Ethics are the moral standards against which behavioris judged. Key areas of debate regarding ethics andadvertising are:
Truth in advertising
Advertising to children
Advertising controversial products
Truth in Advertising
is making false or misleading statements but
puffery (commercial exaggeration)
Ex. A manufacturer claiming a laundry pdt. Which canremove grass stains is exposed to legal sanctions if the pdt. can not perform the task while in other case a pdt.
Claiming to be “The Best Detergent in the world”
however is perfectly with in the rights to employ superlatives.
Cannot legislate against emotional appeals
HLL’s Clinic All Clear Dandruff shampoo claimed
that it had ZPTO, the special ingredient in Clinic AllClear that stops dandruff. This claim was found tobe untrue since ZPTO is a micro biocide, when inreality, dandruff is known to be caused by several
other factors, besides, microbes. HLL’s multi
research wing ‘clearly overlooked’ this aspect. The