ETHICS

ADVERTISING ETHICS AND REGULATIONS

KIMCHI's NOTES | BAPR 3-2D | ADVE 30133 SEM 1 2023

specific virtues. Ethics, for

MODULE 1 : ETHICS & MORALITY example, refers to those standards
that impose the reasonable
ETHICS & MORALITY obligations to refrain from rape,
stealing, murder, assault, slander,
and fraud. Ethical standards also
● Ethics and morals relate to “right” include those that enjoin virtues of
and “wrong” conduct. While they honesty, compassion, and loyalty.
are sometimes used And, ethical standards include
interchangeably, they are different: standards relating to rights, such
Ethics refer to rules provided by as the right to life, the right to
an external source, e.g., codes of freedom from injury, and the right
conduct in workplaces or to privacy.
principles in religions.
Morals refer to an individual’s own ● Secondly, ETHICS refers to the
principles regarding right and study and development of one's
wrong. ethical standards. Ethics also
means, then, the continuous effort
of studying our own moral beliefs
and our moral conduct, and
striving to ensure that we, and the
institutions we help to shape, live
up to standards that are
reasonable and solidly based.

ETHICS are external standards that are

provided by institutions, groups, or culture
to which an individual belongs. For
example, lawyers, policemen, and doctors
all have to follow an ethical code laid
down by their profession, regardless of
their own feelings or preferences. Ethics
can also be considered a social system or
a framework for acceptable behavior.

