A Presentation On Legal & Ethical Aspects Of Advertising Ethics are the moral standards against which behavior is judged.

2. Ethics are the moral standards against which
behavior is judged. Key areas of debate regarding
ethics and advertising are:
 Truth in advertising
 Advertising to children
 Advertising controversial products

3. Truth in Advertising
 Deception is making false or misleading statements, but
puffery (commercial exaggeration) is legal.
 Cannot legislate against emotional appeals

4. Advertising to Children—Issues
 Advertising promotes superficiality and materialism in
children
 Children are inexperienced and easy prey
 Persuasion to children creates child-parent conflicts

5. Advertising Controversial Products
 Critics question “targeting” minorities
 Tobacco, alcohol, gambling and lotteries are product
categories of greatest concern
 How does the concept of “primary demand” provide
insights here?

6. Legal Aspects of Advertising
•GOVERNMENT REGULATION:
•[pass and enforce laws]
•SELF-REGULATON:
•Independent bodies [set standards]
•Media companies [to accept ads]
•OTHER:
•Buyer Recourse [“caveat emptor”]

7.  Federal laws
 Alcohol
 Food and Drugs
 Provincial laws
 Alcohol Regulations
 Credit and Loan Disclosures
 Self Regulation
 Canadian Code of Advertising Standards