ETHICAL ISSUES IN ADVERTISING

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 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.

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. Ando When it is immoral.

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

Exaggeration Misuse Of

Testimonials Misrepresentation Free Gifts, Discount

and Contests Total Lies Unhealthy Brand

Comparisons Surrogate

advertisement Use of children in

advertising

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 Tide ho.

One Drop Challenge Pehle Istemaal kare phir vishvaas kare

Testimonals Is Statement Given By A Popular Personality Claiming The Superiority Of The Brand..

Example :– Ad Of Soaps, Cosmetics, Food Products, etc..

Advertiser’s Mostly Fool The Innocent Customers Through Free Gift’s, Discount Sale, And Contests…

Example – Buy One Get One Free, Flat 50 % Discount, Weekly Lucky Draw Contests..

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..

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 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 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 watch an average of 22 hours of TV per week and see 30,000 commercials per year

80% of all advertising targeted to children falls in fourproduct categories:Toys, cereal, candy & fast food restaurants

The Children’s Market Where Resistance To AdvertisingIs 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.

Advocates Argue That Children:

Marketers Argue Children:

PERSPECTIVES ON ADS FOR CHILDREN

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 Consumer’s 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..

Consumer’s Should Be Organised And Should Adopt A Careful & Concerned Steps Towards Such Advertising…