Transcript 4210-18
ADVERTISING: Legal, Ethical and Economic Aspects LAWS AND ETHICS Two forms of oversight are: ETHICAL What we SHOULD do LEGAL What the law allows Ethics are usually the higher standard Violations of ethical principles results in laws Ethical Perspectives DEONTOLOGY - Gk. deon - obligation •Focus is on the means •Kant’s categorical imperative “Do unto others” equity, justice, fairness Catholicism and Judaism Concern about the least able Ethical Perspectives TELEOLOGY -- Gk. telos - end •Focus is on the ends •Utilitarianism The greatest good for the greatest number Cost - Benefit analysis The “Protestant Ethic” “Caveat emptor” Ethical Perspectives • Let’s use two distinct names for “ethical”: – MORAL • the means are good OR – JUSTIFIABLE • the ends justify the means Avenues for Oversight •GOVERNMENT REGULATION: •[pass and enforce laws] •SELF-REGULATON: •Independent bodies [set standards] •Media companies [to accept ads] •OTHER: •Buyer Recourse [“caveat emptor”] Government Regulation Federal laws Canadian Radio-Television Comm. (CRTC) Advertising limits, Infomercials, 900 numbers Alcohol, Tobacco and Drugs Provincial laws Alcohol Regulations Credit and Loan Disclosures Unfair Trade Practices Act Self-Regulation: CANADIAN CODE OF ADVERTISING STANDARDS • Accuracy and clarity • “Disguised advertising” • Deceptive price claims • Bait and switch • Guarantees and warranties • Honest testimonials • Imitation • Taste and decency Advertising Standards Canada 2011 Complaints 146 Upheld 177 To Council 1210 Code issues 1809 Complaints (1153 ads) Leo Burnett ECONOMIC EFECTS OF ADVERTISING “To me it means that if we believe to any degree whatsoever in the economic system under which we live, in a high standard of living and in high employment, advertising is the most efficient known way of moving goods in practically every product class.” Leo Burnett “Advertising, of course, makes possible our unparalleled variety of magazines, newspapers, business publications, and radio and television stations.” Leo Burnett “It must be said that without advertising we would have a far different nation, and one that would be much the poorer-not merely in material commodities, but in the life of the spirit.” Excerpts from a speech given April 20,1967 at the American Association of Advertising Agencies’ 50th anniversary Quote of the day If you tell lies about a product you will be found out – either by the government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time. • David Ogilvy (Ogilvy & Mather)