Ethical Friday

Honesty in Advertising

Marcena Lau

Rules and ethical morals of industries/companies made to guide

advertisers in honest promotion

History

Frequent Issue in United States First laws: 1895 1970: Council of Better Business Bureaus Implied official advertising rules Federal Trade Commission

Deceptive Advertising Types, Issues, and Laws

Misleads Consumers

-statements

-information Anger in Consumers Bait and Switch Tactics Catalogue Sales Advertising to Children

Comparative Advertising Express Claims Testimonials Guarantees and Warrantees Internet Advertising “Going out of Business Sale”

Copyright in Advertising

Art: automatic copyright rights and protection 50 years after death Warranty of Originality Usage Rights Client Responsibilities

Importance

Protecting consumers Keeps fair competition in market Good reputation for companies Reliability

Adherence

ASC- Advertising Standards Canada Federal Trade Commission

Infringement Punishments

Lawsuits-Rogers, $10M Desist Orders-abolish advertising (for company)-price on approved advertisements-$16,000 and up fine for every 12 hours of

advertisement continuant Corrective Advertising

Technology

Video editing Photoshop Difficult to remain ethical

-technology at fingertips

-competition in market too high

Future

Increasingly difficult to stop false advertising

Infringement punishment will become less severe

Less awareness of honest advertising as people become absorbed in technology

Consumer harm will be more frequent as (food, cosmetics)

Work Cited

ASC. Web. 03 Dec. 2011. <http://www.adstandards.com/en/index.aspx>.

"Essentials of Advertising Law." Attorneys Eric J. Swetsky, Barrister & Solicitor Toronto Ontario ON Copyrights Trademarks Advertising Lawyers. Web. 03 Dec. 2011. <http://www.advertisinglawyer.ca/advertising.htm>.

"Professional Advertising - Graphic Design, Copywriting, Media & PrintManagement."Professional Advertising - Graphic Design, Copywriting, Media & PrintManagement. Myprofessionaladvertising, n.d. Web. 09 Jan. 2013.

Quiz!

#1

Give one example of a testimonial advertisement in our society.

Explain what the law for testimonial advertisements is

#2

What does the ASC stand for and what is their role in our society

#3

When were the first laws for honest advertising introduced?

#4

What type of advertising is this? Why is it false

#5

What type of advertising is this commercial?

What are the laws for this type of advertising?

Commercial

#6

“Red bull gives you wings”

Is this considered false advertising?

#7

How does technology impact honesty in advertising?

Give 2 examples

#8

Is this advertisement legal? Why?

#9

What rules apply for honest advertising on the internet?

#10

Name 10 false advertisements in our society as fast as you can!