Bussiness Ethics assignment on ESPN

8/4/2019 Bussiness Ethics assignment on ESPN

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BUSSINESS ETHICS

Presented to:

Prof. Hassan Mobeen Alam

Presented by:

Kanwal Ikram Siddiqui 646

Fatima Manzoor 653

Benazir Zuberi 666

B.com (hons.) Replica 6th Semester

Hailey College of Commerce

University of Punjab, Lahore


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Table of Contents:

History.5

Vision & Mission Statement.19

Core Values..21

Code of Conduct..23


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Company Perspectives:

ESPN, Inc., the leading destination for American sports fans, continued

its growth in 2002, led by major programming acquisitions and originalprograms, increased viewership, greater distribution of its domestic

networks, and international network launches.

Key Dates:

1978:

Bill Rasmussen forms Entertainment Sports ProgrammingNetwork, Inc. (ESPN) to broadcast sporting events to cable television

operators via satellite.

1979: ESPN begins broadcasting on a limited-time basis.

1980: ESPN begins broadcasting 24 hours a day, seven days a week.

1984: ABC, Inc. acquires ESPN.

1986: Capital Cities Communications, Inc. acquires ABC and becomes

Capital Cities/ABC, Inc.

1987: ESPN begins broadcasting National Football League games.1988: ESPN International is created.

1989: ESPN begins broadcasting Major League Baseball games.

1990: The Hearst Corporation acquires a 20 percent interest in ESPN

from RJR Nabisco Inc.

1991: ESPN Radio Network is launched in conjunction with the ABC

Radio Network.

1993: ESPN2 begins transmission.

1995: Walt Disney Company acquires CapitalCities/ABC, Inc. andbecomes ESPN's parent company.

1997: ESPN purchases the Classic Sports Network and launches ESPN

Classic.

1998:ESPN: The Magazine is launched.2003: ESPN HD, a high-definition television sports network, is


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introduced.

Company History:ESPN, Inc. is a pioneer among basic cable television networks,

devoting its entire programming to a single subject: sports. By 2002 the

company's flagship network, ESPN, reached more than 87 million

households and televised all of the major professional leagues:

baseball, football, hockey, and basketball. According to the 2002 annual

report of ESPN's parent company, Walt Disney, ESPN was the numberone basic cable network in terms of affiliate, national, and local

advertising revenue. Considered by many to be the most successful

basic cable network, ESPN delivered the hard-to-capture audience of

young males to a wide range ofadvertisers. Cable system operatorsconsistently selected ESPN as the number one cable network in

perceived value.

Early History: 1978-80ESPN, Inc. was the brainchild of Bill Rasmussen, an unemployed

sports announcer. In the spring of 1978 Rasmussen was fired by the

New England Whalers of the World Hockey Association as its

communications director and play-by-play announcer. He began

looking for a way to broadcast University of Connecticut basketballgames through cable television operators in the state. At the time,

satellite technology was a relatively new way of transmittingprogramming to cable operators. RCA had an underused satellite on

which Rasmussen couldlease time. With six of 23activetranspondersites fully available, RCA was eager for customers.


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After discovering that it was cheaper to rent satellite time from RCA for

24 hours rather than for five hours, Rasmussen decided to offer 24-

hour sports programming on a national basis. RCA offered Rasmussen

an easy payment program, so he used his credit card to lease space on

RCA's Satcom 1 in July 1978. He called his company Entertainment

Sports Programming Network, Inc., or ESP Network for short. According

to company legend, it became ESPN when the company's letterhead

came back that way from the printer.

ESPN began broadcasting in September 1979 with limited airtime

during the week and 24-hour coverage on the weekends. The company

had signed up 625 cable system affiliates, reaching more than one

million of a total of 20 million households that had cable at that time.Its first televised event was a slow-pitch world series softball game

between the Milwaukee Schlitzes and the Kentucky Bourbons. ESPN's

first sponsor was Anheuser-Busch, which purchased $1.4 million worth

of advertising--a record for cable television. Through a deal with the

NCAA, ESPN broadcast college football games as well as other sports.

To fill airtime, ESPN would often broadcast the same games more than

once. In March 1980 ESPN covered early rounds of the NCAA basketball

tournament, which featured future NBA stars Larry Byrd and Earvin

"Magic" Johnson. In September 1980 ESPN began broadcasting on a

full, 24-hour basis. New programming included weekly boxing matches.

