This slideshow explains how Advertisement Business is related to Ethics and what are the government regulations for ethical practices in Advertisement industry in India. Also, it highlights Nestle case to understand the topic better
Here, students will study the importance of ethics in advertising. Ethics tells us what is wrong and right. It is a must for every marketer because their product will act as face of organization in public.
In between the tough competition and constant pressure to create powerful deliverable, keeping a check on ethics is also a must not just to avoid legal implications but to create and maintain a good Brand Integrity.
This is a presentation on the scenario of regulations in advertising in India along with some case studies. Hope you find it useful.
This is a presentation done by me for Academic purposes. Lot of content in this presentation has been taken from internet and has been compiled. If you decide to use this ppt for some purpose, I request you to give due credits to me.
The advertisers lack knowledge of ethical norms and principles. They just don’t understand and are unable to decide what is correct and what is wrong.
The main area of interest for advertisers is to increase their sales, gain more and more customers, and increase the demand for the product by presenting a well decorated, puffed and colorful ad. They claim that their product is the best, having unique qualities than the competitors, more cost effective, and more beneficial. But most of these ads are found to be false, misleading customers and unethical. The best example of these types of ads is the one which shows evening snacks for the kids, they use coloring and gluing to make the product look glossy and attractive to the consumers who are watching the ads on television and convince them to buy the product without giving a second thought.
Here, students will study the importance of ethics in advertising. Ethics tells us what is wrong and right. It is a must for every marketer because their product will act as face of organization in public.
In between the tough competition and constant pressure to create powerful deliverable, keeping a check on ethics is also a must not just to avoid legal implications but to create and maintain a good Brand Integrity.
This is a presentation on the scenario of regulations in advertising in India along with some case studies. Hope you find it useful.
This is a presentation done by me for Academic purposes. Lot of content in this presentation has been taken from internet and has been compiled. If you decide to use this ppt for some purpose, I request you to give due credits to me.
The advertisers lack knowledge of ethical norms and principles. They just don’t understand and are unable to decide what is correct and what is wrong.
The main area of interest for advertisers is to increase their sales, gain more and more customers, and increase the demand for the product by presenting a well decorated, puffed and colorful ad. They claim that their product is the best, having unique qualities than the competitors, more cost effective, and more beneficial. But most of these ads are found to be false, misleading customers and unethical. The best example of these types of ads is the one which shows evening snacks for the kids, they use coloring and gluing to make the product look glossy and attractive to the consumers who are watching the ads on television and convince them to buy the product without giving a second thought.
About the Ethical Issues related to Advertisment. It also describes about the regulatory board for advertisement in India such as Advertising Agencies Association of India (AAAI), Advertising Standard Council of India (ASCI).
The Advertising Standards Council of India (ASCI), established in 1985, is committed to the cause of Self-Regulation in Advertising, ensuring the protection of the interests of consumers. ASCI was formed with the support of all four sectors connected with Advertising- Advertisers, Advertising Agencies, Media (including Broadcasters and the Press) and others like PR Agencies and Market Research Companies.
About the Ethical Issues related to Advertisment. It also describes about the regulatory board for advertisement in India such as Advertising Agencies Association of India (AAAI), Advertising Standard Council of India (ASCI).
The Advertising Standards Council of India (ASCI), established in 1985, is committed to the cause of Self-Regulation in Advertising, ensuring the protection of the interests of consumers. ASCI was formed with the support of all four sectors connected with Advertising- Advertisers, Advertising Agencies, Media (including Broadcasters and the Press) and others like PR Agencies and Market Research Companies.
Ethical marketing and ethics in advertisingMary Titova
"What is the difference between unethical and ethical advertising? Unethical advertising uses falsehoods to deceive the public; ethical advertising uses truth to deceive the public."
It’s not a secret that advertisers often show you the embellished information about their products. So they tell the truth -- but not always the Whole Truth. When you go on a job interview or a first date, you don't assume a false identity - but you probably don't make a full disclosure either. But there are questions how much truth can advertisers conceal and where this ethical advertising ends and unethical advertising begins?
Firstly, let’s define what ethical marketing and ethical advertising really mean.
Ethical marketing is a process through which companies generate customer interest by incorporating social and environmental considerations in products.
Ethical advertising is advertising that is truthful, not offended and is correct in terms of morality and ethics.
There are different unethical advertisings, like deceptive, false, fake advertising, advertising, that doesn’t match public standards, advertising to children and many others.
To illustrate advertising, that doesn’t match public standards, here is the ad for jeans plays off famous Last Supper. This ad had to be withdrawn in Italy and Spain because the predominately Catholic public did not like it. It is ethically wrong, when an ad so clearly violates public standards.
The claims in some ads are not only often outrageous but frequently completely false. For example, In this picture it is easily seen that the advertisement of bigMAC is different from what it actually looks like.
These are the examples of unethical advertising. This OLDTIMER advertisement is rather funny and unethical because some people will have bad feelings about going inside a human body.
There is familiar advertising by Jobsintown. And this is totally unethical. As for me, I have really-really bad feeling about going inside this ad.
It should be said a few words about Fake advertising, too. I’m sure, everyone here knows McDonald’s, but this advertisement is about a MaDonal. Using competitors brand and consumers’ associations is also unethical.
In conclusion it must be said, that ethics in advertising is really important to protect consumers. There are many unethical advertisings in modern business world, and they should be under control. And of course, advertising isn’t unethical if it’s done in right way in terms of morality and ethics.
Thank you
This ppt is made to study the marketing ethics. This ppt will tell us about the various wrong practices in market and what should be sone to stop them. Who to complain and what to do.