MORAL AND NON-MORAL

STANDARDS

● MORALS are the prevailing

standards of behavior that enable
WHAT IS ETHICS? people to live cooperatively in
groups. Moral refers to what
societies sanction as right and
ETHICS is two things. acceptable.
● First, ETHICS refers to
well-founded standards of right ● Most people tend to act morally
and wrong that prescribe what and follow societal guidelines.
humans ought to do, usually in MORALITY often requires that
terms of rights, obligations, people sacrifice their own
benefits to society, fairness, or short-term interests for the benefit
 ETHICS REVIEWER
of society. People or entities that
are indifferent to right and wrong
are considered amoral, while
those who do evil acts are
considered immoral.
● Morality is not fixed. Morality
describes the particular values of
a specific group at a specific point
in time.
● Morals are the principles that
guide individual conduct within
society. And, while morals may
change over time, they remain the
standards of behavior that we use
to judge right and wrong.
● NON-MORAL STANDARDS refer
to rules that are unrelated to moral
or ethical considerations. Basic
examples of nonmoral standards
include rules of etiquette, fashion
standards, rules in games, and
various house rules.
● Religious rules, some traditions,
and legal statutes (i.e. laws and
ordinances) are non-moral
principles, though they can be
ethically relevant depending on
some factors and contexts.
SIX CHARACTERISTICS OF MORAL
STANDARDS
The following six (6) characteristics of
moral standards further differentiate
them from non-moral standards:
1. Moral standards involve serious
wrongs or significant benefits.
Moral standards deal with matters
which can seriously impact, that is
injure or benefit human beings.
2. Moral standards ought to be
preferred to other values. Moral
standards have overriding
character or hegemonic authority.
If a moral standard states that a
person has the moral obligation to
do something, then he/she is
supposed to do that even if it
conflicts with other non-moral
standards.
3. Moral standards are not
established by authority figures.
Moral standards are not invented,
formed, or generated by
authoritative bodies or persons
such as nations’ legislative bodies.
Ideally instead, these values ought
to be considered in the process of
making laws.
4. Moral standards have the trait
of universalizability. Simply it
means that everyone should live
up to moral standards. To be more
accurate, however, it entails that
moral principles must apply to all
who are in a relatively similar
situation.
5. Moral standards are based on
impartial consideration. Moral
standards do not evaluate
standards on the basis of the
interest of a certain person or
group, but one that goes beyond
personal interest to a universal
standpoint in which each person’s
interest are impartially counted as
equal.
6. Moral standards are associated
with special emotions and
vocabulary. Prescriptivity
indicates the practical or
action-guiding nature of moral
standards. These moral standards
are generally put forth as
injunction or imperatives. These
principles are proposed for use, to
advise, and to influence action
retroactively; this feature is used
to evaluate behavior, to assign
praise and blame, and to produce
feelings of satisfaction or of guilt.
2
 ETHICS REVIEWER
KOHLBERG'S THEORY OF MORAL
DEVELOPMENT
ELEMENTS OF MORAL
RESPONSIBILITY OF A PERSON
In philosophy, MORAL RESPONSIBILITY
is the status of morally deserving praise,
blame, reward, or punishment for an act
or omission in accordance with one's
moral obligations. Deciding what (if
anything) counts as "morally obligatory" is
a principal concern of ethics.
Philosophers refer to people who have
moral responsibility for an action as moral
agents. Agents have the capability to
reflect upon their situation, to form
intentions about how they will act, and
then to carry out that action.
Moral responsibility does NOT
necessarily equate to legal
responsibility. A person is legally
responsible for an event when a legal
system is liable to penalize that person for
that event. Although it may often be the
case that when a person is morally
responsible for an act, they are also
legally responsible for it, the two states do
not always coincide.
FREE WILL, in humans, the power or
capacity to choose among alternatives or
to act in certain situations independently
of natural, social, or divine restraints.
FACTORS THAT LESSEN
ACCOUNTABILITY
Since responsibility depends on the
voluntariness present in act, we must
inquire into the factors which affect
voluntariness in an action. Factors that
influence man’s inner disposition towards
certain actions are called "modifiers" of
human acts. These are namely:
ignorance, concupiscence, fear, violence
and habits.
1. IGNORANCE : is the absence of
intellectual knowledge which a person
ought to possess. It is either vincible or
invincible.
a. Vincible Ignorance – can be
easily reminded through ordinary
diligence and reasonable efforts.
Under it is the affected ignorance,
this is the type which a person
keeps by positive efforts in order
to escape responsibility or blame.
b. Invincible Ignorance – is the type
which a person possesses without
being aware of it, or, having
awareness of it, lacks the means
to rectify it.
PRINCIPLES:
1. Invincible ignorance renders an act
involuntary.
3
 ETHICS REVIEWER
2. Vincible ignorance does not destroy,
but lessens the voluntariness and the
corresponding accountability over the act.
3. Affected ignorance, though it
decreases voluntariness, increases the
