A discipline that deals with moral duty and obligation Principles of conduct governing an individual or a group A guiding philosophy

Ethics are guiding principles of behavior, deciding factors of fairness

Media ethics is the subdivision of applied ethics dealing with the specific ethical principles and the standards of media, including broadcast media, film, theatre, arts, print media and internet. The media all over the world has voluntarily accepted that code of ethics should cover at least the following areas of conduct:-

Honesty and fairness; duty to seek the views of the subject of any critical reportage in advance of publication; duty to correct factual errors; duty not to falsify pictures or to use them in a misleading fashion

duty to provide an opportunity to reply to critical opinions as well as to critical factual reportage

appearance as well as reality of objectivity; some codes prohibit members of the press from receiving gifts respect for privacy duty to distinguish between facts and opinion duty not to discriminate or to inflame hatred on such grounds as race, nationality, religion, or gender; some codes call on the press to refrain from mentioning the race, religion or nationality of the subject of news stories unless relevant to the story; some call for coverage which promotes tolerance duty not to use dishonest means to obtain information

The obligation to refrain from calumny, unfounded accusations, slander, violations of privacy Integrity and independence Respect of professional confidentiality Consideration for the cultural, social or ethnic codes of individual countries

Any paid form of non personal presentation of ideas, goods and services by an identified sponsor Advertising promotes a Product, service or a event To its target audience

To make sure advertisements are not misleading, deceptive and obscene.

ASCI has been set up Is a voluntary SelfRegulation council, registered as a not-forprofit Company under section 25 of the Indian Cos. Act. The purpose: is to control the content of advertisements, not to hamper the sale of products which may be found offensive, for whatever reason, by some people

A television commercial angered child labour activists, that depicts a ten year old boy carrying pepsi to Indian cricket team negotiating a difficult route to them finally emerging from an underground tunnel. This is unethical to show child labour in positive light. A social activist Santosh Shinde Mumbai based launched a petition in Hyderabad where the judge ruled it should be withdrawn. The ad is unethical because media and ad agencies cannot convey the message that all is right for children to work instead of being at school. By advertising these ads they make it acceptable because millions of people watch it and think its okay.

United Colors of Benetton has unveiled their UNHATE campaign which has hosted a larger number of criticism worldwide. The campaign doctored pictures of world leaders such as Pope kissing in sexual manner a leading Islam Imam. The UNHATE campaign sends mix messages to the extent of hypocrisy . The intended message is to stop hating and to start loving each other but the way they have executed this message has been in a hateful way. Hateful in that they have shown little or no regard for the feelings of the people they have put in their campaign without permission or the feelings of people who feel deep rooted affinity to the people in images. Thus it is unethical marketing the world has seen.