Social & Ethical issues in AdvertisingIn todays world of cut throat competition every organization isinvesting heavily in advertising. Advertising is necessary to make anew product popular in the market and to increase the sales ofexisting brands.Advertising plays an important role in brand building andinforming public about available products so that they can makeinforming public about available products so that they can makeinformed choice among different products or brands.
Social & Ethical issues in AdvertisingAdvertising is a powerful medium of mass communication. Asadvertising is a form of mass communication and just like otherpopular forms it too have some social and ethical issues with it.However, the question is whether advertising fulfill its socialresponsibilities or not.Advertisements are meant for the masses and people relateAdvertisements are meant for the masses and people relatethemselves with this medium. Thus, for understanding itsresponsibilities towards the public, its positive and the negativeaspects is of prime importance.
Social & Ethical issues in AdvertisingPositive and Negative Aspects of Advertising:As like any other medium of mass communication, advertisingalso have positive as well as negative aspects. Advertisingincreases sales, advertising makes the product popular,advertising helps in brand formation, advertising makes the publicaware with the available brands or products.Advertising is the largest financial source for mass media.Advertising is sometimes subjected to wide criticism. Many of theadvertisements are criticized as deceptive or manipulative. Othercriticism focus on the social or environmental impact ofadvertising, the effect of advertising on our value system,commercial clutter, stereotypes, and offensiveness.
Social & Ethical issues in AdvertisingDeceptive advertising or False advertising is the use of false ormisleading statements in advertising. As advertising has thepotential to persuade people into commercial transactions thatthey might otherwise avoid, many governments around the worlduse regulations to control false, deceptive or misleadingadvertising. "Truth" refers to essentially the same concept, thatcustomers have the right to know what they are buying, and thatcustomers have the right to know what they are buying, and thatall necessary information should be on the label.
Social & Ethical issues in AdvertisingEthics in AdvertisingEthics means a set of moral principles which govern a personsbehavior or activities. Ethics in advertising means a set of welldefined principles which govern the ways of communicationtaking place between the seller and buyer.Advertising benefits advertisers in many ways; similarly it makesthe public aware with the available brands so that they can makeAdvertising benefits advertisers in many ways; similarly it makesthe public aware with the available brands so that they can makeinformed choice among the available products or brands. But,some of the advertisement doesnt match the ethical norms ofadvertising, such ads causes’ political, cultural, or moral harm tosociety.Ethical ad is one which is in the limit of decency, makes no falseclaims, and doesnt lie.
Social & Ethical issues in AdvertisingNowadays advertisements are highly exaggerated and a lot ofpuffing is used. It seems like the main area of interest foradvertisers is to increase their sales, gain maximum market share,prove their product best in the market by presenting a welldecorated, colorful, and puffed advertisement.
Social & Ethical issues in AdvertisingEthical and Moral principles of Advertising:Advertisers must have sufficient knowledge of ethical norms andprinciples, so that they can understand and decide what is correctand what is wrong. We can identify several ethical and moralprinciples that are particularly relevant to advertising. We arespeaking briefly of three as follows:-speaking briefly of three as follows:->> Truthfulness in advertising;>> The dignity of the human person; and>> Social responsibility.
Social & Ethical issues in AdvertisingTruthfulness in Advertising:Truth in advertising promotes a highly efficient, functioningeconomy by:>> Discouraging deceptive business practices;>> Encouraging the provision of accurate and truthful information;>> Enhancing competition by ensuring a level playing field; and>> Enabling informed consumer choice.
Social & Ethical issues in AdvertisingAdvertising and Social Responsibility:Advertising has a strong social responsibility, independent of itsknown commercial responsibility. Advertisers should have adeeper sense of social responsibility and should develop theirown set of ethical and social norms taking into consideration thevalues of their society.values of their society.
Social & Ethical issues in AdvertisingMeaning of Advertising Regulation:Advertising regulation refers to the laws and rules defining theways in which products can be advertised in a particular region.Rules can define a wide number of different aspects such as adplacement, timing and content.
Social & Ethical issues in AdvertisingAdvertising Regulations in different countries:United States - False advertising and health related ads areregulated most.Sweden and Norway - Domestic ads that target children areprohibited.Some European Countries dont allow sponsorship of childrenprograms, no ads are targeted to children under the age oftwelve.United Kingdom - Tobacco ads on television, bill boards, or atsporting events is banned.India - Alcohol and Tobacco ads are banned.
Social & Ethical issues in AdvertisingSelf Regulation:The word Self refers to the actor. Here the actor can be acompany or a group of companies acting collectively. Regulationrefers to what the actor is doing. Regulation has threecomponents:-Legislation - to define appropriate rules,Enforcement - igniting actions against violators,Adjudication - decision on violation and imposing an appropriatesanction.
Social & Ethical issues in AdvertisingThis time it seems like many of the advertisers lack knowledge ofethical norms and principles. They don’t understand what is rightor wrong, and thats by number of misleading and unethical ad isincreasing.But, on the other side some advertisers are giving importance toethical norms and principles. When the ethical normsethical norms and principles. When the ethical normsand principles are followed, it makes the organization answerablefor all its activities, reduces the chances of getting pointed out bycritics or any regulatory body, and helps in gaining confidence ofthe customer and makes them trust organization and its products.