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Ethical issues in promotion

Ethical issues in promotion. Advertising most high profile Background The power of advertising 3 main players The agency The advertiser/company executive The media

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Ethical issues in promotion

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  1. Ethical issues in promotion • Advertising most high profile • Background • The power of advertising • 3 main players • The agency • The advertiser/company executive • The media • Murphy, PE (1998) Ethics in advertising: review, analysis and suggestions, Journal of Public Policy and Marketing, 17(2), pp 316-319

  2. Ethical issues in promotion • ‘unholy trinity’ of advertisers, media and agencies • Attitudes to advertising • Advertising Association • Pontifical Council for Social Communication (1997) • How do advertisers use moral philosophy?

  3. Ethical issues in promotion • Most use ‘utilitarian’ approach • Duty based theories • Peta (People for Ethical Treatment of Animals) – Spotty Sue anti-milk campaign • Issues in advertising • ASA (Advertising Standards Association • BCAP – British Code of Advertising Practice • Legal, decent, honest and truthful

  4. Ethical issues in promotion • How persuasive is it acceptable for an advertisement to be? • Puffery – embellishment/exaggeration • Vulnerable groups • Accurist ads • Levis (Kevin the Hamster); Dairylea Dunkers • Advertising appeals to base motives; makes people buy things they don’t need

  5. Ethical issues in promotion • Consumer has power to choose (Advertising Association) • Children – lack capability and awareness • School sponsorship • National Consumer Council guidelines • Consumers Association • Advertising creates and perpetuates stereotypes

  6. Ethical issues in promotion • Advertising is offensive and in bad taste • FCUK, Opium, Benetton • Charities – Barnados, Help the Aged • Jamie Oliver and Sainsburys; Slimfast • Improving ethics in advertising • Older people – Natwest; Olivio, Guiness, Nike • ‘Male-bashing’ ads (Spirito di Punto etc) • ASA; Advertising Review Board (USA)

  7. Ethical issues in promotion • Nalco Chemical Company • ‘our policy of non-discrimination is also reflected in advertising…We are committed to inicluding women, racial minorities, those over 40..and persons with disabilities in our advertisements…’ • Summary

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