ETHICAL ISSUE IN MARKETING.

Hello everyone ! In recent time, it has emerged that corporations are increasingly using unethical means and not adhering to proper rules of conduct for the industry, and also lacking moral principle and becoming unethical.

Let's understand what does ethics mean ethics is a branch of science that deals with what is right and wrong. Advertisers are expected to show good and honest ads. Only true facts about product  should be shown, and exaggeration and lies must be avoided. But sometimes advertiser crosses the lines in promotion of behavior that are immoral or unethical . Here are some examples how advertisers, marketers and business walk that fine lines of unethical .

    Advertising of harmful products

One ethical issue in the realm of advertising is the concept of advertising potentially harmful products. The most controversial product in this category is tobacco, particularly cigarettes. Alcohol products and over-the-counter or prescription drugs are also prevalent in the world of marketing, each one with distinct histories and restrictions of their own.

     Advertising to children

When an advertisement targets children, they make in a way so luring that children go to the extent of throwing tantrums and stubborn crankiness just to make their parents get the product for them. Advertising to children has many cons which makes people think of it as unethical.

 False claims made in ads

Advertisers give misleading information in ads to convince customers to buy the products. For example the Airtel's 4G ad claim - Fastest network ever and if your network is faster, we will pay your mobile bill for for life,"- is misleading and the advertising Standard Council of India (ASCI) has sent them notice to withdraw ad.

 Here are some unethical means of advertisement which are shown on television to attract customers . These are totally unethical .

  1. Exaggeration

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

Example: The Axe ad showed girls will fall in love when you use AXE deodorant.

(Video credit- Axe India.)

                     

           

     2.  Pressure or Emotional Tactics

Some firms use pressure or emotional tactics to persuade customers to buy their products.

Example : The recent domino's ad uses emotional tactics to convince customers to buy their pizza.

(Video credit- Domino's India)

                

  3. Misrepresentation

Advertisers give misleading information in ads to convince customers to buy the products.

Example: The AIRTEL's 4G ad claim - Fastest network ever and if your network is faster, we will pay your mobile bill for for life,"- is misleading and the advertising Standard Council of India (ASCI) has sent them notice to withdraw ad.

(Video credit- Airtel India)

 

                                                                                                                                                                                                                                                                                      

 4. False Statistics
Some advertisers use false statistics to substantiate the superiority of their products.

Examples: Garnier's ad claimed that their face-wash removed 99.9% of pimple causing germs. This statistic was false, and ASCI banned the ad.

(Video credit- Garnier India)

                 

      5.Total Lies

Some advertisers blatantly lie in their ads to tricks customers.

Example: Colgate claims that 99.9% dentist recommended COLGATE toothpaste.

(Video credit- Colgate India)

                       

6.  Poor Taste 

Advertisers may show vulgar scenes involving sexuality, Nudity, and double meaning 

Example: KFC Australia ads showing vulgarity .

(Video credit- KFC Australia)

                     

  7. Unhealthy Brand Comparisons

Some advertisers engage in brand comparisons that may confuse customers about the right choice of products.

Example: 

      8. Surrogate Advertising

Surrogate advertising is used to promote banned products, like cigarette and alcohols, although another products carrying the same brand name.

Example: Indian alcohol brands like Royal Challenge, advertising their brand through their sports drink.

(Video credit- Royal Challenge)

              

Let's talk about Importance of Truth in Advertising

Brand equity 

Brand is the incremental value of a brand  beyond its physical assets.

Ethical advertising  adds brand value, and therefore, the brand may command strong brand.

Brand image 

 Ethical ads helps in building brand image. Customer think favorably of  a brand that uses only ethical ads.

Customer loyalty

 Ethical advertising leads to customer loyalty. Satisfied customers makes repeat purchases and also recommend the  brand to others.

Corporate image .

 Advertisers who states true facts about their product builds confidence in the customers' mind and enjoy goodwill.

Competitive advantage - 

Firms that adopt ethical practices in advertising gain a competitive advantage.

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

• RE: Ethical issue in Marketing - Uday N Yadav
• I am of the opinion that advertisement have strong impact on our minds. As with great power comes great responsibility. So media should be responsible while deciding which products to advertise and also they could advertise the products which is ethical and good for our society.  Such use of advertising media for a social cause will only increase the good will of the brand being advertised.