary demand for the product or service and its usage rate thus increase in customers. It not only stimulates the product distribution but also builds brand preferences and loyalty. It also reduces the time between the purchases & persuades the consumers to try various new products in the market. Advertising is a persuasive promotional tool especially for companies whose products & services are targeted at mass consumer markets. From mission to profession to industry, the world of advertising has come a long way. Some people describe it as a parasitical, untrue, misleading and obscene Advertising Industry have been facing a lot of criticism in the recent times as the advertising practices have not always been ethical. Advertisements should be socially, culturally and morally ethical Advertisements appearing on television and radio have to be approved by Doordarshan and AIR authorities. Similarly, advertisements in newspapers and magazines, and on outdoor sites are also regulated by guidelines. In today’s competitive market, it is free for all, thus advertisers are sometimes following the unethical practices to fight the competition. For many years, the advertising industry has practiced, promoted voluntary self-
regulation. Most advertisers and media recognize the importance of maintaining consumer trust and confidence. The circle of self-regulation in advertising is widening day by day. Even the code of ethics drawn up by the Advertising Standards Council of India (ASCI) has not had much impact. They do not provide solutions to every ethical dilemma. 1.3 Ethics in advertising Ethics means “Good Conduct” or “Conduct which is right in view of the society and the time period”. By common consent, various modes of behaviour and conduct are viewed as “good” or “bad”. In other word, we can say that Ethics are moral principles and values that govern the actions and decisions of an individual group. Ethics is a choice between good and bad, between right and wrong. It is...