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Ethics & Laws in Advertising

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Suhaini Muda

on 23 April 2015

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Transcript of Ethics & Laws in Advertising

Etika dan undang-undang dalam periklanan
Objektif pelajaran
Menerangkan definisi dan konsep-konsep asas berkaitan etika dan periklanan
Menjelaskan mengenai peraturan-peraturan yang mentadbir aktiviti periklanan di Malaysia
Membincangkan mengenai isu-isu etika dan periklanan
Membincangkan mengenai isu-isu undang-undang dan periklanan
Definisi etika
Pembelajaran untuk membuat pemilihan rasional di antara apa yang baik dan buruk, antara apa yang dianggap tindakan baik yang diterima secara moral dan apa yang tidak (Patterson dan Wilkins, 1997)
Etika menurut Islam adalah akhlak. Ibn Sadr al-Din al-Shirwani dan Imam al-Ghazali mendefinisikan Ilmu akhlak sebagai ilmu yang menerangkan sifat-sifat kebaikan dan cara-cara mencapainya, dan sifat-sifat keburukan dan cara-cara mengawal diri daripada melakukannya (Saodah Wok et. al., 2004)
Periklanan & etika
Isu-isu yang berkaitan dengan penipuan dalam iklan telah mengundang kritikan masyarakat dan perubahan undang-undang
Many legal and regulatory reforms defined what advertisers can and cannot do (Stephen Fox, 1984)
Ethical dilemmas
are
unresolved interpretations of ethical issues
where each of the conflicting sides can question and make an arguable case.
The common theme in all ethical dilemmas is the conflict between the rights of two or more important groups of people
What is an example of this ethical dilemma in advertising?

Ethical lapses
are
cases of unethical behaviour
when normally ethical people made unethical decisions.
e.g: manufacturer’s decision to knowingly advertise advantages that its product cannot do

Ethical issues
in advertising

Unhealthful product
Should manufacturers be allowed to advertise harmful products?
Children
Should advertisers be allowed to aim commercials at children?
Using puffery
Should advertisers be allowed to use puffery, the exaggerated, subjective praise of a product without offering facts to back up the claim?
Let's discuss...
What are the common ethical issues in advertising in Malaysia?
Definisi periklanan
the
paid
,
nonpersonal communication
of
information about products or ideas
by an
identified sponsor
through the
mass media
in an effort to
persuade or influence behaviour
(Bovee et. al., 1995)
Advertising & Regulations
Laws
Perkara 10(2)(a) menyenaraikan had untuk kebebasan bagi tujuan keselamatan & keamanan negara. Antaranya: i) kepentingan keselamatan Persekutuan atau mana-mana bahagiannya; ii) perhubungan keselamatan dengan negara-negara lain; iii) ketenteraman awam; iv) melindungi keistimewaan Parlimen atau Dewan Negeri; v) bukan bertujuan untuk menghina mahkamah; vi) fitnah; dan vii) mengapi-api supaya melakukan suatu kesalahan.
Kebebasan bersuara
Perkara 10 (1) Perlembagaan Malaysia:
"tiap-tiap warganegara adalah berhak bebas bercakap dan mengeluarkan fikiran"
Government Regulation
Rules set by the federal agencies
e.g The Commission of Communication & Multimedia under the Ministry of Communication & Multimedia is the agency in charged of regulating most communication and multimedia industries including advertising activities
E.g: The Malaysian Communications & Multimedia Content Code by CMCF
Nongovernment regulation
Advertising is also subject to nongovernment regulations from consumer groups, business groups, and the media.
The regulations by the nongovernment groups do not have the same authority as government regulators BUT their actions can be effective against false or deceptive advertising.
They can use the weight of public opinion to pressure advertisers
E.g: Consumer Association of Penang (CAP)
Industry self-regulation
Formal & informal guidelines
Guidelines & codes covering fair & truthful advertising established by the advertisers and ad agencies, or industries
E.g: 'Kod Amalan Periklanan Malaysia'
by Advertising Standards Authority (ASA) Malaysia
Let's discuss
What are the common issues of laws & advertising in Malaysia?
comparative ad
consumer protection
Invasion of privacy
Full transcript