Information Technology Act, 2000 India is one of the very few countries in the world besides Singapore to have

legislated Cyber laws. The IT Act specifically empowers that anyone who publishes in the electronic form, any material which is lascivious or which tends to degrade persons who are likely to read, see or hear the matter contained or embodied in it, shall be punishable with imprisonment and fine. The Young Persons (Harmful Publications) Act, 1956 The Young Persons (Harmful Publications) Act, 1956 prevents the dissemination of certain publications harmful to young persons. To be more prcised harmful publication indicates such publications which would tend to corrupt a young person whether by inciting or encouraging him to commit offences. The Act also proclaims that whoever advertises or makes known by any means that any harmful publication can be procured from or through any person, and then he shall be punished with imprisonment or with fine, or with both. The Cigarettes and other Tobacco Products Act, 2003 It states that no person shall advertise for the distribution, sale or supply of cigarettes, and also shall not take part in the publication of such advertisement, unless the specified warning is included in such advertisement. The provisions of Trademarks Act, 1999 Thus if used properly and without any malafide intention, then comparative advertisement can prove beneficial otherwise that may mislead consumers resulting into irreparable loss as well as legal battles. Ethics in Consumer Autonomy Consumer autonomy can be defined as the aptitude and character to choose products rationally while being able to review and reject them based on a persons feelings or research. People should not accept blindly and unconditionally an advertisers claims. However, many advertisers toe the line in trying to convince people to buy their products and infringing on the autonomy of their prospective customers. It can be hard to determine without question whether an advertisement violates consumer autonomy. Mostly, the violations occur on a subliminal level and cater to those who may not have the faculties available to discern the truth. Examples of those unable to discern the violations are children, the mentally ill or the uneducated. However, anyone can be susceptible to violations to consumer autonomy. These violations of consumer autonomy can be avoided by changing the overall tone and message of each advertiser.

One specific practice advertisers use often relates to the perception that their product projects a specific aura around the user. One such advertiser is Apple. Apples recent commercials depict two people in different lights. One person is a cool, hip looking young man who does not appear to have a worry in the world. The other is an awkwardly dressed, non-cool looking guy who is often abnormally trying to accomplish a less than desirable task. The cool person uses an Apple computer while the non-cool person uses Windows. This example is an obvious attempt by Apple to convince consumers their products are in vogue and can make your life easier while making you cool. Windows users are people who are abnormal and not worthy of imitation. Individuals who cannot recognize the unlikeliest of suddenly becoming cool or hip due to the type of computer they use are at risk of losing their autonomy. I agree people generally want to be seen as cool; but, Apples assertion about the type of computer you use actually having anything to do with a persons status or acceptance is false. This violation ultimately relates to Apples attempt to control the behavior of consumers: Buy our product or be a nerd. Conclusion Reputable companies and advertising agencies avoid telling lies. They realize the cost of being caught. A dent in trust can prove to be much costlier than the failure of an ad campaign or for that matter, even a brand. The challenge before advertisers and agencies is to ensure that ads reflect our values. We must endeavor to see that "advertising" does not remain a dirty word. Ethics in advertising, as in other aspects of social life, is a complex issue. What one person considers ethical, another may consider unethical. Every day advertising professionals must make complex decisions about what can and ought to be said in advertisements. Clients want to make the strongest claims possible for their brands, but the border between the possible and the unethical must be constantly negotiated