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Ethics in Advertising
Transcript of Ethics in Advertising
A person, organization or company that places advertisements in order to target customers.
Philippine Association of National Advertisers (PANA)
Created the standards of advertising which they named "A Statement of Advertising Principles" as the Code of Ethics.
Code of Ethics
1. Good Advertising recognizes both its economic and social responsibility to help reduce distribution cots and to serve the public interest
2. Good Advertising depends for its success on public confidence. Hence, it cannot permit those practices that tend to impair such confidence.
3. Good Advertising aims to inform the consumer and help him buy intelligently
4. Good Advertising tells the truth.
5. Good Advertising conforms not only to the laws but to the generally accepted standards of good taste and decency and to the moral and aesthetic sentiments of the country.
6. Good Advertising seeks public acceptance on the basis of positive and constructive statement.
7. Good Advertising does not allow any activity which involves the exploitation of the goodwill attached to any other firm, product, or service.
8. Good Advertising helps to the dignity of the individual and contributes to the building of a civilized society.
Basic Advertising Principles
1. Advertising is vital to marketing.
2. Advertising has a social responsibility towards the consumer and to the community.
3. All Advertising, whatever the medium used, should be legal, decent, honest, and truthful.
4. All Advertising should conform to the principle of fair competition, as generally defined and accepted in business.
5. The success of advertising depends on public confidence.
International Code of Advertising Practice
Advertisements should not contain statements or visual presentations offensive to public decency.
Advertisements should be so framed as not to abuse the confidence of the consumer or exploit his lack of experience or knowledge
Advertisements should not appeal to superstition
Advertisement should not contain any statement or visual presentation which directly or by implication, omission or ambiguity is likely to mislead to consumer
Testimonials and References to Third parties
Testimonials should be genuine and not contain any statement or visual presentation likely to mislead nor should they be used in a manner having that effect
Advertisement should not contain any reference to another firm product which is likely to bring that firm object into contempt or ridicule
Exploitation of Trade Names and Symbols
Advertisements should not take unfair advantage to the goodwill attached to the trade names and symbols of another product
Imitation of Advertising
Any imitation of advertising in any one country and likely to create confusion on the market or to stop the anticipated use in that country or elsewhere of his advertising or publicity should be avoided.
Identification of Advertisements
Advertisement should be clearly distinguishable such, whatever their form and whatever the medium used.
Advertisement should not contain any visual presentation of a situation where normal safety precautions are disregarded and which thus might encourage negligence.
Children and Invalids
Advertisements addressed to children and young people should not contain any statement or visual presentation which might result in harm to them physically, mentally or morally.
Advertisements should not take advantage of the hopes of persons suffering from illness or of an impaired ability by holding out the promise of a cure or a recovery from illness.