This document discusses codes of conduct in advertising. It begins by introducing the topic and noting that while advertising attracts consumers, it can also be controversial in its economic, social, and ethical impacts. It then explores the economic, social and psychological functions of advertising. The document outlines that advertising should not mislead consumers, must deliver on promises, and should honor social norms and public decency. It discusses guidelines from the Advertising Standards Council of India (ASCI) to ensure trust, honesty and fairness in advertising. In conclusion, the document examines the role of regulations in establishing responsible practices for advertisers.

1. TOPIC: CODE OF CONDUCT IN
ADVERTISEMENT
Presented by : Hinal Mehta
Enrl no : 19
Affiliated to : GTU

2. INTRODUCTION
• There is no doubt that advertising attracts all of
us in number of ways, but there are also number
of controversies associated with advertising.
• Generally, these controversies are concerned
about the impact of advertising on economy,
society and ethics.

3. ADVERTISING
• Advertising is primarily a means by which seller
communicate to prospective buyer.
what they communicate ??
“The worth of their goods and services”

4. ROLE OF ADVERTISING IN MODERN
BUSINESS WORLD
• Economic function.
• Social function.
• Psychological function.

5. ECONOMIC FUNCTION
• Advertising communicates the message in
persuasive language.
• It create wide markets as the information is
delivered to people far and wide.
• It inclines people favourably to the product and
affect our attitudes.
• Provides employment oppourtunity.

6. SOCIAL FUNCTION
• Advertising affects the core cultural values and
subsidiary cultural values.
• Advertising is a mirror to the society in which it
operates .... It reflects the cultural value of that
society.
• Advertising can also transfer some cultural
values of one society to other .
• Advertising has improved our standard of living.

8. PSYCHOLOGICAL FUNCTION
• Advertising is closely linked to consumer
behaviour, therefore it affects personality of
consumer, his concept of self attitude, beliefs,
opinions, his life-style etc.
• Advertising appeals to our physiological and
psychological motives.

9. CODE OF CONDUCT IN ADVERTISING
• Should not mislead the consumer.
• What it promises must be there in the
performance of product .
• Ad should not be indecent and obscene.
• As advertising is also social process, it must
honor the norms of social behaviour, and should
not offend our moral sense.
• ASCI(advertising standard council of india)
regulates the advertising in India has set
guidelines.

10. ASCI GUIDLINES
• To ensure the trustfulness and honesty of
representations and claims made by
advertisement and to safeguard against
misleading advertising.
• To ensure that advertisements are not offensive
to generally accepted standard of public decency.
• To safeguard against indiscriminate use of
advertising for promotion of product which are
regarded as hazardous to society .

11. CONT..
• To ensure that advertisements observe fairness
in competition so that consumer need to be
informed on choices in the market place and the
canons of generally accepted competitive
behaviour in business are both served.

12. CONCLUSION

13. THANK YOU