Ethics in Advertising and Promotion

Author: Mr. Abhinav Bhardwaj, Associate Prof. KIET Group of Institutions, Ghaziabad, Uttar Pradesh Contact : abhin23@gmail.com, +919953201969

ABSTRACT Advertising is an instrument used for various purposes but today’s advertising is doing more then that. From the inception of it, people are pointing towards its usefullness and impact, which was always very high, on the society. It was criticised, humiliated yet made mandatory for creating hype and selling. Today’s advertising is delivering the messages which are not appropriate and acceptable. Products are promoted with a motive of selling anyhow, yet people are not voicing against it and having CHALTA HAI attitude. The objective of this paper is to bring forward the issues related to the ethical aspect of advertising and promotion, its impact on an individual and on society as well. Key Words: Branding, Products, policies, responsibilty, vigour

Introduction
Advertising is any paid form of non-personal communication about an organization, good, service or idea by an identified sponsor (Berkowitz, Crane, Kerin, Hartley, & Rudelius, 494). Advertisements are displayed through various means to a large audience. They can be found on the Internet, in a magazine, or even on the highway. Advertisements are everywhere! Their main goal is to grab the consumer's attention about a specific good, service or institution. To achieve this goal, advertisers use an assortment of techniques. However, some of the techniques used are illegal, unethical, or both. To illustrate, there is an illegal trick known as "bait and switch". This tactic requires placing an ad for an item at tremendous value. Upon reaching the store, the shopper finds that the item is "no longer available" and in order to alleviate their sorrow at missing the deal they are directed to a similar item that, while not as good of a bargain (sometimes no bargain at all) closely matches what they came for (Rubak, 2001). There is a great

So too are the manufacturers.” Recently the F. is likely to be harmful by adversely affecting that decision. and cover production costs for television shows.T. Meaning false or misleading information in advertising media is punishable by judicial law. “lights”. Advertisers are held accountable for the messages they produce. Wikipedia states illegal deception as. exercised their authoritative power against the tobacco industry through their use of previously undefined terms such as “low tar”. With their product ads. “the potential to deceive. The latter means that the claim. explicitly or implicitly. The act of being deceptive is not the same as producing deception. The added fear of civil lawsuits pertaining to deceptive advertising coupled with penal laws which prohibit such dishonest acts. . Advertising is more accepted by society if there are benefits. so they visit the hospital. recovery of reputation and overall positive brand imaging are rarely had. The terms were used to mistakenly identify varying levels of additives such as nicotine or tar for which no variance actually exist. There seems to be a fine line as to what is unlawful in terms of “false” advertising.deal of controversy concerning the ethics of advertising. which is interpreted to occur when consumers see the advertising to stating to them. make for an industry centered on truthful intent. when advertising has a negative effect on society.C. like cheaper prices. a claim that may not realize is false or material. the ban placed on smoking ads. Conversely. whom are held accountable for their products meeting the standards set forth by the advertisement. “ultralights” used on cigarette packaging. For the most part this is a self-regulated practice. Smoking causes people to be ill. Once an advertised product is called out for not living up to expectation. For example. The Federal Trade Commission is the governing authority against “unfair and deceptive acts or practices in commerce”. Society (the tax payers) pays for the medical costs. All cigarettes contain the same basic levels of such. reduce newspaper and magazine prices. the practice of truthful advertising is commonplace in today’s society. therefore smoking ads are not advantageous. companies sponsor events (such as sports). if relied on for making a purchasing decision. it is rejected. Ethics in advertising to most sounds like the definition for irony. However.

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