Ethical aspect of advertising mmPresentation Transcript
Presented by SANAT KUMAR SAXENA
Ethics are moral principal and value that govern the action and decision of an individual or group.
Much of the controversy over adv system from the ways many co’s use it as a selling tool and from its impact on society’s tastes’ values’ and lifestyles.
Specific technique used by advertisers are criticized as deceptive or untruthful’ offensive or in bad taste’ and exploitative of certain groups’ such as children.
Guarantees & warranties
Taste & decency
Advertisers should always stake into account the level of knowledge & message.
Realizing that children are imaginative & that make believe play constitutes an important part of growing process, advertiser should exercise care.
Recognizing that adv. May play an important part in educating the child, inf. Should be communicated in a truthful & accurate manner.
Advertisers are urged to capitalize on the potential of advertisement to influence social behavior by developing advertisements that, whenever possible such as friendship, kindness.
Although many influences affect a child’s personal and social development, it remains the prime responsibility.
LEGAL ASPECTS OF ADVERTISING Presented By Rupesh Kumar Section-B(MBA 3 rd )
What is advertising?
It is simply a way of selling something in the most effective methods possible, good advertising creates sales and not just attention.
It is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsors.
History of federal regulation of advertising
In 1914 the federal trade commission act was passed, which created the federal agency that has had the primary responsibility for the regulation of advertising. SECTION-5 of the FTC Act contained this prohibition. “ unfair methods of competition in commerce are here by declared unlawful”.
LEGAL ASPECTS OF ADVERTISING
There are many laws and regulation determine what advertisers can and cannot do, not every issue is covered by a law.
What is deceptive advertising?
Deception exists when an advertisement is introduced into the perceptual process of some audience and the output of that perceptual process-
Differs from the reality of the situation and
Affects buying behavior to the determine of the consumer.
legally,the definition of deception has involved over the years since the wheeler-lea amendment was passed.
Deceptive advertising Contd…
Dividing the definition into its three major components, it states that deception will be found if-
There is a misrepresentation, omission or practice that is likely to mislead.
2. The he practice is material and consumer injury is possible because consumer are likely have chosen differently if there was no deception.
Deceptive advertising Contd…
Deceptive advertising is forbidden by law. However, the determination of what is deceptive is often difficult, partly because different people can have different perceptions of the same advertising.
EX-No laws restrict tobacco companies from targeting advertising and promotion for new brands to African Americans.