ETHICS IN

ADVERTISEMENT
 CONTENTS
• Introduction
• Ethics and advertising
• Ethical issues in advertisement
• Surrogate advertising
• Puffery advertising
• Deceptive advertising
• Exaggeration advertising
• Stealth advertising
• Ethics in advertisement
 INTRODUCTION
In this area of globalization and deregulation advertising has acquired
new status.

As a matter of fact, advertisement creates employment

opportunities, provide information regarding the developments taking
place in society, provide information about product and services
available in market.
 ETHICS
Ethics or moral philosophy is a branch of philosophy that involves
systematizing, defending, and recommending concepts of right and
Wrong conduct. The term ethics derives from the Ancient Greek word
ethikos, which is derived from the word ethos (habit, "custom").

ADVERTISING
Advertising is a form of communication that typically attempt
to persuade customers to purchase or to consume more of
particular brand of a product or service.
 ETHICAL ISSUE IN ADVERTISEMENT
• Surrogate advertising
• Puffery advertising
• Deceptive advertising
• Exaggeration advertising
• Stealth advertising
 SURROGATE ADVERTISING
Surrogate advertising is a form of advertising which is used to promote
banned products, like cigarettes and alcohol, in the disguise of another
product.
 PUFFERY ADVERTISING
Puffery is a legal way of promoting a product or service through hyperbole or
oversized statements that cannot be objectively verified. The term puffery
simplify refers for flattering commendation.
 DECEPTIVE ADVERTISING
Deceptive advertising, also known as false advertising, refers to a
manufacturer's use of confusing, misleading, or blatantly untrue
statements when promoting a product.
 EXAGGERATION ADVERTISING
• Using false claims in the advertisement about the product.
• making to seem more important than it really is.

For example:-
Vi m gel :- “2 chammch gholo or ek time k sare bartan dho lo”.
Tide detergent:- “white ho to tide ho.”
Vodafone essar:- “whenever you go our network follows.”
 STEALTH ADVERTISING
Stealth advertising is a method of advertising in which the consumer is often
not consciously aware that she is being subjected to advertising.
 ETHICS IN ADVERTISEMENT
• Should not mislead the consumer
• What it promises must be there in the performance of products
• Ad should not be indecent and obscene
• As advertising is also a social process, it must honor the norms of social
behavior, and should not offend our moral sense
• ASCI (Advertising Standards Council of India) regulates the advertising
in India  has the set guidelines
Thank you
presented by
sejal chouhan