Becoming an Established SportsNetwork: 1980sESPN's early financing came from Getty Oil, which invested $10 millionin the company in 1979 for a controlling interest. Getty hiredChetSimmons, president of NBC Sports, to run ESPN. After seeing its

financing rise to $25 million with no profits in sight, Getty hiredmanagement consultant McKinsey & Co. toassess ESPN'sfuture.McKinsey's lead consultant on theproject was RogerWerner,who


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forecast that ESPN would become profitable in five years with another

$120 million investment. Werner joined ESPN as its vice-president of

finance, administration, and planning, and developed a new business

plan. Up to this time ESPN's only revenue stream came from

advertising. Werner proposed charging cable operators, who had been

receiving ESPN programming for free, small monthly fees, starting at six

cents per subscriber and gradually increasing to 10 cents by 1985.

While this innovative system of affiliate fees eventually became

standard practice among cable programmers, cable operators were not

interested at first. Werner received help in convincing cable operators

of the need to support ESPN from the company's new CEO, Bill Grimes,

who replaced Chet Simmons in June 1982. Meanwhile, Werner was

promoted to senior vice-president. When CBS Cable folded in October

1982, Grimes and Werner convinced major cable companies that ESPN

could not survive without subscriber fees. About half ofthe majorcable companies agreed to ESPN's rates.

By the end of 1983 ESPN was cable's largest network, with a reach of

28.5 million households. In January 1984 ABC, Inc. bought a 15 percent

stake in the company, then acquired control of the company six months

later. The acquisition of ESPN by ABC put the sports network on firmer

financial footing and provided a foundation for its phenomenal growth

in the coming years.

When college football on television was deregulated through a court

decision in 1984, ESPN began broadcasting Thursday and Saturday night

games. These college football broadcasts helped improve the image of

ESPN's audience with advertisers, who began noticing upscale

demographics among ESPN'sviewers. When ESPN announced it wouldcover the 1986-87 America's Cup competition, advertisers quickly

bought up all of the advertising timefor the network's 70hours ofcoverage of yachting's premiere event.


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Following its acquisition by ABC, which was acquired by Capital Cities

Communications, Inc. at the beginning of 1986 to form Capital

Cities/ABC Inc., ESPN landed major broadcasting contracts from the

National Hockey League (1985), the National Football League (1987),

and Major League Baseball (1989). According to Cablevision, ESPN

became part of the American consciousness when it broadcast the

finals of yachting's America's Cup live from Australia in January 1987.

The New York Times devoted a front-page story to the coverage, noting

how people were hosting late-night and early-morning parties to watch

the races, or gathering in bars to cheer on the American team. Two

months later the National Football League awarded ESPN its first-ever

package of games to be broadcast on cable television, which began in

August 1987 with the televised broadcast of the inaugural game at the

Miami Dolphins' Joe Robbie Stadium against the Chicago Bears. The

four-year contract was renewed for 1990-93 at a cost ofabout $450million to ESPN. In addition, ABC-TV paid about $900 million for its

package of Monday night and weekend games.

ESPN also expanded internationally in the 1980s. The company began

distributing programming overseas in 1983, and in 1988 it formally

created ESPN International to launch networks in other countries. In

March 1989 ESPN Latin America was introduced, followed by ESPN Asia

in 1992. ESPN gained a foothold in Europe in 1993 with the launch of a

redesigned Eurosport in partnership with European broadcasters TF1

and Canal Plus.

Expanding Its Brand: 1990-95ESPN began the 1990s with a new president and CEO, when Steve

Bornstein replaced Roger Werner. Werner, the former McKinsey& Co.consultant, was ESPN's president and CEOfrom 1988 to1999. Heleft


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ESPN to become president and CEO of Daniels & Associates Inc., which

owned a wide range of sports properties. Bornstein was formerly

ESPN's executive vice-president in charge of programming and

production and the network's second in command. He first joined ESPN

in 1980 as a program coordinator.

Under Bornstein's leadership, ESPN extended its brand name in the

1990s by launching new networks, expanding globally, and signing

contracts to broadcast games of major sports leagues. The brand

expansion began in 1991 with the launch of ESPN Radio Network in

conjunction with the ABC Radio Network. ESPN Radio began with 16

hours of programming per week and was offered to 200 radio stations.