accountability over the resultant act.
2. CONCUPISCENCE (PASSIONS) : are
either tendencies towards desirable
objects, or, tendencies away from
undesirable or harmful things. The former
are called positive emotions; latter,
negative emotions. It is either
antecedent or consequent.
a. Antecedent – are those that
precede an act.
b. Consequent – are those that are
intentionally aroused and kept.
PRINCIPLES:
1. Antecedent passions do not always
destroy voluntariness, but they diminished
accountability for resultant act.
2. Consequent passions do not lessen
voluntariness, but may even increase
accountability.
3. FEAR : is the disturbance of the mind
of a person who is confronted by an
impending danger or harm to himself or
loved ones.
PRINCIPLES:
1. Acts done with fear are voluntary.
2. Acts done out of fear, however great, is
simply voluntary, although it is also
conditionally voluntary.
3. Acts done because of intense fear or
panic are involuntary.
4. VIOLENCE : refers to any physical
force exerted on a person by another free
agent for the purpose of compelling said
person to act against his will.
PRINCIPLES:
1. External actions, or commanded
actions, performed by a person subjected
to violence, to which reasonable
resistance has been offered, are
involuntary and are not accountable.
2. Elicited acts, or those done by the will
alone, are not subject to violence and are
therefore voluntary.
5. HABITS : as defined by Glenn, “is
lasting readiness and facility, born of
frequently repeated acts, for acting in a
certain manner.”
PRINCIPLE:
1. Actions done by force of habit are
voluntary in cause, unless a reasonable
effort is made to counteract the habitual
inclination.
MORAL PRINCIPLE INVOLVED IN
ACTIONS HAVING TWO-EFFECTS
● The act in itself should be good
or at least morally indifferent.
The end doesn't justify the means.
Isolated from the two
consequences, the action itself
must be good, or at least it must
be morally neutral. (Donating
money to charity is good; using
mint toothpaste instead of another
flavor is morally neutral.)
● EVIL EFFECT should not be
directly intended, but morally
allowed to happen as a regrettable
side issue. The good effect — but
not the evil one — must be directly
intended. Any intention to bring
about evil corrupts any action. (If
you’d do the same thing in a
situation that would get the bad
4
 ETHICS REVIEWER
effect but not the good one, you’ve
violated this condition. You can't
be using the good outcome as
your excuse for causing the harm.)
● There should be a reason
sufficiently grave in doing an act.
The good effect must be
produced directly by the agent’s
action, and not by means of the
evil effect. (If the evil effect
causes the good effect, you’ve
violated this condition.)
● Evil effect should not outweigh
the good effect. The evil or harm
that is done must not outweigh the
good that is sought. (If nothing
good will actually be gained, or if
the evil will outweigh the good,
you’ve violated this condition.)
HOLDING PEOPLE ACCOUNTABLE
S - Set clear expectations
I - Invite comments
M - Measure progress
P - Provide feedback
L - Link to consequences
E - Evaluate effectiveness
1. BENEFICENCE
● guides the decision maker to do
● priority to “do good” makes an
MODULE 2 : ETHICAL THEORIES
● also related to the principle of
MORAL RESPONSIBILITY ETHICS
● the status of morally deserving
praise, blame, reward, or
● stipulates that ethical theories
punishment for an act or
omission in accordance with one's
moral obligations
● Making judgments about whether
a person is morally responsible for
her behavior, and holding others
and ourselves responsible for
actions and the consequences of
actions, is a fundamental and
familiar part of our moral practices
and our interpersonal
relationships.
ETHICAL THEORIES
● provide part of the
decision-making foundation for
Decision Making When Ethics Are
In Play because these theories
represent the viewpoints from
which individuals seek guidance
as they make decisions
● In order to understand ethical
decision making, it is important to
realize that not everyone makes
decisions in the same way, using
the same information, employing
the same decision rules.
what is right and good.
ethical perspective and possible
solution to an ethical dilemma
acceptable.
utility, which states that we should
attempt to generate the largest
ratio of good over evil possible in
the world
should strive to achieve the
greatest amount of good because
people benefit from the most good
5
 ETHICS REVIEWER
● mainly associated with the
utilitarian ethical theory
* the duty to do good
* promoting good
* action done for the good of others
* e.g., Transporting a sick or injured
person to and from the hospital
2. LEAST HARM
● deals with situations in which no
choice appears beneficial
● decision makers seek to choose to
do the least harm possible and to
do harm to the fewest people
* when faced with a difficult moral
dilemma, one should choose the
alternative that causes the least amount
of harm to those affected
3. RESPECT FOR AUTONOMY
● states that decision making should
focus on allowing people to be
autonomous—to be able to make
decisions that apply to their lives
● people should have control over
their lives as much as possible
because they are the only people
who completely understand their
chosen type of lifestyle.
● this ethical principle is an
extension of the ethical principle of
beneficence because a person
who is independent usually prefers
to have control over his life
experiences in order to obtain the
lifestyle that he/she enjoys
