Advertising can raise ethical issues when it provides misleading, false, or incomplete information. Some common problems include misleading claims about a product's qualities or performance, reinforcing harmful stereotypes, using sex to sell a product, and hiding relevant facts. Advertisers also sometimes manipulate emotions or use surrogate ads to promote restricted products. Puffery makes vague claims that cannot be proven true or false. Weasel words qualify claims to avoid accountability. Ads also sometimes target children inappropriately to influence parental purchases. Regulators work to curb deceptive practices and protect consumers and social groups from harm.

1. ETHICAL ISSUES IN
ADVERTISING

2. When Ads are not Ethical?
 When it try degraded rival's product..
 When it gives false or misleading
information about the product
 When it fails to give relevant
information.
 When it is immoral.

3. VARIETY OF ETHICAL
ISSUES
1. MISLEADING CLAIMS
2. REINFORCING STEREOTYPES
3. USE OF SEX APPEAL
4. HIDING OF REVEVANT FACTS
5. MANIPULATIVE ADS
6. SURROGATE ADS
7. PUFFERY

4. MISLEADING CLAIMS
 In this ads, company claim false
regarding the quality, style, history of a
product or service etc.
 Many steps taken by ASCI (advertising
standard council of India) to stop
misleading ads.
 Many companies force to withdrawn
their ads because of misleading claims.

5. EXAMPLES OF MISLEADING
CLAIMS

6. REINFORCING
STEREOTYPES
 A Stereotypes is a representation of a group that
emphasis a trait or group of traits that may or
may not communicate an accurate
representation of the group.
 Sometimes, stereotypes are helpful and helps in
communication by using easily understood
symbolic meanings, but sometimes stereotypes
are negative or exaggerated.

7. EXAMPLES OF
REINFORCING STEREOTYPES
“Dekhne me to pyaari ha,
Yeh khushiyaan thodi
Bhaari Hai”
“Why boys
should have all
All the

8. USE OF SEX APPEAL
 Women's are portrayed as sex objects
seems to increasingly popular trend in the
ads
 Representing women's in such way
devalues women’s image and encourage
sexual harassment.
 Main objective of companies is to
tempt/attract the mind of the viewers
esp. target to youth.

9. EXAMPLES OF SEX
APPEALS

10. CONCEALMENT OF FACTS
 Most of the advertisers conceal important
information that is unflattering, i.e. they
present only brighter side of the story.
 They ignore to mention those facts which
would make their products less desirable.
 Concealment of facts results a severe
ethical concern because when consumers
are deprived of comprehensive
knowledge about the product, their
choices will be distort.

11. EXAMPLES OF
CONCEALMENT OF FACTS

12. MANIPULATIVE ADS
 In these ads, demand is created through
EMOTIONS of peoples
 Use different kinds of emotions to make
their product sell

13. EXAMPLES OF MANIPULATIVE
ADS

14. SURROGATE ADS
 Surrogate advertising is prominently seen in
cases where advertising a particular product is
banned by law.
 Advertisement for products like cigarettes or
alcohol which are injurious to heath are
prohibited by law in several countries and
hence these companies have to come up with
several other products that might have the same
brand name and indirectly remind people of the
cigarettes or beer bottles of the same brand.

15. EXAMPLES OF SURROGATE
ADS

16. PUFFERY
 Puffery as a legal term refers to
promotional statements and claims that
express subjective rather than objective
views, such that no reasonable person
would take literally.
 A company may deliver an entertaining
message about its product, compare the
product to a similar item, list facts about
the product, or make vague claims
about the product which cannot be
proved or disproved.

17. EXAMPLES OF PUFFERY
“Nothing outlast an How polar bear can
Eveready battery” drink coca-cola?

18. WEASEL CLAIM
 Weasel word is a modifier that
practically neglects the claim that
follows.
 These words look substantial but
degenerate into meaningless verb after
analysis.
 Commonly used weasel words are-
helps, like, virtual or virtually, acts or
works, tackles, fights looks like etc.

19. EXAMPLES OF WEASEL
CLAIM
“LISTERINE FIGHTS BAD BREATH”

20. ADVERTISEMENT DIRECTED AT
KIDS
 Use of children's in advertisement
always Arguable. Advertisers use
children's not only to promote products
esp. for children's but also use in those
ads where they are not required.
 Kids are considered as strong influence
over the decisions made by parents.
 Not only this, children's are considered
as most susceptible target audience as
they are not able to differentiate

21. EXAMPLES OF ADS DIRECTED AT
KIDS
 Ad of “FORTUNE RICE-BRAN
OIL”