Ethics in Advertising

Ethical Advertising: An overview

• What is advertisement
Focus on
marketing communication that employs an openly sponsored, Truth
non-personal message to promote or sell a product, service or
idea.
• Ethics in advertising
• An ethical ad is the one which doesn’t lie, doesn’t make Avoid Costly Ethics of Provide
Substantiated
fake or false claims and is in the limit of decency Penalties Advertising Evidence
• Related to nature and purpose of advertising
• Depends on what the customers believe
• Companies need to show they have morals
• Unethical v/s Illegal Disclose all
Affiliations

Not morally correct vs being unlawful

 Can advertisement be GOOD and still do WELL
• 92% of Millennial consumers are more likely to buy products from ethical companies
• 82% of them believe ethical companies out perform similar companies that lack a commitment
to ethical principles

Dove Real Beauty Sketches Made of More

Sources: Aflac report 2015

 Unethical Advertising
Promising something you cannot deliver.... Using advertising in a way that is misleading and uses false claims
to get the public to buy the product they are trying to sell is unethical, because of its misuse of the information
that is presented to the public.

Misleading
Advertising

Using Kids Spamming

Puffery and
Exaggeration
 Misleading Advertisements

Misleading
Misleading Advertisement
Advertising

• Surrogate Advertising : Advertising

one thing and selling other
• Concealing facts: Suggestive
Using Kids Spamming advertising by concealing the facts

Puffery and
Exaggeratio
n
 Spamming the Customer

Misleading
Spamming the Customer
Advertising

• Most of the firms now believe in

constantly occupying the
mindshare.
Using Kids Spamming • Spamming messages across mobile
and web platforms

Puffery and
Exaggeratio
n
 Puffery and Exaggeration

Misleading
Puffery and Exaggeration
Advertising

• Taking a concept and blowing it out

of proportions
• Exaggerating the claims made in
Using Kids Spamming the Advertisement

Puffery and
Exaggeration
 Using Kids In Advertising
Using Kids in Advertisement
Misleading
Advertising

• The Basic Premise being that Kids

are more convincing than adults
• Kids used in print ads of products
which are not meant for them in
Using Kids Spamming
the first place

Puffery and
Exaggeration
 Why Ethical Advertising?
• Evens the playing field for the consumer by giving them the information they
need to make an informed decision
• makes consumers’ feel like the company cares about what they need
• Increases brand equity
• Social acceptance
• Provide their customers with fair knowledge of what they are trying to achieve
with their company mission and vision
• Acting in a responsible manner towards the community
• Adhere with social norms
Thank You