advertising: legal, ethical and economic aspects
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ADVERTISING: Legal, Ethical and Economic Aspects. LAWS AND ETHICS. Two forms of oversight are: ETHICAL What we SHOULD do LEGAL What the law allows Ethics are usually the higher standard Violations of ethical principles results in laws. Ethical Perspectives. - PowerPoint PPT PresentationTRANSCRIPT
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ADVERTISING:
Legal, Ethical and
Economic Aspects
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LAWS AND ETHICS
Two forms of oversight are:
ETHICAL
What we SHOULD do
LEGAL
What the law allows
Ethics are usually the higher standard
Violations of ethical principles results in laws
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DEONTOLOGY - Gk. deon - obligation
•Focus is on the means
•Kant’s categorical imperative
“Do unto others”
equity, justice, fairness
Catholicism and Judaism
Concern about the least able
Ethical Perspectives
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Ethical Perspectives
TELEOLOGY -- Gk. telos - end
•Focus is on the ends
•Utilitarianism
The greatest good for the greatest number
Cost - Benefit analysis
The “Protestant Ethic”
“Caveat emptor”
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• Let’s use two distinct names for “ethical”:
– MORAL
• the means are good
OR
– JUSTIFIABLE
• the ends justify the means
Ethical Perspectives
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Avenues for Oversight
•GOVERNMENT REGULATION:
•[pass and enforce laws]
•SELF-REGULATON:
•Independent bodies [set standards]
•Media companies [to accept ads]
•OTHER:
•Buyer Recourse [“caveat emptor”]
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Government Regulation
Federal laws Canadian Radio-Television Comm. (CRTC)
Advertising limits, Infomercials, 900 numbers
Alcohol, Tobacco and Drugs
Provincial laws Alcohol Regulations Credit and Loan Disclosures Unfair Trade Practices Act
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Self-Regulation:
CANADIAN CODE OF ADVERTISING STANDARDS
• Accuracy and clarity
• “Disguised advertising”
• Deceptive price claims
• Bait and switch
• Guarantees and warranties
• Honest testimonials
• Imitation
• Taste and decency
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Advertising Standards Canada
146 Upheld
177 To Council
1210 Code issues1809 Complaints
(1153 ads)
2011 Complaints
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Leo Burnett
ECONOMIC EFECTS OF ADVERTISING
“To me it means that if we believe to any degree whatsoever in the economic system under which we live,
in a high standard of living and in high employment, advertising is the most efficient known way of moving goods in practically every product class.”
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“Advertising, of course, makes
possible our unparalleled variety
of magazines, newspapers,
business publications, and radio
and television stations.”
Leo Burnett
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“It must be said that without advertising we would have a far different nation, and one that would be much the poorer-not merely in material commodities, but in the life of the spirit.”
Leo Burnett
Excerpts from a speech given April 20,1967 at the American Association of Advertising Agencies’ 50th anniversary
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Quote of the day
If you tell lies about a product you will be
found out – either by the government,
which will prosecute you, or by the
consumer, who will punish you by not
buying your product a second time.
• David Ogilvy
(Ogilvy & Mather)