 SIDDHALI

 NEVREKAR
 DHANASHRI
PANCHAL
 MOKSHADHA
AISHWARYA
PATIL
 PALANDE NEESHA

PATHAK
 INTRODUCTION

• In this era of globalization and

deregulation, advertising has acquired a new
status.
• As a matter of fact, creates
employment
advertising opportunities,
information regarding the developments taking
provides
place in the society, contributes to economic
growth, and provides information about
products and services available in the market
which helps in taking buying decisions.
Ethics Is A BranchOf Philosophy
Which Seeks To Address Questions
About
Morality; That Is, About Concepts
Such As Good And Bad, Right
And Wrong,
Justice, And Virtue.

WHAT IS ETHICS IN
ADVERTISING
?
EthicsInAdvertisingMeansASetOf
We l Defined PrinciplesWhich Gove
HOW ETHICAL ISSUES ARISE IN ADVERTISING
 A n advertisement of Nestle India Ltd (Maggie healthy
soup) claimed that “Happy Heart” “Healthy Soup”.
 T h e claim created an impression that consumption of
Maggie soup leads to better heart and health, while on
testing by independent agency, it has been found that it
contains high levels of salt which releases sodium into
body which in turn, causes hypertension and high blood
pressure instead of good heart and health.
 Therefore, on complaint, ASCI declared the
advertisement as case of misleading by implication and
ambiguity. Therefore, Nestle India Ltd assured ASCI to
modify its advertisements.
Advertisement is considered unethical in the
following situations:
o When it has degraded or underestimated the
substitute or rival's product.
oWhen it gives false or misleading information on
the value of the product.
oWhen it fails to give useful information on the
possible reaction or side effects of the product. And
o When it is immoral.
 Honesty
 Decency
 Social Responsibility
 Truthful Presentation
 Comparisons
 Imitation
 Safety And Health
 Avoidance Of Harm
 Environmental Behavior
ADVERTISING AND UNTRUTHFUL OR DECEPTIVE

General mistrust of advertising

among consumers. Many do not perceive
ads as honest or believable

Abuses involving sales promotions such as

contests, sweepstakes, premium offers

Unethical and/or deceptive practices

involving mail order, telemarketing and
other forms of direct marketing

Internet scams and abuses

 Exaggeration
 Misuse Of
Testimonials
 Misrepresentation
 Free Gifts,
Discount and
Contests
 Total Lies
 Unhealthy
Brand
Comparisons
 Surrogate
advertisement
 Use of children
 Using False Claims In The Advertisements About
The Product.
 Example :- Ghari Detergent - “Pehle Istemaal
Kare Phir Vishvaas Kare.”, Tide Detergent –
“White Ho To Tide Ho.”, Vim Liquid – “One Drop
Challenge”

White ho to One Drop Challenge Pehle Istemaal kare phir vishvaas

Tide ho. kare

Testimonals Is Statement Given By A
Popular Personality Claiming The
Superiority Of The Brand..

 Example :– Ad Of Soaps, Cosmetics, Food

Products, etc..
 Advertiser’s Mostly Fool The Innocent
Customers Through Free Gift’s, Discount Sale,
And Contests…
 Example –
 Buy One Get One Free,
 Flat 50 % Discount,
 Weekly Lucky Draw
Contests..
 ItIncludesAdvertisementsOf“EnergyDrinks”Which
TellsUsAboutTheNumberOfVitaminsAndHow
TheyHelpChildrenToGrowStrongAndTallAnd
AlsoItIncludesAdvertisementsRelatedMakingA
PersonSlimThroughDrinks&Belts
 There IsNo Way Of Verifying These False Claims

. Example:-Horlicks,Complan,Tigerbiscuits..
 Nowadays Advertisers Are Engaged In Unhealthy
Brand Comparison With The Help Of Advertising.
 Such Comparisons Create Problems And
Confusions For The Right Choice Of The Product As
Far As Audience Are Concerned.
 Example :- Colgate and Pepsodent Toothpaste.
Rin Vs Tide

Complan Vs Horlicks

Coca cola Vs Pepsi

 Surrogate Advertising Is Prominently Seen In Cases
Where
Advertising A Particular
Product Is Banned By Law.
 Adver tisementFor Products Like Cigarettes
Or Alcohol Which Are
And Injurious To Heath Are Prohibited By Law
In
Several Countries Hence These Companies
Have To Come Up With Several Other
Products That Might Have The Same Brand Name
And
Indirectly
Remind People Of The Cigarettes Or Beer Bottles
Of Fosters And Kingfisher Beer
The Same Brands, Which Are Often
 Children Are Easily
Persuaded And Have A
Large On Today's
Pull
Markets, As Is Known By
All Advertisers, Even
Ones Who Do Not Intend
For Their Products To Be
Consumed By Children.

 Children's TV Watching Behavior

Children ages 2-11 80% of all advertising

watch an average of targeted to children
22 hours of TV per falls in four
week and see 30,000
product categories:
commercials per year
Toys, cereal, candy &
fast food restaurants
 The Children’s Market Where Resistance To Advertising
Is Weakest Is The “Pioneer For Ad Creep”.
” Kids Are Among The Most Sophisticated Observers Of
Ads.
They Can Sing The Jingles And Identify The Logos,
And They Often Have Strong Feelings About Products.
What They Generally Don't Understand, However, Are The
Issues That Underlie How Advertising Works.
PERSPECTIVES ON ADS FOR CHILDREN
Advocates Argue That Children:

Marketers Argue Children:

 All This Are Forms Of Unethical or Untruthful Advertising And
This Is Mainly Because Law Is Not Strict, Advertiser Just Want
To Promote Their Products And Push-up The Sale And Lastly
Because Consumer’s Are Unorganised & Adopt A Casual
Approach Towards Such Advertising..
 Law Should Be Strict Against Such Unethical Advertisement..
 Its Advertiser Moral & Social Responsibilty To Represent
Your Ads With High Ethical Standards..
 Consumer’s Should Be Organised And Should Adopt A
Careful & Concerned Steps Towards Such Advertising…