ETHICAL ISSUES IN ADVERTISING

EFFORTS BY :-

SIDDHALI NEVREKAR
DHANASHRI PANCHAL

AISHWARYA PATIL

MOKSHADHA PALANDE

NEESHA PATHAK
 INTRODUCTION

In this era of globalization and deregulation,

advertising has acquired a new status.

As a matter of fact, advertising creates

employment opportunities, provides
information regarding the developments
taking 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
Ethics Is A Branch Of 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 ?

Ethics In Advertising Means A Set Of
Well Defined Principles Which Govern
The Ways Of Communication Taking
Place Between The Seller And The
Buyer
HOW ETHICAL ISSUES ARISE IN ADVERTISING
An advertisement of Nestle India Ltd (Maggie healthy
soup) claimed that Happy Heart Healthy Soup.
The 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.
 UNETHICAL ADVERTISING

Advertisement is considered unethical in the

following situations:
o When it has degraded or underestimated the
substitute or rival's product.
o When it gives false or misleading information on
the value of the product.
o When it fails to give useful information on the
possible reaction or side effects of the product. And
o When it is immoral.
 BASIC PRINCIPALS OF ADVERTISING
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

 FORMS OF UNTRUTHFUL ADVERTISING
Exaggeration
Misuse Of Testimonials
Misrepresentation
Free Gifts, Discount and
Contests
Total Lies
Unhealthy Brand
Comparisons
Surrogate advertisement
Use of children in
advertising
 EXAGGERATION
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
 MISUSE OF TESTIMONIALS

Testimonals Is Statement Given By A Popular

Personality Claiming The Superiority Of The
Brand..

Example : Ad Of Soaps, Cosmetics, Food

Products, etc..
 MISREPRESENTATION

Competing Brands With

Similar Names & Some
Seller May Claim That Their
Product Is Of Export Quality,
To Fool The Innocent
Consumers..
Example :- Nike & Hike..
 FREE GIFTS, DISCOUNT AND
CONTESTS
Advertisers Mostly Fool The Innocent
Customers Through Free Gifts, Discount Sale,
And Contests
Example
Buy One Get One Free,
Flat 50 % Discount,
Weekly Lucky Draw Contests..
 TOTAL LIES
It Includes Advertisements Of Energy Drinks
Which Tells Us About The Number Of Vitamins And
How They Help Children To Grow Strong And Tall
And Also It Includes Advertisements Related
Making A Person Slim Through Drinks & Belts
There Is No Way Of Verifying These False Claims.
Example :-Horlicks, Complan, Tiger biscuits..
 UNHEALTHY BRAND COMPARISONS
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
Surrogate Advertising Is Prominently Seen In Cases Where
Advertising A Particular Product Is Banned By Law.

Advertisement For 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 The Same
Brand Common Examples Include:
Fosters And Kingfisher Beer Brands, Which Are Often Seen To
Promote Their Brand With The Help Of Surrogate Advertising
 CHILDREN IN ADVERTISING
Children Are Easily
Persuaded And Have A
Large Pull On Today's
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
CHILDREN AND ADOLESCENTS AS TARGET GROUPS

The Childrens 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:

Cannot differentiate
Lack the knowledge and skills
between programs and
to evaluate advertising claims
commercials

Marketers Argue Children:

Must learn through Must acquire skills needed to

socialization function in the marketplace
CONCLUSION
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 Consumers 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..
Consumers Should Be Organised And Should Adopt A
Careful & Concerned Steps Towards Such Advertising