Ethical aspects of advertising

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Legal & Ethical Aspects Of Advertising
Ethics are the moral standards against which behavior is judged.

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  • 1. Ethics are the moral standards against which behavior is judged. Key areas of debate regarding ethics and advertising are:  Truth in advertising  Advertising to children  Advertising controversial products
  • 2. Truth in Advertising  Deception is making false or misleading statements, but puffery (commercial exaggeration) is legal.  Cannot legislate against emotional appeals
  • 3. Advertising to Children—Issues  Advertising promotes superficiality and materialism in children  Children are inexperienced and easy prey  Persuasion to children creates child-parent conflicts
  • 4. Advertising Controversial Products  Critics question “targeting” minorities  Tobacco, alcohol, gambling and lotteries are product categories of greatest concern  How does the concept of “primary demand” provide insights here?
  • 5. Legal Aspects of Advertising •GOVERNMENT REGULATION: •[pass and enforce laws] •SELF-REGULATON: •Independent bodies [set standards] •Media companies [to accept ads] •OTHER: •Buyer Recourse [“caveat emptor”]
  • 6.  Federal laws  Alcohol  Food and Drugs  Provincial laws  Alcohol Regulations  Credit and Loan Disclosures  Self Regulation  Canadian Code of Advertising Standards