* requires giving persons independence in
their decisions and actions to the extent to
which they do not harm others or do not
violate others' rights
4. JUSTICE
● states that decision makers should
focus on actions that are fair to
those involved
● means that ethical decisions
should be consistent with the
ethical theory unless extenuating
circumstances that can be justified
exist in the case
* Extenuating circumstances are situation
or events that are:
Exceptional - different to what you have
to deal with in your usual day-to-day life.
Unforeseen - you couldn't know that it
was going to happen or to have planned
for it.
Outside of your control - there was
nothing that you could do to stop it
happening.
* britannica dictionary : circumstance that
diminishes the culpability of one who has
committed a criminal offense and so can
be considered to mitigate the punishment.
* e.g., A parent who is convicted of child
abuse for failing to obtain medical care for
a child for religious reasons
5. DEONTOLOGY
● states that people should adhere
to their obligations and duties
when engaged in decision making
when ethics are in play
● means that a person will follow his
or her obligations to another
individual or society because
upholding one’s duty is what is
considered ethically correct
* uses rules to distinguish right from
wrong
* doesn’t require weighing the costs and
benefits of a situation
* e.g., Suppose you’re a software
engineer and learn that a nuclear missile
is about to launch that might start a war.
You can hack the network and cancel the
6
 ETHICS REVIEWER
launch, but it’s against your professional
code of ethics to break into any software
system without permission. And, it’s a
form of lying and cheating. Deontology
advises not to violate this rule. However,
in letting the missile launch, thousands of
people will die.
6. UTILITARIANISM
● are based on one’s ability to
predict the consequences of an
action
● the choice that yields the greatest
benefit to the most people is the
one that is ethically correct
● two types of utilitarianism: act
utilitarianism and rule utilitarianism
1. Act utilitarianism
subscribes precisely to the
definition of utilitarianism
— a person performs the
acts that benefit the most
people, regardless of
personal feelings or the
societal constraints such
as laws
2. Rule utilitarianism
takes into account the law
and is concerned with
fairness. A rule utilitarian
seeks to benefit the most
people but through the
fairest and most just
means available.
Therefore, added benefits
of rule utilitarianism are
that it values justice and
includes beneficence at the
same time.
* determines right from wrong by focusing
on outcomes
* the act utilitarian considers only the
results or consequences of the single act
while the rule utilitarian considers the
consequences that result of following a
rule of conduct
* e.g.; redistribution of excess money from
the rich to the poor
* act utilitarianism example : A student
chooses to study for an exam instead of
going out with friends, despite it being
more pleasant at the moment to socialize
than studying for hours on end.
* rule utilitarianism example : an individual
may choose not to lie even if it means
causing harm to someone else, as the
expected good or pleasure from honesty
for most people in society is seen as
outweighing the harm caused by a single
lie.
7. RIGHTS
● the rights established by a society
are protected and given the
highest priority.
● rights are considered to be
ethically correct and valid since a
large population endorses them.
● individuals may also bestow rights
upon others if they have the ability
and resources to do so.
● for example, a person may say
that her friend may borrow her
laptop for the afternoon. the friend
who was given the ability to
borrow the laptop now has a right
to the laptop in the afternoon
8. VIRTUE
● judges a person by his/her
character rather than by an action
that may deviate from his/her
normal behavior.
● takes the person’s morals,
reputation, and motivation into
account when rating an unusual
and irregular behavior that is
considered unethical.
7
 ETHICS REVIEWER
● One weakness of virtue ethical
theory is that it does not take into
consideration a person’s change
in moral character
* e.g., Being truthful and sincere in all
aspects of life. Honesty includes being
open with others about disagreements or
mistakes rather than attempting to cover
them up.
9. HEDONISM
● is the belief that pleasure, or the
absence of pain, is the most
important principle in determining
the morality of a potential course
of action.
● Pleasure can be things like “sex,
drugs, and rock ’n’ roll,” but it can
also include any intrinsically
valuable experience like reading a
good book
* considers right versus wrong actions
based around pleasure and pain
* More pleasure and less pain is ethical.
More pain and less pleasure is not
* e.g., excessive alcohol consumption or
engaging in unethical behavior ; skipping
work and going sky-diving.
MODULE 3 : ETHICAL THEORIES:
RIGHTS & DUTIES, JUSTICE &
FAIRNESS, ETHICS OF CARE
RIGHTS & DUTIES
● RIGHTS are moral claims of
individuals recognized by society.
DUTIES are moral debts or
obligations of individuals
recognized by society.
● Rights reside in some individuals;
they have rights to certain things
which are necessary for their
self-realization. Duties are moral
obligations, on the part of other
individuals, to respect those rights
● The society grants certain rights to
its individual members for their
own good and the good of the
society.
● Moral obligation is different from
