Advertising Ethics

Advertising Ethics
Advertising
 “techniques and practices used to bring products, services, opinions, or causes to public
notice for the purpose of persuading the public to respond in a certain way
Political advertising
 when politicians and government officials inform and persuade the public to respond in
specific ways (solicitation of votes, support for advocacies, and others)
Commercial advertising
 an organized method of communicating information about a product or service which a

company or individual wants to sell to the people.
Main purpose of advertising
To inform the public on at least three things:
1. new products being introduced
2. alternative products that the public can choose from
3. the features, uses, and benefits of the products.
Advertising
 a strategy of persuading the public to patronize a product

 both legal and ethical
The twin purposes of advertising
(1) to inform – informational advertising
(2) to persuade – persuasive advertising
Advertising
 both legal and ethical

 an exercise of one’s freedom of expression There are benefits that the society can get from
advertising such as
1. source of income
2. public is presented with vital information
raises serious ethical issues
Issues
 arise from the businessperson’s primary purpose to persuade the public to buy the product to
gain more profit
 the advertisements become manipulative, deceptive and misleading
Three important factors to consider in
determining the ethical implications of an
advertisement
1. Social effects
 Creation of a highly consumerist and materialistic culture and society

 As a result, many equate happiness with material possession
2. Effects on desire
 Advertisers create needs or turn mere wants into needs
Classical conditioning of Ivan Pavlov
 Human beings can also be conditioned and manipulated
Subliminal advertising
 operates below the limits of the consciousness of its audience

 appeal to basic and universal needs
 “hidden” or “embedded” messages
3. Effects in beliefs
 Is the content of the advertisement truthful?

 Does the advertisement tend to mislead those to whom it is directed?
Consumer’s Bill of Rights
 Created because of the rise in issues regarding unfair treatment coming from the business
sector, consumer movements and consumer protest actions
Eight fundamental rights of consumers

1. The right to safety
2. The right to a choice
3. The right to know
4. The right to be heard
5. The right to recourse and redress
6. The right to full value
7. The right to education
8. The right to representation and participation
Code of Ethics for Advertising
 first published in 1975

 last revised in March 2000 by the Advertising Board of the Philippines (AdBoard)
 regulates the advertising industry in the Philippines
 to avoid ethically questionable practice such as false and deceptive advertising
Marketing to Children
Children
 do not have buying power

 but can persuade parents to spend
 Not yet capable of judging, not autonomous and rational thus
 they can be easily manipulated by advertisers
In the Code of Ethics promulgated by the
Advertising Board of the Philippines ( AdBoard ), the following provisions are included
1. Advertisements for cigarettes and tobacco products
 will not be aimed at or directed to minors as the target audience
2. Advertisements shall not exploit the youth younger than 18 years of age who are especially
vulnerable,
 whether on account of their youth or immaturity, or as a result of any physical, mental or social
handicap in any form of cigarette advertising
3. Models and talents who are minors or appear to be minors and those who portray authority figures
or roles meant to appeal especially to minors (e.g folk or comic book heroes, war or national heroes,
law enforcers)
 will not appear in such advertisements
4. No advertisements on cigarettes
 shall appear in any children’s programs, or in children’s magazines, or publications directed

specifically to children and minors
5. Cigarette advertising in television
 should not be aired on programs whose audiences are predominantly below eighteen 18
years of age
Parents and adults
 have the duty to guard, guide and filter what the children watch and see
Children
 not be easily persuaded if properly guided
Fair and Just Price
A just price
essentially “correspond to the value of the good sold
The three conditions to determine whether a product’s price is fair and just:
1. There must be enough information about the product both on the side of the seller and the buyer.
Relevant information
 causes the buyer to act freely whether to buy or not to buy for a price
2. The price is just if both the buyer and seller are free to negotiate about the price
 And if one is not satisfied with what is proposed by the other, then either of them is free not to
close the buying deal.
3. The price is just if there are no extraordinary circumstances that put pressure on the buyer or
the seller.

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Advertising Ethics

 an organized method of communicating information about a product or service which a

Main purpose of advertising

To inform the public on at least three things:

1. new products being introduced

2. alternative products that the public can choose from

3. the features, uses, and benefits of the products.

 a strategy of persuading the public to patronize a product

The twin purposes of advertising

(1) to inform – informational advertising

(2) to persuade – persuasive advertising

 both legal and ethical

2. public is presented with vital information

raises serious ethical issues

Three important factors to consider in

determining the ethical implications of an

 Creation of a highly consumerist and materialistic culture and society

 Advertisers create needs or turn mere wants into needs

Classical conditioning of Ivan Pavlov

 Human beings can also be conditioned and manipulated

 operates below the limits of the consciousness of its audience

 Is the content of the advertisement truthful?

Consumer’s Bill of Rights

Eight fundamental rights of consumers

2. The right to a choice

3. The right to know

4. The right to be heard

5. The right to recourse and redress

6. The right to full value

7. The right to education

8. The right to representation and participation

Code of Ethics for Advertising

 first published in 1975

 do not have buying power

1. Advertisements for cigarettes and tobacco products

 will not be aimed at or directed to minors as the target audience

 will not appear in such advertisements

 shall appear in any children’s programs, or in children’s magazines, or publications directed

5. Cigarette advertising in television

Parents and adults

 not be easily persuaded if properly guided

Fair and Just Price

essentially “correspond to the value of the good sold

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