Ethics in Advertising

Advertising has been around since the 1700s; in fact, the first newspaper ad was published in 1706 in the US. Whilst we’ve had plenty of time to get used to advertising, the ethics of it remains questionable – especially where children are concerned.

According to Freeths, there are several considerations to keep in mind when advertising to children, with some arguing for and against this practice. In this blog, we’ll dive into the controversies surrounding the ethics of advertising and whether it really is all so bad. Let’s jump right in!

What is ethical advertising?

There are a few principles of advertising that make it ethical. For example, ethical ads centre on fairness, truth, and equity in communications and consumer experience. They are transparent and accurate, avoiding deception and manipulation so that consumers know exactly what to expect from a product or service.

What is unethical advertising?

In terms of unethical adverts, advertisements that hyperbolise or simply lie about a product experience are unethical, as well as content which may be considered offensive or opposes social responsibility.

Why is it important to be ethical in advertising?

It’s critical to be ethical in advertising to uphold a company’s brand image, trust, and reputation.

If you deliver a controversial and potentially unethical advert, your business could be brought under scrutiny and even go as far as to lose loyal customers and prevent potential prospects from engaging with your brand.

So, where do children fit into ethical advertising?

In recent marketing, the first example I can think of when it comes to advertising unethically to children is the case of vapes.

The government banned cigarette advertising in the 1960s and has since seen a dramatic reduction in tobacco sales and smoking rates among young people.

However, currently, the brightly coloured packaging and exciting flavours on offer in vape ads are making vapes more popular than ever with younger generations, potentially heavily impacting children’s addiction to them.

In recent news, a proposal to ban the marketing of vapes to children has come into place. So, in the case of potentially harmful products, you could deem an advertisement unethical.

Cases for advertising to children

Ø Children above a certain age can tell the difference between an advertisement and entertainment

Ø Overall, parents must decide whether to buy a product or service from an advertisement because they have the ultimate purchasing power. Additionally, parents have the power to limit screen time, thus limiting the negative impact that advertising may inflict

Ø Advertising can work to create positive impacts, such as encouraging exercise and healthy eating

Ø Children need to be aware of their surroundings – if they aren’t exposed to adverts as young people, how will they be able to recognise and distinguish adverts from reality as adults?

Ø Some brands, like toy shops, adopt children as their target consumers – without making children aware of the products, how would they gain the revenue they require to thrive?

Cases against advertising to children

Ø Children can be more easily manipulated than adults

Ø Advertising can have a direct impact on children’s behaviours and attitudes, sometimes resulting in adverse effects, such as the negative health effects of vaping, or bullying within schools

Ø Adverts may compel children to engage in impulsive buying, especially if they have access to a parent’s credit card

A marketer’s insights of ethics in advertising

From my own perspective, ethics are crucial in advertising and must be taken into consideration in the creation of any type of content. Without following ethical procedures, customers may be deceived, which will deteriorate consumer trust, leading to a loss of sales and customer base. According to the law of marketing and advertising, businesses that ignore ethical advertising can be fined or prosecuted.

I remember persuading my parents to buy me a sensor drone toy once because the advert looked really cool. When it came, it wasn’t all it was cracked up to be – it kept falling to the ground and hitting lights and furniture, so I grew weary of it quickly. Was this unethical? I certainly could tell the difference between an advert and the toy experience itself, but perhaps the hyperbole of the consumer experience raised my expectations too much.

Despite this, I think companies should target adverts towards children because without them, businesses wouldn’t be able to thrive and we wouldn’t be aware of fantastic products on the market. Plus, we must be aware of them in our transition into adulthood: the time when we have actual purchasing power.