Advertising Ethics

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PAPER-3 ADVERTISING ETHICS & LAWS LESSON 1- Advertising ethics, social responsibility and self regulation. LESSON 2- Regulations, ethics, consumer organization, voluntary control LESSON 3- Advertising agencies, Advertising Standards Council of India & case studies LESSON 4- Advertising code of publishing advertisements in print and electronic media LESSON 5-Product code, alcohol, ammunitions and drugs LESSON 6- Advertisement laws, F.T.C., ethics, regulations, restrictions and constitution LESSON 7- Laws relating to advertising and article 19(1) & 2 of constitution, sections relating to advertising in IPO Code 1868 and Indian Contract Act 1872 LESSON 8- Drugs and Magic Remedies Act 1984 and Drugs and Cosmetics Act 1940. LESSON 9- The Punjab Act 1914 LESSON 10- MRTP Act, Indian Food Act & Non Banking Financial Companies and Miscellaneous Non Banking Companies (Advertisements,) 1977 LESSON 11- Young Persons Harmful Publication Act 1956, Censorship and Advertising LESSON 12- Copy right Act 1957 LESSON 13- Patents & Trademarks Act. LESSON 14- Defamation & Emblems and Names Act.1980 LESSON 15- Prize Competition Act, Rejections of advertisements on specified and unspecified groups

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.

1.2

Introduction

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...
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