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Wells, Burnett, Moriarty

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Chapter 2 Advertising and Society: Ethics, Regulation, and Social Responsibility Outline Advertising and society Ethical issues in advertising Advertising s legal ... – PowerPoint PPT presentation

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Title: Wells, Burnett, Moriarty


1
Chapter 2Advertising and Society Ethics,
Regulation, and Social Responsibility
  • Outline
  • Advertising and society
  • Ethical issues in advertising
  • Advertisings legal and regulatory environment
  • Federal case law affecting advertising
  • Advertising and the FTC
  • Advertising and other regulatory agencies
  • Social responsibility and self-regulation

2
Advertising and Social Responsibility
  • Ethical issues
  • Advocacy
  • Accuracy
  • Acquisitiveness
  • Is being ethical a problem?

3
Social Responsibility
  • Public service announcements (PSAs)
  • Ad Council
  • Social marketing

4
Six Key Issues in Advertising
  • Puffery
  • Taste and advertising
  • Product categories and taste
  • Current issues

5
Six Key Issues in Advertising
  • Stereotyping in advertising
  • Women in advertisements
  • Racial and ethnic stereotypes
  • Senior citizens
  • Gay and lesbian consumers
  • Advertising to children

6
Six Key Issues in Advertising
  • Advertising controversial products
  • Tobacco
  • Alcohol
  • Gambling
  • Prescription drugs
  • Subliminal advertising

7
Federal Case Law Affecting Advertising
  • First Amendment case law
  • Privacy case law developments online advertising

8
Advertising and the FTC
  • Federal Trade Commission (FTC)
  • Some FTC responsibilities
  • Deception
  • Reasonable basis for claims
  • Comparative advertising
  • Endorsements
  • Demonstrations

9
Advertising and the FTC
  • 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

10
Advertising and Other Regulatory Agencies
  • 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

11
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
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