Advertising Ethics

 Casey Browning

cb591419@ohio.edu

Advertising ethics are moral principles that govern how businesses communicate with members of a target audience. Ethics also depend on what we believe. If the advertisers make the ad on the belief that the customers will understand, persuade them to think, and then act on their ads, then this will lead to a positive results. But at the same time, if advertisers believe they can fool their customers by showing impractical things then this could result in unethical advertising. The U.S Federal Trade Commission defines ethical advertising as truthful, not deceptive, is back by evidence, and is fair. Advertising ethics are simple on the surface: don't lie, don't cheat, and don't exploit people. However, the line between ethical and unethical advertising is blurry. Especially in todays climate where social media influencers also blur what is reliable advertising.

Social Media Advertising

Relevant to any discussion of the influence and ethics of advertising is the impact of social media, which now serve as where most people encounter ads. Today, using social media to create brand awareness, drive revenue, engage current customers, and attract new ones isn't an option. Now it is a necessity. Ethical choices made for traditional marketing also apply to social media ones. The difference is that social media often have a wider, more immediate impact. This is where lines can be blurred. Sometimes, an ad or post that is presumed innocent could go viral. These viral post reach many consumers, especially younger ones, who simply cannot differentiate between false and truthful claims. When marketers promote a new product, the information should be accurate and free from deceptive claims. It is possible to avoid ethical issues in content and social media marketing. Advertisers need to be aware of ethical guidelines and let that be the base for growth.

Ethical Guidelines

Ethical advertisements that are honest, transparent, and socially responsible build a base of loyal customers. Brand transparency proves a brand is genuine and trustworthy. Not only can it attract more customers, but it can also lead to higher rate of maintaining customers. Honesty is about being truthful about the product and services. Socially responsible advertising attracts consumers that want to make a positive difference with their purchase. The products companies advertise must be able to fulfill promises they make in the ads. Unfortunately, a lot of companies make exaggerated claims and false comparison. 

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The Institute For Advertising Ethics (IAE) has a set of 9 Principles for ethical advertising that are the foundation of their approach to building a more trusted digital marketplace. They are based on the premise that all forms of communication, including advertising, should always do what is right for the consumers, which in turn is right for the business. 

Are these working? The answer is sometimes. The internet and social media present a new canvas for marketers that pose great power and which rules and ethical norms are still being developed. Right now discerning consumers must rely on their own sensibility to field out factual claims for ads and have the burden shielding those under their charge from manipulative effects of marketing. However, all the responsibility should not fall on the consumers. Realistically companies should create products that they don't have to tip the ethical scale to produce revenue. If advertisers live by the examples given on ethical principles they could change and create a relatable and genuine brand and customer base.