social and ethical aspects of advertisements

Social and ethical

aspects of advertisem

ents peter stephen (MSNIMT

kollam chavara)

INTRODUTION peter stephen (MSN kollam chavara)

Not All Issues Can Be RegulatedNot All Issues Can Be Regulated

A Marketing or Promotion Action May Be Legal but Not Considered Ethical


Ethics in advertisement

• Ethics: Moral principles and values that govern the actions of and individual or group.

Not All Issues Can Be Regulated


Marketers Must Make Decisions Regarding the Appropriateness of Their Actions

peter stephen (MSN kollam chavara)

An advertisement is considered as unethical when:

– It gives false information.– It degrades the rival’s product or substitutes.– It is against the national and public interest.– It gives misguiding information.– It is obscene or immoral.


• Use of sex, especially the use of women as a sex objects

• Alcohol &tobacco advertisement • Untruthful claims• Use of testimonials or endorsements • Exaggerated claims• Unverified claims that is ambiguous

Unethical advertisement can take any of the following form


Use of sex, especially the use of women as a sex objects


What is your opinion of this ad?


Alcohol &tobacco advertisement


Exaggerated claims


Use of testimonials or endorsements


Unverified claims that is ambiguous


Horliks banned ad


Many People Found Benetton’s “Death Row” Ad Campaign Offensive


Advertisements and childern


Advertisements and childern

• Children between ages 2-11 watch on average 21.5 hours of TV per week and may see 22,000 commercials per year.

• Television is an important source of information for children about products.

• In a study by boddewyn for the international advertising association ,it was noted that decency and sexism appeared to be issues causing less concern in future issues than advertising to children.


Advertising Standards Council of India (ASCI)

Advertising Standards Council of India is a self regulatory voluntary organization of the advertising industry.

The main role is to deal with Complaints received from consumers and industry,

Against Ads- false, misleading, indecent, illegal, Code for self regulation in advertising. ASCI,1985 is a commitment to honest advertising and to

fair competition in the market place.


ASCI’S MISSIONASCI has one overarching goal: “To maintain and enhance the public's confidence in advertising”.

ASCI seeks to ensure that advertisements conform to its Code for Self-Regulation which requires advertisements to be

Truthful and fair to consumers and competitors.

Within the bounds of generally accepted standards of public decency and propriety.

Not used indiscriminately for the promotion of products, hazardous or harmful to society or to individuals. .particularly minors, to a degree unacceptable to society at large.


Objectives of ASCI

To monitor ,administer and promote standards of advertising practices in India

To codify, adopt and modify the code of advertising practices in India and implement, administer and promote and publicize such a code.

To give wide publicity to the Code and seek adherence to it of as many as possible of those engaged in advertising.

To print and publish pamphlets, leaflets, circulars or other literature or material, that may be considered desirable for the promotion of or carrying out of the objects of the Company.


REFERENCES

• “An Indian perspective advertising management” PK Agarwal

• “Advertising management” Manendra Mohan• www.youtube.com• www.adoholik.com


THANK U


social and ethical aspects of advertisements

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