Ethical issue in Advertisement

                                            ETHICAL ISSUE IN ADVERTISEMENT

Ethics is a branch of social science that deals with what is right and wrong.

Advertisers are expected to show good and honest ads. Only true facts about a product should be shown, and exaggerations and lies must be avoided.

ETHICAL ISSUES IN ADVERTISEMENT INCLUDE:

a.Advertisement of harmful products

b.Advertisement to children

c.Ads in poor taste

d.False claims made in ads

e.Unhealthy brands comparisions.

There are some forms of untruthful Advertisement

1   1.  Exaggeration- Advertisers make tall claims about products in ads. Advertisers “puff up” a product to make it seem like more then what it is.

Example: The Axe ad showed angels falling from the sky after smelling the deodorant.

2   2.Pressure Tactics- Some firms use pressure tactics as they use various type of pressure tactics by showing that their product is good as compare to other and if we didn't buy their product then we will get loss and due to this we buy their product .

Example- The recent Micromax ad uses pressure tactics to convince customers to buy their mobile phones.

3   3. Misrepresentations -Misrepresentation mean to give false information about the product so that party get agreed by their convence and their product easily . Now these days advertisement become the simple way to mislead the people.

Examples- The Airtel 4G ad claim that Airtel will give the fastest network from all other network  if any other will give more faster then Airtel then they will free all cost of their network for forever” this is misleading and Advertisement Standards Council of india (ASCI) has sent them a notice to withdraw the ad.

4.False Statistics – Many advertiser claim that their product is best. They show that their product is scientifically proven , they didn't use any harmful chemical and their product will not harm you.

    Example- Garnier’s ad claimed that facewash removed 99.9% of pimple-causing germs. This statistic was false.

5. Total lies – Some advertisers blatanly lie in their ads trick customers.

    Example- Nivea’s body lotion Claimed that “its regular use significantly reduces body size.” Nivea had to pay $900.000 as a settlement for this misleading ad and had to stop production on the “Bio-slim Complex” product.

 6. Poor taste- Advertisers may show vulgar scenes involving sexual innuendo, nudity, and double meanings.

Example- Axe deodorants ads involve nudity and sexual innuendos.

7. Unhealthy Brand Comparisons- Some advertisers engage in brand comparisons that may confuse customers about the right choice of the product.

8. Surrogate Advertising- Surrogate advertising is used to promote banned products, like cigarettes and alcohol, through another products carrying the same brand name.

IMPORTANCE OF TRUTH ADVERTISEMENT

1-Brand equity- Brand value play a vital role in the marketing. People always choose a good product for their daily use . they always see the branded product because they think branded product gives the better quality rather then other. If a company give best product to they customer they will always buy their product from them. Advertisement play very important role for their market value as will know that these product are good so they always prefer other also to buy their product.

2- Survivals of the ad industry- Ethical advertisement will get the best review to the ads company . If they promote good product then public opinion towards them will always good. They will always get good review from people and their company will always survive.

3- Corporate image- Advertisers  who give true facts , true story about their product gets a good image in the mind of consumer and built the confidence and enjoy the good will.

4-Competitive advantage- A good product always compete in the market . they play a leading role in the corporate sector because their image in the view of people make able to win . consumer is the king of market if customer is satisfied then they will always comes to you.

Example- Tata Groups enjoys a competitive advantage owing to their strong ethics.

5-Customers loyalty- Ethical advertisement leads to customers loyalty. Satisfied customers make repeat purchases and also recommend the brand to others.

6-Brand image- Ethical ads helps in building brands image. Customers think favourably of a brand that uses only ethical ads.

1. Some unethical tactics of Fairness company