legal obligation. The moral
obligation cannot be enforced by
the State, while legal obligation
can. Moral obligation depends
upon the approval of public
opinion.
● A society changes in different
times under different conditions.
So rights and duties also change.
New occasions create new rights
and duties.
● The society is the ultimate
authority which concedes moral
rights to individuals, imposes
duties or moral obligations on
others to respect these rights, and
enforces the observance of these
duties.
THE RIGHTS OF A MAN
1. Right to Live
2. Right of Education
3. Right to Work
• The right to work or employment
follows from the right to live. If a
person does not get employment,
he cannot earn his livelihood.
4. Right of Freedom
8
 ETHICS REVIEWER
• He should not be coerced by
anybody. He should not be a slave
to anybody. Freedom means
restricted freedom.
5. Right of Property
6. Right of Contract
JUSTICE & FAIRNESS
● JUSTICE means giving each
person what he or she deserves
or, in more traditional terms, giving
each person his or her due.
● While justice usually has been
used with reference to a standard
of rightness, FAIRNESS often has
been used with regard to an ability
to judge without reference to one's
feelings or interests; fairness has
also been used to refer to the
ability to make judgments that are
not overly general but that are
concrete and specific to a
particular case.
● The most fundamental principle
of justice — one that has been
widely accepted since it was first
defined by Aristotle more than two
thousand years ago — is the
principle that "equals should be
treated equally and unequals
unequally." In its contemporary
form, this principle is sometimes
expressed as follows: "Individuals
should be treated the same,
unless they differ in ways that are
relevant to the situation in which
they are involved.“
DIFFERENT KINDS OF JUSTICE
1. DISTRIBUTIVE JUSTICE
●
refers to the extent to which
society's institutions ensure that
benefits and burdens are
distributed among society's
members in ways that are fair and
just. When the institutions of a
society distribute benefits or
burdens in unjust ways, there is a
strong presumption that those
institutions should be changed.
**For example : treating people differently
on the basis of race
2. RETRIBUTIVE OR CORRECTIVE
JUSTICE
● refers to the extent to which
punishments are fair and just. In
general, punishments are held to
be just to the extent that they take
into account relevant criteria such
as the seriousness of the crime
and the intent of the criminal, and
discount irrelevant criteria such as
race.
3. COMPENSATORY JUSTICE
● refers to the extent to which
people are fairly compensated for
their injuries by those who have
injured them; just compensation is
proportional to the loss inflicted on
a person.
INSIGHTS :
● Philosopher Immanuel Kant and
others have pointed out, human
beings are all equal in this respect:
they all have the same dignity, and
in virtue of this dignity they
deserve to be treated as equals.
Whenever individuals are treated
unequally on the basis of
characteristics that are arbitrary
and irrelevant, their fundamental
human dignity is violated.
9
 ETHICS REVIEWER
● Justice is not the only principle to
consider in making ethical
decisions. Sometimes principles of
justice may need to be overridden
in favor of other kinds of moral
claims such as rights or society's
welfare.
● Justice is an expression of our
mutual recognition of each other's
basic dignity, and an
acknowledgement that if we are to
live together in an interdependent
community we must treat each
other as equals
ETHICS OF CARE
● also called care ethics, feminist
philosophical perspective that
uses a relational and
context-bound approach toward
morality and decision making. The
term ethics of care refers to ideas
concerning both the nature of
morality and normative ethical
theory.
● American philosopher Nel
Noddings provided one of the first
comprehensive theories of care
and argued that caring is the
foundation of morality. She saw
relationships as ontologically basic
to humanity, where identity is
defined by the set of relationships
individuals have with other
humans. In suggesting that caring
is a universal human attribute,
Noddings asserted that a caring
relation (a relationship in which
people act in a caring manner) is
ethically basic to humans. Since
the impulse to care is universal,
caring ethics is freed from the
charge of moral relativism to the
same degree as is virtue ethics.
● According to Noddings, each
caring relation consists of at least
two people, the “one-caring” and
the “cared-for.” Such a relation
can certainly be more than merely
dyadic (an influence-based
relationship between two people)
as the one-caring and the
cared-for may come to exhibit
reciprocal commitment to each
other’s well-being.
Two criteria must be met for such a
duty to have force:
(1) the relationship with the other person
must exist (or have the potential to exist),
and (2) the relationship must have the
potential to grow into a mutually caring
relationship.
There are three levels of a caring
morality :
– the self is cared for to the exclusion of
the other (caring for self to the exclusion
of others).
– the other is cared for to the exclusion of
the self (caring for others to the exclusion
of self)
– moral maturity, wherein the needs of
both self and other are understood.
MODULE 4 & 5 : RESPONSIBILITIES
OF INDIVIDUAL IN AN
ORGANIZATION, FIRM'S DUTIES TO
EMPLOYEES / ETHICAL PRACTICES
IN THEMARKET
INDIVIDUAL RESPONSIBILITY
10
 ETHICS REVIEWER

