Advertising Ethics (Professional Writing)

 

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According to Philip Kotler, “Advertising is any paid form of non-personal presentation & promotion of ideas, goods, or services by an identified sponsor.” In simple words, “Advertising is a means of informing and communicating essential information.”

Frank Presbrey said, “Advertising is a printed, written, oral, and illustrated art of selling.”

 

The field of advertising is extremely broad and diverse. In general terms, of course, an advertisement is simply a public notice meant to convey information and invite patronage or some other response. Advertising has two basic purposes: to inform and to persuade, and while these purposes are distinguishable — both very often are simultaneously present.

Advertising is not the same as marketing (the complex commercial functions involved in transferring goods from producers and consumers) or public relations (the systematic effort to create a favorable public impression or ‘image’ of some person, group, or entity). In many cases, it is a technique or instrument employed by one or both of these. Advertising can be straightforward — a local, even neighborhood phenomenon, or it can be very complex, involving sophisticated research and multimedia campaigns that span the globe. It differs according to its intended audience. Not only are many different media and techniques employed in advertising; but also advertising itself is of several different kinds: commercial advertising for products and services; public service advertising on behalf of various institutions, programs, and causes; political advertising in the interests of parties and candidates.

 

Advertising Ethics

With the growth in technology, new ways of reaching consumers have emerged, and it is essential for advertisers to maintain high levels of honesty and ethics. Thus, advertising ethics means a set of specific principles that regulate the methods of communication between the buyer and the seller. In addition, advertising ethics covers ethical concerns about the advertising message, the consumers targeted by the advert, advertising of controversial products and services, and the effects of advertising on social values.

 

Ethics is an essential aspect of the advertising industry. Even though there are numerous benefits of advertising, there are some advertising points that do not match the ethical standards of advertising. Therefore, ethical ads are the ones that do not lie, are within the limits of decency, and do not make false or fake claims.

Today, many ads are over-exaggerated, and many advertisers usually puff their adverts. This makes the advertisers seem like they lack an understanding of ethical principles and norms. Most advertisers do not understand or are unable to determine what is correct or wrong.

Their primary interest is to increase their sales, attract more customers and increase their product’s demand through well-decorated, colorful, and puffed adverts. Many advertisers like to present their product as the best and unique on the market or cheaper and more beneficial than the competitor’s product. However, many of these ads have been proven false and deceptive to customers, thus making them unethical.

 

The Principles of Advertising Ethics

The following are the principles that govern advertising ethics, according to the Institute for Advertising Ethics (IAE):

v  The advertising industry should maintain high ethical standards and share the objective of truth when serving the public.

v  High personal ethics should be used when creating and disseminating information to people.

v  The advertising industry should clearly differentiate editorial and news content from paid ads to avoid confusing the public.

v  All ads should clearly reveal if the researcher has received any payment from the brand.

v  Advertisers should use discretion and care depending on the types of advertisements offered and the target audience.

v  Advertisers should safeguard customers’ discretion in marketing communications, and be straightforward with customers about gathering information.

v  Advertisers should comply with the advertising industry guidelines as well as follow the local, federal, and state laws governing advertisement. 

v  Advertisers should hold private discussions about ethical concerns, and all participating members should freely express their ideas.

 

Importance of Ethics in Advertising

Ethics in advertising is important because by acting ethically with their advertising, a company is being responsible towards the needs of the customer. Ethical advertising evens the playing field for the consumer by giving them the information they need to make an informed decision on what products to buy and how these products will enhance their lives--whether they need the product or they just want that product.

Companies need to show they have morals when advertising to consumers because that makes consumers feel like the company cares about what they need. Companies must provide their customers with fair knowledge of what they are trying to achieve with their company mission and vision. By sharing this vision, they are helping people to understand the thought process behind their decision-making and how the company feels their products or services will be of benefit to people without using false advertising to entice people into buying the product. Honesty is important for customers in order to create trust between a brand and a consumer, so maintaining ethics in advertising efforts will help to make the relationship stronger. By doing the right thing, brands can act in a responsible manner towards the community and the customers they are working for.