advertising and society: ethics, regulation, and social responsibility
DESCRIPTION
Advertising and Society: Ethics, Regulation, and Social ResponsibilityTRANSCRIPT
Chapter 2Advertising and Society: Ethics,
Regulation, and Social Responsibility
Outline• Advertising and society• Ethical issues in advertising• Advertising’s legal and regulatory environment• Federal case law affecting advertising• Advertising and the FTC• Advertising and other regulatory agencies• Social responsibility and self-regulation
Chapter 2: Advertising and Society
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Advertising and Social Responsibility
• Ethical issues– Advocacy
– Accuracy
– Acquisitiveness
• Is being ethical a problem?
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Social Responsibility
• Public service announcements (PSAs)– Ad Council
• Social marketing
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• Puffery• Taste and advertising
– Product categories and taste
– Current issues
Six Key Issues in Advertising
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• Stereotyping in advertising– Women in advertisements
– Racial and ethnic stereotypes
– Senior citizens
– Gay and lesbian consumers
• Advertising to children
Six Key Issues in Advertising
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• Advertising controversial products– Tobacco
– Alcohol
– Gambling
– Prescription drugs
• Subliminal advertising
Six Key Issues in Advertising
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• First Amendment case law• Privacy case law developments: online
advertising
Federal Case Law Affecting Advertising
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• Federal Trade Commission (FTC)– Some FTC responsibilities
• Deception
• Reasonable basis for claims
• Comparative advertising
• Endorsements
• Demonstrations
Advertising and the FTC
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• FTC deceptive and unfair advertising remedies– Consent decrees
– Cease-and-desist orders
– Corrective advertising
– Substantiating advertising claims
– Consumer redress
– Hold the ad agency legally responsible
Advertising and the FTC
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• Food and Drug Administration (FDA)• Federal Communications Commission
(FCC)• Additional Federal Regulatory Agencies
– U.S. Postal Service; Bureau of Alcohol, Tobacco, and Firearms; U.S. Patent Office; Library of Congress
Advertising and Other Regulatory Agencies
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Social Responsibility and Self-Regulation
• Self-discipline• Self-regulation: pure and co-opted
– National Advertising Division of the Better Business Bureau (NAD)
– National Advertising Review Board (NARB)
• Local regulation• Media regulation and advertising