Ethical and Unethical Advertisement
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Types of advertisement
Ethics and Advertising
Advertising Ethics & Principles
corporation’s ethical responsibility in advertising
Bait and Switch
Advertising to Children
Federal Trade commission (FTC)
Advertisement and internet
Importance of privacy
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2. Agenda
• Introduction
• Ethics in Advertising
• Laws & Regulations
• Case Study
Introduction Ethics in Advertising Laws & Regulations Case Study
3. Ethics
• The term is derived from the Greek word ethos which can mean custom,
habit, character or disposition.
• Ethics covers the following dilemmas:
• how to live a good life
• our rights and responsibilities
• the language of right and wrong
• moral decisions - what is good and bad?
Introduction Ethics in Advertising Laws & Regulations Case Study
4. Advertising
Advertising is the paid, impersonal, one-way marketing of persuasive
information from an identified sponsor disseminated through channels
of mass communication to promote the adoption of goods, services or
ideas.
Newspapers Magazines
Radio and
television
broadcasts
Films Stage shows
Websites Billboards Posters
Wall
paintings
Flyers
Introduction Ethics in Advertising Laws & Regulations Case Study
5. Advertising
In the advertising communication process there are five key players:
The Advertisers
The Advertising Agencies
The Support Organizations
The Media
The Consumers
Introduction Ethics in Advertising Laws & Regulations Case Study
6. What’s illegal and what’s unethical?
• Marketing communications has an obligation to perform legally and ethically, and with the social welfare in
mind.
• Advertising is routinely and legitimately attacked for many of its practices.
• Most of these criticisms come under the heading of unethical rather than illegal practices
• Advocacy – Advertising tries to persuade the audience to do something that is not correct. It is not objective or
neutral.
• Accuracy – Subtle messages trouble critics, especially when aimed at groups such as children, the elderly or the
disabled.
• Acquisitiveness – Consumers are continually persuaded that they continually need more and more new
products. However, consumers make the final decision.
Introduction Ethics in Advertising Laws & Regulations Case Study
7. Generic Ethical Principles in Advertising
• Principles of the moral order must be applied to the domain of media
• Human freedom has a purpose: making an authentic moral response. All attempts to inform and
persuade must respect the purposes of human freedom if they are to be moral
• Morally good advertising therefore is that advertising that seeks to move people to choose and act
rationally in morally good ways; morally evil advertising seeks to move people to do evil deeds
that are self-destructive and destructive of authentic community
• Means and techniques of advertising must also be considered: manipulative, exploitative, corrupt
and corrupting methods of persuasion and motivation
Introduction Ethics in Advertising Laws & Regulations Case Study
8. Specific Moral Principles in Advertising
• Respect Truthfulness
• Never directly intend to deceive
• Never use simply untrue advertising
• Do not distort the truth by implying things that are not so or withholding relevant facts
• Respect The Dignity Of Each Human Person
• Do not exploit our "lower inclinations" to compromise our capacity to reflect or decide either through its content or
through its impact: using appeals to lust, vanity, envy and greed, and other human weakness.
• Give special care to the weak and vulnerable: children, young people, the elderly, the poor, and the culturally
disadvantaged
• Respect Social Responsibilities
• Example: Concern for the ecology—advertising should not favour a lavish lifestyle which wastes resources and
despoils the environment
Introduction Ethics in Advertising Laws & Regulations Case Study
9. Criticisms Concerning The Influence of Advertising on
Society
Puffery/
fraudulation
(metaphor of
idea)
Untruthful or
deceptive
Offensive or in
bad taste
Creates
materialistic
demand
Makes people
buy the things
not needed
Comparative
advertising
Stereotype
Advertising and
sex
Improper
language
Excessive
Introduction Ethics in Advertising Laws & Regulations Case Study
10. Laws & Regulations
• Government Regulation
• Food and Drug Administration
• Advertising Standards Council of India (ASCI)
• Industry self-regulation
• Consumer activism
Introduction Ethics in Advertising Laws & Regulations Case Study
11. Laws & Regulations
• Advertising Standards Council of India (ASCI)
• To Ensure the Truthfulness and Honesty of representations and claims made by Advertisements and
to safeguard against misleading Advertisements.
• To ensure that Advertisements are not offensive to generally accepted standards of Public Decency.
• To safeguard against the indiscriminate use of Advertising in situations or for the promotion of
products which are regarded as Hazardous to society or to Individuals to a degree or of a kind
which is unacceptable to society at large.
• To ensure that advertisements observe Fairness in Competition such that the Consumer’s need to be
informed on choices in the market place and the canons of generally accepted competitive behavior
in Business is both served.
Introduction Ethics in Advertising Laws & Regulations Case Study
12. Case Study
Obscene Objectionable Misleading Sexy
Introduction Ethics in Advertising Laws & Regulations Case Study
13. Case Study – Nestlé
• In early 70’s claimed to provide baby milk powder which can replace
mother’s milk as baby food.
• Claim proved to be false as
• Lacks nutrients and antibodies found in mother’s milk
• Creates addiction to babies
• High in cost
• Nestlé got banned in USA(1977), U.K.(1980) and Canada(1984).
• Current Status
• Nestlé boycott is currently coordinated by the International Nestlé Boycott
Committee
• Company practices are monitored by the International Baby Food Action Network
(IBFAN)
Introduction Ethics in Advertising Laws & Regulations Case Study
14. References
• http://www.bbc.co.uk/ethics/introduction/intro_1.shtml
• http://www.foxnews.com/health/2010/12/15/dannon-settles-complaints-
yogurt-ads/
• http://www.mondaq.com/india/x/192384/advertising+marketing+bran
ding/Advertising+Law+in+India
• https://www.carroll.edu/msmillie/busethics/ethadvertising.htm
Introduction Ethics in Advertising Laws & Regulations Case Study