In 1993 ESPN introduced a second cable network, ESPN2, which begantransmission on October 1, 1993. Billed as an alternative sports

network, ESPN2 was expected to reach a younger demographic than

ESPN. Its initial programming included college basketball games, arena

football,volleyball, motor racing events, fitness programs, soccer,karate, kickboxing, and other sports, as well as two sports and talk

shows. When ESPN2 was launched, it reached about nine million

homes, compared to 61.7 million for ESPN. ESPN2 had agreements in

place with 15 of the top 20 multiple cable system operators (MSOs) and

was expected to reach 30 million homes within a couple of years.

ESPN's first contract with Major League Baseball was a four-year, $400

million package that was signed in January 1989 and began in 1990. It

called for ESPN to broadcast 175 games, six games a week. The contract

was baseball's first cable package since 1983. At the time ESPN reached

more than 50 million households. After sustaining losses of more than

$200 million on its baseball broadcasts, ESPN announced at the end of

the 1992 season that it would not renew its contract with Major League

Baseball, which expired at the end of the 1993 season. At the end of

the 1993 season, however, the twosides reached anagreement for ascaled-back six-year contract to begin with the 1994 baseball season.


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In March 1993 ESPN acquired the sports programming division of

Ohlmeyer Communications Inc. Donald Ohlmeyer, the company's

founder and CEO, had recently been named president of NBC West

Coast. His company was known for developing professional golf's Skins

Game, among other sports programs. It also produced the television

coverage of the Indianapolis 500 auto race.

Another acquisition took place in 1994, when ESPN acquired an 80

percent interest in SportsTicker from Dow Jones. SportsTicker was a

sports news information service. ESPN planned to use its sports feed to

supplement other information sources for its recently launched online

service, ESPNET, which was available at the time through Prodigy.

ESPN began developing its Extreme Games competition in 1994, and

the first annual Extreme Games were held in June-July 1995. ESPN and

ESPN2 broadcast more than 60 hours of Extreme Games, which

included nine extreme sports such as in-line skating, mountain biking,

skateboarding, sky surfing, and street luge racing. Television coverage

also included a beach party and concert. In 1996 the name of the

competition was changed to X Games, with more than 400 athletes

competing in events that included bungee jumping and bicycle stuntriding. ESPN and ESPN2 carried about 35 hours of X Games

programming in 1996. By 1997 the X Games enjoyed a range of

merchandising tie-ins that included sporting apparel, music CDs,

videotapes, and video games. Advertising for the annual event was sold

out each year. The EXPN web site provided online coverage of a variety

of extreme sports.

It was during the first half of the 1990s that ESPN began facing seriouscompetition from Fox Sports. In 1994 a new contract with the National

Hockey League, whose games ESPN had been broadcasting since 1992,

split coverage of the 1995 Stanley Cup playoffs between ESPN and Fox

Sports and gave Fox Sports the right to broadcast the 1995 All-Star

game.


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New Parent, Walt Disney: 1995-99In mid-1995 Walt Disney Company acquired ESPN's parent company,

Capital Cities/ABC, giving Disney an 80 percent interest in ESPN and full

control of its operations. The Hearst Corporation, a passive investor in

ESPN, retained the 20 percent interest in ESPN it had purchased from

RJR Nabisco Inc. in 1990 for an estimated $170 million. In April 1996

Disney announced plans to combine ESPN and ABC Sports into a single

operating unit under the control of Steve Bornstein. Although Bornstein

became president of both ESPN and ABC Sports, he made it clear that

the two would remain separate and distinct businesses.

ESPN gained another cable sports network in September 1997 with the

purchase of the Classic Sports Network (CSN), an independently owned

cable service that broadcast classic sporting events from the past.

While financial terms were not disclosed, it was reported that Disney

paid between $150 million and $200 million. At the time of the

acquisition CSN had about 11 million subscribers and was expected to

gain another four million in November when Time Warner Cable in New

York City began carrying it. Analysts agreed that CSN would provide a

good cable outlet for ESPN's and ABC Sports' extensive sports libraries.

CSN was ESPN's fourth network. At the time ESPN reached about 71

million homes, ESPN2 was available in 52 million homes, and ESPNews

reached five million households.

