ETHICS IN ADVERTISING

ETHICAL  BEHAVIOR

Ethical behavior refers to that conduct that is beyond reproach and is in accordance to the laid down standards of a society , organisation, or an institution. Or we can say that ethical behavior is a behavior that is appropriate and is based on morals . 

        

Ethical behavior is when someone is being on his or her best behavior and that behavior is morally accepted as "GOOD" , "RIGHT" in a particular setting.

Ethical behavior is being compassionate, honest, empathetic and pure of heart and mind. It's being generous without an ulterior motive or expecting something in return.

UNETHICAL  BEHAVIOR

Unethical behavior is any action that is aimed at taking advantage of another without their knowledge , consent or permission . Unethical behavior is a way of acting that society disapproves . It is the behavior that is "BAD" , "WRONG" in a particular setting.

Moral principles such as fairness, honesty, dignity, and concern for individual rights are of profound importance.

Unethical behavior includes lying and misleading others, speaking badly of others , misuse of power relationship to advance one's own agenda or/ and to break trust with others.

ADVERTISING

Advertising is a form of communication intended to persuade an audience to purchase or take some actions upon products, ideas, or services. Or we can say that advertising means a mode of communication between buyer and seller. The goal of advertising is to reach people more likely to be willing to pay for a company's products or service and entice them to buy.

Ethics in advertising means a set of well defined principles which governs the way of communication taking place between the seller and the buyer.

                         

An ethical advertisement is the one which doesn't lie, make fake or false claims, and in the limit of decency.

Why "ETHICAL" advertisements ? 

There should be ethical advertisements for the following reasons :

• Maintain a code of conduct
• Avoid misrepresentation
• Social acceptance
• Adhere with social norms
• Not to hurt sentiments of the society
• Helps in image formation

Nowadays, it seems like the advertisers lack knowledge of ethical norms and principles.The main area of interest for advertisers is to increase their sales, gain, profit, more and more customers and increase the demand for the products.

They claim that their product is the best , having unique qualities that the competitors, more cost effective and more beneficial. But most of the time these advertisements are found false, misleading customers, and unethical . This is nothing but unethical advertisements.

Unethical advertising  means not adhering to the proper rules of conduct for the industry and also lacking moral principles.

Some examples of false or unethical advertisements are as follows:

• Coloring - This would include putting yellow oranges in a red mesh bag to make them appear riper than they are.
• Misleading illustrations - An example is showing the product in a picture as being bigger than it actually is.
• Misusing the word "free" - When the sale is " Buy one get one free" , the second item is not really free because you have to buy the first one , etc. 

When an advertisement is considered unethical ?

 An advertisement is considered unethical when :

• It gives false information.
• It degrades the rival's product or substitute product.
• It makes exaggerated or tall claims.
• It is against the national and public interest.
• It gives misguiding information.
• It is obscene or immoral.