Advertising - Code of Ethics

We hear such news all the time. Often, in order to increase sales and achieve success in a short period of time, some businesses/individuals make false promises, use unethical words, or claim to be better than their competitors. All these actions are illegal.

Therefore, it is necessary to promote reasonable and fair competition and protect the rights, dignity and integrity of everyone, to avoid conflicts or mismatches. To make this happen, advertising rules are enacted.

What is the code of ethics for advertising?

The Code of Ethics defines the legal as well as ethical rules and regulations for creating and broadcasting an advertisement It prevents an advertiser from promoting any product/service through unreliable, false and unethical information.

Such language and information may harm someone's fundamental rights, business reputation and tarnish their honor and dignity. Thus, the Act prohibits any advertisement that violates public values, norms and ethics.

Further, it discourages the creation of any kind of advertisement containing disrespectful comparison with other similar products (of the same nature or different) in order to maintain fair competition.

Purpose of the Code of Ethics for Advertising

While working with an advertisement, the most important thing you need to take care of is – you need to build a healthy, promising and lasting public relations.

The purpose of the Code is to maintain fair competition and protect the rights of every individual. The Code of Ethics helps advertisers set ethical standards for managing communications and developing self-regulating ads. Advertising ethics rules restrict advertisements that make false claims and are not within normal standards of decency.

Ad Validity

The following types of advertisements are considered illegal/immoral and prohibited by law –

● False or misleading information − Any advertisement should not contain any claims that are false, misleading or unclear to the public. This includes false promises, partial truths, exaggerated promises, false prices, etc

● False Testimonials − When a person gives his opinion or talks about his experience with a product/service, he must not give false information. The law discourages false and fraudulent testimonials.

● Incendiary statements − Any kind of statements, insulting phrases, indecent comparisons etc. are prohibited. Abusive phrases include any kind of disrespectful comments related to race, nationality, profession, caste, sex, social background, age, religion, language etc.

● Offensive material – All material used in an advertisement such as verbal and textual communication, audio, video and images must be indecent for the general public. Any material used in an advertisement, which is offensive, obscene or indecent to the general public, is prohibited according to the Code of Practice.

Consequences of Unethical Advertising Broadcasting

Anyone who violates the code of conduct and promotes unethical advertising in any way will be liable for damages caused by unethical or illegal advertising. He might be rebuffed and requested to pay

● The amount of compensation (determined by a court of law) is equal to the loss caused by it to the property, health, or life of a person or any other legal entity.

● Compensation for moral damages.

● Compensation for all damages.

The "Code for Self-Regulation in Relevant Extracts of Advertising" was adopted in November 1985 by "The Advertising Standards Council of India" under Article 2 (ii)f of its Articles of Association. Further, it was revised in 1995 and 1999.

Check your progress

● Why is ethics necessary for advertising?

● Describe any cases where an advertiser has been penalized for violating the rules.

● What to do

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