In 1998 ESPN committed to new long-term contracts with the National

Football League and the National Hockey League. An eight-year, $18

billion television package with the NFL was announced at the beginning

of the year that included ABC, CBS, and ESPN. NBC and TNT (Turner

Network Television) dropped out of the package. ESPN's and ABC's

parent, Walt Disney, paid more than half of the total package, or $9.2

billion. ABC retained its Monday Night Football package and ESPN

expanded its Sunday night coverage for the full season. Annually, ABC


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would pay about $550 million a year and ESPN $600 million a year to

broadcast NFL football games for the next eight years. Later in the year,

in spite of ratings declines, ABC and ESPN agreed to a five-year, $600

million contract with the NHL to start with the 1998-99 season. The

contract gave ABC exclusive national broadcast TV rights and ESPN

exclusive national cable TV rights for NHL games.

ESPN launched ESPN: The Magazine in 1998 under the direction

of John Skipper, president of Disney Publishing. Previously ESPN's only

presence in print was Total Sports, an irregularly published magazine

produced in association with Hearst. In its first year of existence, ESPN:

The Magazine achieved a circulation of 400,000 and ranked second

behind Sports Illustratedin number of advertising pages. Its targetaudience was males in their 20s.

In 1998 Fox Sports' regional programming approach was giving ESPN

significant competition for advertising dollars. Fox customized its "Fox

Sports News Primetime" broadcasts for each local market. Its regional

approach to baseball resulted in larger audiences nationwide than

ESPN, even though ESPN reached 12 million more households that

Fox/Liberty's 22 networks combined. Fox/Liberty, Fox Sports Net'sparent, was a 50-50 joint venture between Rupert Murdoch's Fox

Sports and TCI Chairman and CEO John Malone's Liberty Media.

Toward the end of 1998 Steve Bornstein was named to the newly

created position of chairman of ESPN. George Bodenheimer, who had

been with ESPN since shortly after its launch in 1979, became ESPN's

president. Bornstein retained the presidency of ABC Sports. Further

management changes took place in March 1999, when Bornstein waspromoted to president of ABC Inc. Howard Katz, ESPN's head of

production, was named president of ABC Sports.

During most of the 1999 baseball season ESPN was involved in a

dispute with Major League Baseball. Seeds of the disagreement began


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in 1998 when ESPN preempted three Sunday night baseball games with

football broadcasts. ESPN chose to move the baseball games to ESPN2

and broadcast the football games on ESPN. At issue was whether or not

MLB had the right to reject any proposed preemption. Under its

contract with MLB, ESPN had the right to preempt up to ten games per

season for events of "significant viewer interest." At the beginning of

the 1999 season, MLB announced it would terminate its six-year

contract with ESPN at the end of the season. ESPN responded by filing a

lawsuit against MLB to enforce its contract. After much squabbling, the

two sides reached a compromise agreement in December 1999. A new

six-year agreement valued at $815 million extended ESPN's right to

cover Major League Baseball through 2005. ESPN agreed to increase

the number of regular games it broadcast from 90 to 108 on both ESPN

and ESPN2 and to increase its studio coverage of baseball. ESPN Radio

would continue to have regular and postseason broadcast rights.

ESPN.com would be able to show daily four-minute video highlight

packages, and the company's video games division was granted

interactive rights.

ESPN's combination of Sunday night football and the Major League

Baseball playoffs pushed the sports network to the number one ranking

in prime time among cable networks in October 1999. Its NFL games

were the top three rated cable shows for the month, with one game

achieving a 9.5 rating and viewership of 7.3 million households.

Mixed Blessing for Disney: 2000-03In Walt Disney's annual report for 2000, CEO Michael Eisner praised

ESPN as "in a class of its own." Dubbed the "worldwide leader in

sports," ESPN contributed $2.6 billion in revenue in 2000 and $824

million in operating income. ESPN was worth $20 billion, or 25 percent

of Disney's market value, but it only provided 10 percent of Disney's

total revenue, according to one estimate published in Forbes. ESPN


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reached 82 million cable households, and cable system operators paid

ESPN 70 cents per subscriber to carry it. ESPN's fees were double those

of CNN and four times those of MTV. By 2002 Business Weekreported

that ESPN's fees averaged $1.50 per subscriber, more than double

those of CNN, with contracts calling for annual 20 percent increases.

Nevertheless, ESPN was facing significant competition from Fox Sports

as well as regional cable networks and numerous web sites. For the

period from October 2000 to March 2001 ESPN's ratings declined 19

percent from the previous year, reaching their lowest point in three

years. ESPN's ad revenue in 2000 increased by 3.5 percent to top $1

billion, while ESPN2's ad revenue increased 15 percent. For 2001 ESPN's

ratings in the 18- to 49-year-old male group sank by 14 percent fromthe previous year, while Fox Sports' ratings increased by 12 percent in

the same group.

