Trust and Transparency

Gina Thurston

gt213919@ohio.edu

Are the codes that guide advertisers and public relations professionals working and being followed?

The short of it...

The codes that were created to guide advertisers and public relations representatives do not seem to work in this day and age of communications where the internet is a giant free-for-all of biased advertisements, click-bait, and fake news media posing as objective reporting. 

To compare some of the codes and values set up by various organizations, I have found many similarities, all with the basis of trust, transparency, and integrity to the public, consumers, and one's clients. 

The Institute for Advertising Ethics was founded in 2010, while other organizations like the Public Relations Society of America have been around 75 years. The IAE, in my opinion, has a fresher outlook because it did not exist prior to the internet and social media. Perhaps they have a better handle on the lack of ethics that plague modern advertisers and PR specialists. Their principles are clearly itemized on their website, along with their mission:

New media, new ideas, new challenges, new cultural opportunities are swirling around the industry and impacting the way it does business. The one constant is transparency, and the need to conduct ourselves, our businesses, and our relationships with consumers in a fair, honest, and forthright manner.

What is transparency, and why is it important?

The Association of National Advertisers conducted a study in 2017 that showed that 60% of ad agencies are taking measures to improve transparency. Still, the problem of ethical dilemmas remains, so much so that the Federal Department of Justice is investigating non-transparent practices. Transparency in advertising recognizes where the money is coming from and who is sponsoring every message or ad. 

For example, during elections, you've probably seen or heard a commercial where a candidate is berated or exposed for something they voted for or against. Then at the end of the message, it says, "This message was paid for by...," and it's usually the opposing party or candidate. 

Fair competition amongst candidates should not be regulated, but when marketing ads on social media are being used to relay false information, such as bordering countries invading the United States, which can create mass amounts of chaos and violence, this becomes a much bigger issue. 

Without transparency, inciting violence and manipulating the public becomes an easy task for those who wish to deceive for their benefit. These messages should never get through to the public without disclaimers that say who is pushing the agenda. 

Organizations like IAE and PRSA only impact their members. There needs to be a federal overseeing process of all advertising and public relations on social media, where the news, whether it's true or not, spreads quickly, and the wrong messages can be dangerous and a public safety issue.