Advertising Ethics
Criteria for Ethical & Unethical Advertising
When a company markets a product, advertisers will use various strategies and techniques to lure consumers into purchasing their products. Sine the company’s ultimate goal is to get you to purchase their product, they will often misinform or mislead a consumer into thinking that their product can deliver or perform in someway it does not. The motive behind unethical advertising is the burden companies are constantly tasked with of breaking through the clutter of competing message to build brands during a period of economic stagnation and the rising costs of doing business. (Beltramini, 2003)
There have been various advertising laws implemented over the last decade aiming to protect consumers. These laws require company advertisers to be truthful about their products and be able to substantiate their claims. (Buiness.gov, 2009) . The Federal Trade Commission (FTC) is the government agency that enforces these laws and has created the FTC Act that demands that advertising must be truthful and non-deceptive; advertisers must have evidence to back up their claims; and advertisements cannot be unfair. (Business.gov, 2009) It is difficult for some companies to draw the line to tell if their ad campaign or promotion is unethical or not under the FTC Act. There are many resources and guides to help companies verify that they are complying with federal advertising laws, but not all companies are good at self-governing themselves or they still try to get around the Act’s provisions to make it seem up to standard. Company advertisements must constantly compete for consumer’s time and attention and it must be as persuasive and credible as possible to build brand loyalty. In my opinion, not enough attention is given to advertising ethics. I think there needs to be more regulation services monitoring advertisement use of product deception, false advertising to children, ads for legal advices, negative misconstrued political ads,
When a company markets a product, advertisers will use various strategies and techniques to lure consumers into purchasing their products. Sine the company’s ultimate goal is to get you to purchase their product, they will often misinform or mislead a consumer into thinking that their product can deliver or perform in someway it does not. The motive behind unethical advertising is the burden companies are constantly tasked with of breaking through the clutter of competing message to build brands during a period of economic stagnation and the rising costs of doing business. (Beltramini, 2003)
There have been various advertising laws implemented over the last decade aiming to protect consumers. These laws require company advertisers to be truthful about their products and be able to substantiate their claims. (Buiness.gov, 2009) . The Federal Trade Commission (FTC) is the government agency that enforces these laws and has created the FTC Act that demands that advertising must be truthful and non-deceptive; advertisers must have evidence to back up their claims; and advertisements cannot be unfair. (Business.gov, 2009) It is difficult for some companies to draw the line to tell if their ad campaign or promotion is unethical or not under the FTC Act. There are many resources and guides to help companies verify that they are complying with federal advertising laws, but not all companies are good at self-governing themselves or they still try to get around the Act’s provisions to make it seem up to standard. Company advertisements must constantly compete for consumer’s time and attention and it must be as persuasive and credible as possible to build brand loyalty. In my opinion, not enough attention is given to advertising ethics. I think there needs to be more regulation services monitoring advertisement use of product deception, false advertising to children, ads for legal advices, negative misconstrued political ads,
References: Beltramini, R. (2003). Advertising Ethics: The Ultimate Oxymoron? Journal of Business Ethics, 48, p. 215-216. Retrieved March 5, 2009 from Business Source Complete database. Canadian Code of Advertising Standards. (2009). Advertising Standards Canada. Retrieved March 5, 2009 from www.adstandards.com. Dutta, K. (2009, Jan.). How to avoid getting the chop. Revolution Magazine. Retrieved March 5, 2009 from Business Source Complete Database. Hosford, C. (2008, Sept.). Behavioral targeting comes under fire. B to B, 93(12), p. 1-40. Retrieved March 5, 2009 from Business Source Complete database (AN 35127505). Hyman, M., Tansey, R., & Clark, J. (1994, Sept.). Research on Advertising Ethics: Past, Present, and Future. Journal of Advertising, 23(3). Retrieved March 5, 2009 from Business Source Complete database. Marketers, Police Thyself. (2009, Jan.). Adweek, 50(3). Retrieved March 5, 2009 from Business Source Complete database (AN 36233574).