Ethics in Advertising and Marketing Content

Billy McDermott

wm017314@ohio.edu

When promoting content, are advertising and marketing agencies considering ethical practices more so than they did in the past?

The simple answer is, yes. The rise of mass communication platforms and stronger purchasing markets have instigated, almost forcibly, advertising departments and campaigns to remain vigilant in their values. One can play devil's advocate and argue that people are now more susceptible and influenced by marketing content through social media and other distribution platforms; however, the bigger picture is pointing elsewhere. Here's why:

1.) The pressure is on large companies to practice ethical and moral procedures. Media intervention and citizen journalism play an important role in this because both of these allow less room for agencies to persuade and sell without following specific protocols. Fear of being exposed, and higher risk of it, forces conglomerates to be focused on marketing products in such a way that their audiences are informed about the function, purpose and possible safety concerns of products. 

2.) Consumers are becoming more educated and health conscious about what they purchase. In the 1950's, during the expansion of advertising and marketing communication, consumers were easily persuaded by labels, false advertising (unknowingly) and mostly anything they were told about products and services. If one thinks about it, these misconceptions are completely understandable. Companies weren't being exposed for scandals and corruption like they are now, and definitely weren't held accountable if caught. There weren't nearly as many health and safety codes that might lead to violations, lack of credibility and possibly even loss of business. Customers didn't have mass media and large-scale communication platforms to protect them from the dangers of product consumption. They were essentially bending to the will of unethical business and advertising. 

3.) Quality and health standards have also improved tremendously. Throughout the supply chain (which everything eventually links back to), products and the facilities they are produced, stored and shipped through are under regulation to be deemed up to specification. OHSAA regularly performs audits to ensure safety and regulation. Internal quality and safety personnel also routinely inspect and investigate process efficiency and product quality. This allows advertisers to avoid the temptation of selling deceptive products or services. If they can rely on efficiency from manufacturing, they don't have to lie about what they're selling. Instead, they can be truthful because their product or service is truly that good. 

One might ask, "How does this correlate with advertising and ethical procedures?"

Within industrial systems, there is an overwhelming abundance of departments and processes. Marketing and advertising aren't specifically involved in making the product; however, they establish a target market to determine what that audience wants or needs, and then communicate it. For example, if an ad campaign promotes a quality product that is guaranteed to outperform its competitors, and behind the scenes (i.e. - a factory), the production process is incapable of holding to that promise, the agency is going to be liable for any issues. Not only are they being deceptive in the minds of the consumers, but they're also being incompetent. These communication and procedural failures eventually tie back to ethical practices that advertising agencies swear to uphold.

After all, advertising is pure communication. Whether or not a company chooses to do it professionally is up to its employees, and whether or not consumers continue to buy its services is up to them. 

If an advertising firm believes in what it's selling, it doesn't have to regurgitate false information out of desperation for profit. If quality and ethical procedures are implemented and followed accordingly, consumers can put their trust in a message. They can trust that a commercial, billboard or product label is truthful. With advances in mass communication and a growth of smarter consumers, businesses are being held accountable for poor practices. Advertising, marketing, PR and even media agencies can be easily exposed to the wrath of the public. After all, the public has one advantage: We keep them in business!

Despite the side effects of technology and mass communication, we must appreciate what they have to offer. So, cheers to a strong, trustworthy market, and ethical business practices!

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