● Every person in an organization is we set. It also means that we

morally responsible for his or her
own behavior, and any efforts to
change that behavior should focus
on the individual. To understand
and change an individual’s
behavior we need to understand
and try to change the communities
and organizations to which they
belong.
● RESPONSIBILITY is defined as
owning the ability and power to
create, choose, and attract. The
Responsibility Process starts with
the understanding that you are
creating, choosing, and attracting
things in your life.
accept complete responsibility for
our behavior, feelings, and
decisions in all areas of our life.
● Being accountable for things in our
life will leave us with little room for
finger-pointing. It will also help us
gain more control over our life. We
will own up and take responsibility
when confronted with the outcome
of our actions, regardless of good
or bad.
● Having a sense of personal
responsibility means being
prepared to adhere to society’s
norms of personal behavior. An
individual with personal
responsibility will not attempt to
pin the blame on someone else.
Instead, they show maturity in
their reaction to the given situation
and accept responsibility for their
actions.

● We may feel great temporarily for

avoiding our responsibilities. But,
in the long run, it will create more
suffering for us and the people
around us. We might also find
ourselves feeling hopeless and
trapped in the world we currently
live in.

QUALITIES & CHARACTERISTICS

OF SOMEONE WHO HAS A SENSE
OF PERSONAL RESPONSIBILITY

1. COMMUNICATION SKILLS
WHAT IS PERSONAL ● You can’t take responsibility for
RESPONSIBILITY? things that you don’t know. So you
must know what you need to do
● PERSONAL RESPONSIBILITY is and how you should go about
the amount of commitment to doing it. A great way to start is by
creating and attaining the goals asking someone related to the

11
 ETHICS REVIEWER

matter. Communication also

HOW TO DEVELOP PERSONAL
includes soliciting input from RESPONSIBILITY
others. Don’t be afraid to ask
when something is not going
STEP 1: Don’t Blame Or Whine
according to your plan. When you
STEP 2: Learn Not To Take Things
communicate with others about
Personally
what you did wrongly, they are
STEP 3: Be Aware Of Your Actions
less inclined to become upset.

HOW TO IMPROVE PERSONAL

2. ABILITY TO CREATE BOUNDARIES RESPONSIBILITY?
● When establishing a sense of
personal responsibility, it is critical 1. Have Realistic Expectations
not to overcommit yourself. If you 2. Develop Healthy Habits
take on too many responsibilities, 3. Take Time To Pause And Reflect
you may end up putting yourself
under too much pressure to live up
to others’ expectations.

WHAT IS ORGANIZATIONAL
3. HUMILITY
RESPONSIBILITY?
● You will become more successful
in everything you do if you are
completely honest with yourself ● An organization cannot run without
and others. This means putting implementing organizational
aside your ego and pride to responsibilities. Organizational
confess the mistakes you made. responsibilities take a balanced
approach to ensuring the
4. ABILITY TO CONTROL EMOTIONS organization runs efficiently and
AND FEELINGS benefits the most people at all
times.
5. COURAGE
● Displaying personal responsibility ● Protocol for organizational
means having the courage to own responsibility varies by the
up to your mistakes. individual organization but
generally follows a uniformed
6. PERSISTENCE guideline. This can be based on
the type of organization and the
7. BE YOUR AUTHENTIC SELF manner in which it functions.
Be truthful and open about your desires
and feelings. Ideally, it is best to be MODEL OF STRUCTURE
sincere all the time rather than having to ● The structure model shows how
find excuses and back out of something the organization will run and
you’ve given your words. progress. It is based on power,
information and control. This is
8. BE ORGANIZED one of the first organizational
responsibilities because it lays the
foundation for a successful

