Reseacrh Regulation Assignment
1. Is the requirement that advertising is ‘legal, decent, honest and true’ a sufficient safeguard for the consumer in the age of new media and digital advertising?
Advertising has always played a vital part in modern life and economy. It stimulates not only growth and innovation, but also encourages competition and increases consumer choice. Therefore, it is important that advertisement’s information is accurate, and doesn’t mislead, and can be trusted by the consumers who see or hear it (McStay, 2010). In order to achieve these aims, advertising must inspire public confidence; it must be “legal, decent, honest and truthful”. Especially, at the time when advertising is experiencing a digital revolution (Mulhern, 2009), “legal, decent, honest and true” requirements seem to have more important role to the consumer. Because kinds of new media in advertising create some issues. Moreover, any bad advertising like dishonest, misleading or offensive that allow to public without scrutiny will gradually undermine consumers ' confidence and all advertising will suffer, even though it may account for only a small percentage of the whole. Therefore, it is very much in the interests of both consumers and the advertising industry itself, to ensure that advertising is properly regulated and consumers are not misled or offended. Especially, in the digital world of advertising where new mediums like email, social media websites, online advertising on search engines, banner ads on mobile or Web sites and affiliates programs offer advertisers and marketers an opportunity to launch their advertisements in an exciting new way (Spurgeon, 2008), meanwhile, has curial influences on the consumers. Throughout this essay, the definition of the advertising requirements “legal, decent, honest and true” will be explored. Also, the effectiveness of these requirements as safeguard for the consumer in digital advertising will be analyzed.
In general, advertising in the UK is currently regulated
Advertising has always played a vital part in modern life and economy. It stimulates not only growth and innovation, but also encourages competition and increases consumer choice. Therefore, it is important that advertisement’s information is accurate, and doesn’t mislead, and can be trusted by the consumers who see or hear it (McStay, 2010). In order to achieve these aims, advertising must inspire public confidence; it must be “legal, decent, honest and truthful”. Especially, at the time when advertising is experiencing a digital revolution (Mulhern, 2009), “legal, decent, honest and true” requirements seem to have more important role to the consumer. Because kinds of new media in advertising create some issues. Moreover, any bad advertising like dishonest, misleading or offensive that allow to public without scrutiny will gradually undermine consumers ' confidence and all advertising will suffer, even though it may account for only a small percentage of the whole. Therefore, it is very much in the interests of both consumers and the advertising industry itself, to ensure that advertising is properly regulated and consumers are not misled or offended. Especially, in the digital world of advertising where new mediums like email, social media websites, online advertising on search engines, banner ads on mobile or Web sites and affiliates programs offer advertisers and marketers an opportunity to launch their advertisements in an exciting new way (Spurgeon, 2008), meanwhile, has curial influences on the consumers. Throughout this essay, the definition of the advertising requirements “legal, decent, honest and true” will be explored. Also, the effectiveness of these requirements as safeguard for the consumer in digital advertising will be analyzed.
In general, advertising in the UK is currently regulated
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