Up to Code: Ethical Advertising

Allison Pierce

ap287120@ohio.edu

 

Arguably, one of the most consistent and important values seen throughout ethics is truthfulness, specifically found in journalism. While the need for truth is imperative to journalists alike, it is most useful in the advertising field, as it is used to build the bridge between client and audience. Without it, not only will the product or service fall flat, but the company or creator’s reputation is also at risk. Advertisers and public relation professionals face many moral and ethical decisions, but need to abide by their code of ethics for maximum potential and success. 

 

For example, the first of the principles, set forth by the American Advertising Federation, states that “Advertising, public relations, marketing communications, news, and editorial all share a common objective of truth and high ethical standards in serving the public.” That is, that each of these values providing honesty and accuracy consistently, to their consumers. Similarly, found in the PRSA Code of Ethics, honesty is also one of their core principles. This transparency opens the door to building onto the relationship through other values, such as loyalty, integrity, and public trust. 

 

Being that we live in a digital world, it’s easier than ever for these professionals to connect with their customer base. Through likes, comments, and shares, their target audience can be easily, well, targeted. However, with this in mind, it’s even more critical that these codes are being upheld, as honesty is key, and one small blunder can go viral. In fact, as mentioned in this blog, an Aflac consumer behavior study that found roughly 75% of consumers reported that they would boycott a brand that was not socially conscious.  

 

Picture source: Randy Swikle

 

Although some advertisements and campaigns teeter between ethical and unethical, I believe that most industry professionals regularly follow the codes. While this alone can work successfully, a large emphasis should be placed on not only how the message comes across, but to whom. This article, detailing the fine line between ethics states that, "Ethical marketing is real and can add significant value by matching the right ad with the right product, with the right audience at the right time." The fifth principle, from the AAF, also mentions an intended audience, and that the advertisers should treat them fairly based on that intention. 

 

Ultimately, if the producers stay true to not just their words, but their clientele, I believe that they would have a higher chance of success.