ETHICS IN ADVERTISING.pptx Ethical Issues in Advertising

“Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.”

1. ETHICS IN ADVERTISING DR JENIFER THANGAM J ASSISTANT PROFESSOR

2. Advertising – Meaning and Definition Meaning: Advertising is a paid form of communication used by businesses or organizations to promote their products, services, or ideas to the public through various media channels such as television, radio, newspapers, magazines, internet, or social media. Definition: According to Philip Kotler, “Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.”

3. Ethics in Advertising Truthfulness : Presenting information truthfully, accurately, and without deception or misleading claims to ensure transparency and honesty in advertising messages. Respect for Consumer Autonomy : Respecting consumers' autonomy and right to make informed choices by providing accurate and relevant information to enable them to make decisions that align with their preferences and values. Avoidance of Harm : Avoiding advertising practices that may cause harm or offense to individuals or groups, including vulnerable populations such as children, minorities, or marginalized communities. Social Responsibility : Considering the broader social and ethical implications of advertising messages and their potential impact on society, culture, and values.

4. Ethical Issues in Advertising Deceptive Advertising : Making false, exaggerated, or misleading claims about products or services to deceive consumers and induce them to purchase based on false premises. Manipulative Techniques : Using manipulative tactics or psychological appeals to exploit consumer vulnerabilities, emotions, or fears to influence purchasing behavior. Exploitation of Vulnerable Populations : Targeting vulnerable populations such as children, elderly individuals, or individuals with limited cognitive abilities with advertising messages that may not be in their best interests or that exploit their vulnerabilities. Privacy Violations : Collecting personal data from consumers without their consent or knowledge and using it for targeted advertising or other purposes without adequate privacy protections.

5. Ethical Principles in Advertising Honesty and Transparency : Presenting advertising messages honestly, accurately, and transparently, and avoiding deceptive or misleading claims or representations. Respect for Consumer Privacy : Respecting consumer privacy rights by obtaining informed consent for data collection and usage and safeguarding personal information from unauthorized access or misuse. Sensitivity and Inclusivity : Being sensitive to cultural diversity, inclusivity, and social norms in advertising messages, avoiding stereotypes or offensive representations, and promoting diversity and inclusion in advertising imagery and content. Social Responsibility : Considering the broader social impact of advertising messages and promoting social responsibility, ethical behavior, and positive values in advertising communications .

6. Examples of Ethical Advertising Practices Clear and Honest Messaging : Providing clear and honest information about products or services, including their features, benefits, limitations, and pricing, to enable informed consumer choice. Responsible Targeting : Targeting advertising messages responsibly and ethically, avoiding exploitation of vulnerable populations and ensuring that advertising is appropriate and relevant to the target audience. Consumer Empowerment : Empowering consumers to make informed choices by providing access to accurate information, educational resources, and tools to evaluate and compare products or services.

7. Conclusion Ethics in advertising are essential for maintaining trust, credibility, and integrity in advertising communications. By adhering to ethical principles and values, advertisers can promote transparency, honesty, and respect for consumer autonomy while minimizing harm and promoting social responsibility in advertising practices