Adding to ESPN's woes was the high cost of its premiere sports

contracts with the NFL and Major League Baseball. To offset some of its

costs, ESPN dropped some high-priced contracts, letting NASCAR jump

to other networks in 1999 with a $2.4 billion six-year deal. In January

2001 ESPN declined to sign up golf's Senior PGA Tour, which went toCNBC. In an effort to buy some low-cost viewers, ESPN acquired

B.A.S.S., the largest fishing organization in the United States with more

than 600,000 members, in April 2001. B.A.S.S. ran two fishing

tournament series, both of which already aired on ESPN2, and

published three magazines. ESPN also hoped to attract viewers with

original programming, including a movie about controversial basketball

coach Bobby Knight that aired in March 2002, and a new late-night

sports variety show that launched in April 2002. A large-format movie

produced with Touchstone Pictures called ESPN's Ultimate X Games

wasreleased in May 2002. Other revenue sources included eight Zone

restaurants and a new interactive channel on DirecTV. In addition,


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ESPN's wireless unit delivered scores and sports news to cell phones

and personal digital assistants for a fee.

New contracts signed in 2002 included a blockbuster six-year contract

with the National Basketball Association for $4.6 billion. The contractbegan with the 2002-03 season, with ABC and ESPN paying $2.4 billion

and AOL Time Warner's TNT paying about $2.2 billion. NBC, which held

the NBA contract for the past 12 years, dropped out of the bidding. ABC

and ESPN also signed a six-year contract with the Women's NBA in June

that called for sharing expenses and revenue without having to pay a

rights fee. Under another contract with Major League Soccer to

broadcast the 2002 and 2006 men's World Cup soccer tournaments and

the 2003 women's World Cup, Major League Soccer agreed to buy timeon ABC and ESPN to air the World Cup matches. As part of the deal

ESPN2 agreed to broadcast 26 MLS matches on Saturdays, with ABC

carrying at least three MLS games including the MLS Cup and MLS All-

Star game.

In an interview published in Multichannel News in mid-2002, ESPN

President George Bodenheimer identified three programming areas of

growth outside of ESPN's major sports franchises. They were the XGames, with ESPN introducing the X Games Global Championship in the

spring of 2003; outdoor programming, including the Great Outdoors

Games and programming from B.A.S.S.; and NCAA national

championships in 15 different sports. He also cited SportsCenter as a

solid piece of programming for the network; it aired its 25,000th live

edition in August 2002, more shows than any other television series. In

March 2003 Bodenheimer added the presidency of ABC Sports to his

duties following the resignation of Howard Katz.

In the final quarter of 2002 ESPN continued to enjoy a high position in

the cable TV ratings. It jockeyed with Lifetime Television for the

primetime ratings crown, losing the top overall rating spot in October

but gaining the number one position among adults in the 18-34 and 18-


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49 age groups. It beat out MTV in the 18-34 age group and USA

Network in the 18-49 age group. For the year 2002, ESPN led 13 other

cable networks in double-digit increases in primetime ratings. ESPN's

pro football games led the way, capturing 9 of the 10 highest-rated

positions for individual programs. As a result, ESPN was up 15 percent

in households, 20 percent among adults 25-54, and 24 percent among

adults 18-49 for the year.

Looking to expand its brand and gain additional revenue sources, ESPN

began broadcasting in high definition (HD) in March with a live

cablecast of an opening game of Major League Baseball. Its new spinoff

network, ESPN HD, was a clone of ESPN and provided an exact replica

of ESPN's 24-hour programming. At first only select events werebroadcast in HD, giving ESPN HD subscribers higher quality sound and

image. What more could a sports fan want?

Principal Operating Units:ESPN; ESPN2; ESPN Classic; ESPNews; ESPN HD; ESPN Interactive; ESPNInternational; ESPN Original Entertainment; ESPN Outdoors; ESPN The

Magazine; ESPN Radio; ESPN.com; ESPN ABC Sports Customer

Marketing and Sales.


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Vision & Mission Statement

Vision Statement:

To be the channel of choice for audiences interested in the

latest and archival sporting events around the world, as well as

promotion of local sporting events from all over the world.

