Ethics in Advertising

Natalie Tiernan

nt853017@ohio.edu

 

Ethics are a set of moral principles. These ethics were developed into codes. These codes decide what is ethical to publish. News is created to spread information. The codes determine what should be included within a piece. 

Most publishing agencies pride their journalists on their honesty and reliability. The codes demonstrate how they are expected to display information to consumers.

Advertising is the production of using a source, online or offline, such as newspaper, magazines, radio, television, etc. to promote a brand or cause. Creating an advertisement is a writing job within journalism. The writing portion of the advertisement must be created with ethical values.

PRSA code of Ethics values Honesty, Advocacy, Expertise, Independence, Loyalty, and Fairness. A journalist should keep these in mind when releasing information. It is their responsibility to know what they can and cannot publish. They must be held accountable for respecting boundaries of ethical codes.

Picture source: asabbatical.com

Examples of Ethical Marketing/Advertising

Ethical Marketing requires building a relationship with a consumer and gain their trust and loyalty to a brand. The advertisements are created to persuade consumers into doing so. The goal is to be perceived as morally correct.

One brand I personally use and can use as an example is Dr. Bronners. It is a popular soap company in the United States. They advertise their products are organic and clean. They hold a principle "Do right by customers." This principle assures the consumer they are significant to the company. They support sustainability, equality, and advocate for animals; all principles that will draw in consumers with similar beliefs. The company has gained loyal consumers with their successful ethical advertising. 

Another example of Ethical Marketing is Warby Parker. They are an eyeglass company. I personally own a pair of frames from them. Much like other brands have used in the past, they advertise the "Buy a Pair, Give a Pair" deal. The company goal is to donate a pair of frames to someone in need whenever a pair is purchased. This is an ethical approach to advertising.