What are the ethical tensions in advertising? Who are the responsible parties for keeping advertising ethical and what is their specific responsibilities? Solution Q1) The major ethical tensions in advertising include Puffery and Deception of consumers. Puffery is the exaggerated claim by a firm regarding its products or services through advertising to attract the consumers to purchase their products. Deception or false advertising is when the firm’s advertising on its products or services turns out to be completely false. Most of the firms involve in puffery in their advertising commercials and usually consumers ignore such claims as they are quite common with the firms and their products. Q2) Below are the responsible parties for keeping advertising ethical and their corresponding responsibilities - 1. Marketing and Advertising team of the firm - To create responsible advertising that will not attempt false claims aimed at increasing customer base and sales revenues for their products. 2. Federal Trade Commission Regulator - To draw a fine line and help the firms understand the level of claims they need to showcase through advertising without deceiving. 3. Consumers - To encourage firms that create advertisments that are not over the board in their advertisement claims..