By the Law on Advertising:
Advertising is information about a person or product, distributed in any form and method, and intended to form or maintain awareness of consumers and their interest in such a person or product;
Unfair advertising is advertising that misleads or can mislead consumers of advertising, harm individuals, the state or society due to inaccuracy, ambiguity, exaggeration, inaccuracy, silence, violation of the requirements regarding the time, method and place of distribution;
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Following the norms of the same law, unfair advertising is prohibited, and liability is foreseen for it! Business advertising marketing is one type of business that breaks a lot of rules.
What kind of advertising can not be placed?
By the requirements of the Law on Advertising, advertising is prohibited:
- indicate information on goods that are not permitted for circulation or import into the customs territory;
- post discriminatory information (about race and nationality, gender, education, political views, attitude to religion, linguistic characteristics, gender and nature of the occupation, place of residence, etc.);
- indicate information that may harm the health or life of people and the environment;
- use methods and technologies that affect the subconscious of people;
- advertise goods subject to mandatory certification, special permission, license, in the absence thereof, and the like.
However, advertising that has some features from the specified list is considered only improper or unethical. What about unfair advertising?
Unfair advertising as a whole relates to misleading consumers by reporting false, inaccurate information about the characteristics of the product, for example:
1. First places, prizes, ratings.
If the advertisement indicates that a particular product, or type of service, has received recognition for a specific rating, it has some awards, but this is not true. This is an unfair advertisement.
2. The most! Best! The first!
It’s better not to use such words of prefixes at all in advertising because they will immediately ask for a document confirming the “superiority” and “uniqueness” of the product, among others. Not receiving such a report, the Committee will be fined for misleading consumers.
3. The title does not match the content.
If the product says “cheese,” then it should be cheese, not a cheese product. It is written “oil”; then it should be oil, not a spray, and the like.
For false advertising, not every company is always responsible. And this is a problem not only of the company, but also of the federal trade commission, which controls them.
Business ethics of marketing companies
The laws and regulations in force in advertising can only define general ideas about ethical advertising. Ultimately, industry professionals must be guided by their ethics. Ethics is usually understood as a set of moral principles that determine how to carry out any actions and create a sense of responsible behavior. Ethics is directly related to the ability to analyze ethical problems that arise when making professional decisions in terms of acceptable and unacceptable behavior to determine obligations and measures of responsibility associated with correct actions. In this article, we discussed business ethics research paper topics false advertising, now each of you can draw conclusions about this.
Thus, advertising should be recognizable without specialized knowledge or the use of technical means, just like advertising directly at the time of its presentation, that is, the advertising audience should be informed that the information received is advertising in nature. Advertising information should not abuse the trust and lack of experience of minors.
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