ETHICS IN

ADVERTISING

By:
ALI FAISAL
(11737)
AMAR LAL
WHAT IS
EHTICS?
WHAT IS
ADVERTISING ?
Advertising is a form of communication used
to help sell products and services.
ETHICAL
?
WHAT LAW
SAYS?
 The Law Of Ethical
Advertisement In
Pakistan
• “It is essential to maintain consistently high
standards of television advertising. In judging
advertisements, the main consideration will
be the impression it is likely to create on an
average audience, which includes children
and young persons of innate judgment and
of
impressionable age.”
PTV’s Code Of Ethics In
Advertisement
PTV's code of ethics includes censoring
the following elements from commercials
and programs:
Female glamour related to their bathing
Touching cheeks with hands
Making objectionable gestures
Waiving hair and swaying
Females in jeans and provocative dress
Vulgar looks
which are considered contrary to
Islamic values and are in clash with the
average family atmosphere
UNETHICAL
ADVERTISEMENTS
 Deceptive
Advertisement

• Claiming that a product

can do something that it
can not, is a clear-cut case
of deception.
Dew
Ad
 Time Limits In
Advertisement
• An area where advertisers and
marketers must decide what is
permissible (and therefore justified and
ethical) is impression management.
• Some companies show time limits in
the advertisement of their product but
in actual sense they are not according
to time.
 Irrelevant
Advertisements
• Some advertisements are nothing to do
with the product offered by the company.
Massages, created by these types of ad, are
baseless and meaningless. Example “Ufone
Solid Offer”
 Spoiling Image In
Ads
• Some companies intentionally
(competition) or unintentionally spoils the
image of other brands through the ad of
their product. Example Zong and
BlackBerrry.
 Full
Disclosure
• Some companies do not disclose all the fact
and figures related to that particular
product.
Disclosure of any fact in ad is
considered ‘Unethical’. For example
product prices.
 Seductive
Advertisement
• In some cultures, like Pakistan, seductive
advertisement is considered as unethical.
But some companies use these techniques
to sell their product. Example Mango Slice
 Mocks-Ups In
Ads
Mock ups are the props instead of the
real products in order to simulate the way
products work . For Examples Ads of Ice-
Cream
 Cheap
Advertisements
• There are some advertisements in market
which totally against the ethical standards of
society. The general message created by
these adds are disastrous for norms, values
and standards of society. Example Fresh up
ads
Is Advertising Condoms and
Sex Products Are Ethical?
 Misleading
Ads
• The large grey area that exists between
truth and deception contains ads that
people often consider misleading. The ads
are misleading because they depart from
literal truth and fact. For example Colgate
 Celebrities In
•
Ads
Famous celebrities
are hired for
advertisements by
some companies and
by using the product
the customers feel
themselves like those
celebrities.