To promote a unique, friendly, world class Games and to develop sport

for the benefit of the people, the nations and the territories.

Mission Statement:

To ensure the successful organisation and celebration of

Games and to promote the best interests of athletes participating in

them and to assist in the development of sport throughout the world.

To be the ultimate choice for spectators. ESPN is the pioneering Sports

channel showcasing the dynamic world of sports and the super stars in

all facets of their game and life.

It offer a comprehensive picture of the most provocative development

We will distinguish this broadcast in three ways:

them simply as performers and entertainers

gimmicks, clichs, and repetition that have become the industry

standard.


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Core Values

There are no set type of people we look for. However, we do generally

like to find the people who have all or some of the following:

Have a passion for new ideas. Love extreme sports (well not always) Have a total understanding of the youth market. Think differently and outside the box. Have signs of creativity-even if its in your own way. Can smell new business opportunities. Always listen to customers. Like to be given responsibility. Question things and look at how to improve things. Make it happen-are energetic, enthusiastic and committed.


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Programmes:(1) No programme shall be aired which:

(a) Passes derogatory remarks about any religion or sect

or community or uses visuals or words contemptuous

of religious sects and ethnic groups or which

promotes communal and sectarian attitudes or

disharmony:

(b) contains anything pornographic, obscene or indecent

or is likely to deprave, corrupt or injure the publicmorality;

(c) contains an abusive comment that, when taken in

context, tends to or is likely to expose an individual

or a group or class of individuals to hatred or

contempt on the basis of race or caste, national,

ethnic or linguistic origin, colour or religion or sect,

sex, sexual orientation, age or mental or physicaldisability;

(d) contains anything defamatory or knowingly false;

(e) is likely to encourage and incite violence or contains

anything against maintenance of law and order or

which promotes anti-national or anti-state attitudes.

(f) contains anything amounting to contempt of court.

(g) contains aspersions against the Judiciary andintegrity of the Armed Forces;

(h) maligns or slanders any individual in person or certain

groups, segments of social, public and moral life of

the country.


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(i) is against basic cultural values, morality and good

manners.

(j) brings into its people or tends to undermine its

integrity or solidarity as an independent andsovereign country.

(k) promotes, aids or abets any offence which is

cognizable under the law.

(l) denigrates men or women through the depiction in any

manner of the figure, in such a way as to have the

effect of being indecent or derogatory;

(m) denigrates children;(n) contains anything which tends to glorify crime or

criminals;

(o) contains material which may be detrimental to

relations with friendly countries; or

(p) contains material which is against ideology of country.

(2) Particular care should be taken to ensure that programmesmeant for children do not contain objectionable language or

are disrespectful to their parents or elders.

(3) Programmes must not be directed against the sanctity of

home, family and marital harmony.


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Advertisements(1) Advertisements aired or distributed by a broadcast shall

be designed in such a manner that it conforms to the laws ofthe country and is not offensive to morality, decency and

religious sects of the people.

(2) No Advertisement shall be permitted which:

(i) Promotes or supports sedition, anarchy or violence in

country;

(ii) Is against any provisions of the Constitution of country

or any other law for the time being in force;(iii) Tends to incite people to crime, cause disorder or

violence or breach of law or glorifies violence or

obscenity in any way;

(iv) Glorifies adultery, lustful passions or alcoholic drinks;

(v) Distorts historical facts, traditions of country or the

person or personality of a national leader or a state

dignitary;(vi) Fans racial, sectarian, parochial, regional or class

hatred;

(vii) Promotes social inequality, militates against concepts

of human dignity and dignity of labour.

(viii)Is directed against sanctity or home, family and

marriage.

(ix) Is wholly or mainly of a religious or political nature;(x) contains references that are likely to lead the public to

infer that the product advertised or any of its

ingredients has some special property or quality which

is incapable of being established;


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(xi) contains indecent, vulgar, or offensive themes or

treatment; or

(xii) contains material which is repugnant to ideology of

country.(3) The goods or services advertised shall not suffer from any

defects which are harmful to human health. Misleading claims

about the goods shall not be made.

(4) No advertisement which is likely to be seen by children in

large numbers should urge children directly to purchase goods

of a particular brand or ask their parents to do so.

(5) All advertisements must be clearly distinguishable as suchand be separate from the programmes and should not in any

manner take the form of news or documentary.

Bussiness Ethics assignment on ESPN

Documents