12
 ETHICS REVIEWER

organization. The implementation smoothly for the success of the

of structure specifies laws and organization. Operation objectives
regulations that will help the define a specific number of sub
organization maintain compliance. goals that contribute to the whole
This includes establishing purpose of the organization. An
principles related to accountability operation’s manager provides the
or proper ethical behavior and logistics for operations in the
should be a part of organizational organization and ensures
planning. operation protocols are met by all
in the organization.
ALLOCATION OF DUTIES
● Delegation is a key factor in
organizational responsibilities. It is
the organization’s responsibility to
ORGANIZATIONAL RESPONSIBILITY
allocate these duties. OF EMPLOYERS & EMPLOYEES
● Allocation of duties maintains
organizational structure and
Employees provide human resources to
affords individuals in the
the organization. They are very important
organization to commit to personal
to the company. Therefore, the
and team obligations and
responsibilities of a business organization
responsibilities. Leaders or
towards the employees should be fulfilled
founders of the organization
in the proper manner because this will
allocate duties to appropriate
give a greater productivity to the
personnel or teams.
organization. We have explained the
responsibilities of a business organization
COORDINATION
towards employees in brief as follows:
● An organization does not run as a
single entity, therefore, the
coordination of committees,
(1) MEANINGFUL WORK AND JOB
meetings, allocation of funds and
SATISFACTION:
other interests that keep the
● To provide a good work, proper
organization going must be
working conditions and job
coordinated. Coordination is
security are the social
related to knowledge and
responsibilities of commercial
information issues and determines
organizations.
overall performance of the
organization. The organizational
(2) FAIR RETURNS:
responsibility of coordination must
● Workers should be paid sufficient
be carried out sufficiently to reach
wages and salaries, other
organizational goals, get
incentives like bonus, medical
appropriate funds and hire the
allowance, traveling allowances,
most efficient employees.
etc. Prompt payment to the
workers, results in higher
OPERATION
motivation to the workforce.
● Order of operation is essential to
organizational responsibilities
(3) BEST PHYSICAL AND MENTAL
because operations must run
ATMOSPHERE:

13
 ETHICS REVIEWER

● Fresh and decent working ● The commercial organization

conditions, proper sanitary should take adequate measures to
facilities, cool and drinking water protect the health of the
etc. items are the essentials of employees. They should be
employees. Therefore, by taking provided with proper canteen,
into consideration these medical and other facilities.
requirements, proper attention
should be given to the facilities. (9) GRIEVANCE PROCEDURE:
● There should be proper grievance
(4) PARTICIPATION IN THE procedures to handle employee
MANAGEMENT: complaints.
● The workers must be encouraged
to take part in management by
forming a workers committee,
PRINCIPLES IN ETHICAL
suggestion scheme, profit sharing, MARKETING
co-partnership, etc. It is an
important responsibility of a
THE FIVE DO’S OF ETHICAL
commercial organization.
MARKETING
(5) TRAINING, PROMOTION AND
1. Transparent
WELFARE SCHEMES:
2. Protect Consumer Data And Privacy
● Modern business demands
3. Commit to Sustainability and Human
efficient and trained staff.
Rights
Therefore, proper training should
4. Respond Meaningfully To Consumer
be provided to the employees.
Concerns
Welfare facilities like scholarship,
5. Maximize Benefits And Minimize Risks
transport facility, refreshment
facility, games, etc. should also be
provided to the employees so that
THE FIVE DON’TS OF ETHICAL
they can complete the work in an
MARKETING
efficient manner.

1. Don’t Exaggerate
(6) RECOGNITION OF UNIONS:
2. Don’t Make False Comparisons
● Organizations should recognize
3. Don’t Make Unverified Claims
workers' right of forming union. It
4. Don’t Stereotype
will help in maintaining industrial
5. Don’t Exploit Emotions
peace.

(7) PROPER PERSONNEL POLICIES:

● There must be proper personnel
policies in respect of transfers,
promotions,
recruitment, training, etc. There should be
no partiality in promotion, transfer or any
other activity for the employees.

(8) HEALTH AND SAFETY MEASURES:

14