Social and

ethical aspects
of
advertisements
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N peter stephen (MSN kollam chavara)
 Ethics in advertisement

Ethics: Moral principles and values that

govern the actions of and individual or
group.

A Marketing
Marketing or
or Marketers Must
Promotion Action Make Decisions
All Issues
Not All Can
Issues Can
May Be Legal
Legal but
but Regarding the
Be Regulated
Be Regulated
Considered
Not Considered Appropriateness of
Ethical Their Actions

peter stephen (MSN kollam chavara)

 An advertisement is considered as unethical when:

It gives false information.

It degrades the rivals product or substitutes.
It is against the national and public interest.
It gives misguiding information.
It is obscene or immoral.

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Unethical advertisement can take any
of the following form
Use of sex, especially the use of women as a
sex objects
Alcohol &tobacco advertisement
Untruthful claims
Use of testimonials or endorsements
Exaggerated claims
Unverified claims that is ambiguous

peter stephen (MSN kollam chavara)

Use of sex, especially the use of
women as a sex objects

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What is your opinion of this ad?

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Alcohol &tobacco advertisement

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Exaggerated claims

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Use of testimonials or endorsements

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Unverified claims that is ambiguous

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Horliks banned ad

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Many People Found Benettons Death Row Ad Campaign Offensive

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Advertisements and childern

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Advertisements and
childern
Children between ages 2-11 watch on average
21.5 hours of TV per week and may see 22,000
commercials per year.
Television is an important source of information
for children about products.
In a study by boddewyn for the international
advertising association ,it was noted that
decency and sexism appeared to be issues
causing less concern in future issues than
advertising to children.

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Advertising Standards Council
of India (ASCI)

Advertising Standards Council of India is a self regulatory

voluntary organization of the advertising industry.
The main role is to deal with Complaints received from
consumers and industry,
Against Ads- false, misleading, indecent, illegal,
Code for self regulation in advertising.
ASCI,1985 is a commitment to honest advertising and to
fair competition in the market place.

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 ASCIS MISSION
ASCI has one overarching goal: To maintain and
enhance the public's confidence in advertising.
ASCI seeks to ensure that advertisements conform to
its Code for Self-Regulation which requires
advertisements to be

Truthful and fair to consumers and competitors.

Within the bounds of generally accepted
standards of public decency and propriety.
Not used indiscriminately for the promotion of
products, hazardous or harmful to society or to
individuals. .particularly minors, to a degree
unacceptable topetersociety at chavara)
stephen (MSN kollam large.
 Objectives of ASCI

To monitor ,administer and promote standards of

advertising practices in India
To codify, adopt and modify the code of advertising
practices in India and implement, administer and promote
and publicize such a code.
To give wide publicity to the Code and seek adherence to it
of as many as possible of those engaged in advertising.
To print and publish pamphlets, leaflets, circulars or other
literature or material, that may be considered desirable for
the promotion of or carrying out of the objects of the
Company.
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peter stephen (MSN kollam chavara)
 REFERENCES

An Indian perspective advertising

management PK Agarwal
Advertising management Manendra Mohan
www.youtube.com
www.adoholik.com

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peter stephen (MSN kollam chavara)