BE Project

Advertisingclaimsand
Ethicalproblems
Akshay Saneja (20P185)
Ayush Jhingala (20P193)
Harshit Amar (20P204)
Nikhil Kansal (20P214)
Sai Mithra Mallareddi (20P224)
Yashjeet Varshney (20P238)
Group D6
Primary Purpose of Advertising...

To inform potential buyers of the availability of a certain product
by providing relevant information on its uses, benefits and how it
might serve the needs and wants of an individual.
“Any advertising that leads the
AccordingtotheFederal
TradeCommission,
consumer to make purchase
decisions based on false
assumptions about the price
and quality of competitive
products is considered
deceptive practice and is
PUNISHABLE BY LAW.”
ETHICS IN
ADVERSTISING
Morals and Ethics
The principles that serve as guidelines for both individuals

and organizations, they help create boundaries regarding what is
acceptable and what is not, since these behaviors are related to
moral feelings about right and wrong
Advertisement “Sell hopes and dreams,
not only products and services”
Results of implementing ethical norms in advertisements

Making the company answerable for all its activities
It will reduce the chances of getting pointed out by the critics or regulatory body
It will help gain the confidence of the customers, make them trust the company and their products.
Research Objectives
Social Impact
Impact on Ethics in Construct of of unethical
Consumer Advertising ethical Ads ads
Analyze the impact What is the use of To ascertain whether What is the Social and
of unethical Ethics in the advertisements Cultural impact of
advertisement of advertisements? were constructed unethical
consumers through ethical values advertisement?
We studied research
To understand the papers and tried to We analyzed some ads Through secondary
impact of unethical understand what is the which we found were research, we tried to
advertising on basic principle behind in controversy and find the social impact
consumers we use of ethics in tried to understand on the consumers
conducted primary marketing industry. how they were going which happens due to
as well as secondary What benefits it against the norms set unethical advertising
research. provides to companies by ASCI
Advertising and Promotional Viewpoints
Encourages higher standard of living
(for) Provides Information

Proponent
Arguments Promotes competition
Helps new firms enter a market
Creates jobs
More Propaganda (lies) than information

(against)
Critic Creates unnecessary consumer needs and wants
Arguments
Promotes materialism, insecurity and greed
Ethical Issues in Advertisements and Marketing Campaigns
Targeting Legal Issues Social Impact Cultural Impact

Vulnerable Groups These issues are Generally, the marketing In the competition to attract ever
The companies try to target 1. Misleading claims campaigns lead the customer larger audiences and deliver
2. Fraud to buy things they don't need. them to advertisers,
vulnerable groups such as
3. Deceptive pricing
children, elderly because they communicators can find
4. Puffery
can change the buying they do this under the pretext themselves tempted - in fact
5. Racial Issues
decisions of the consumers of keeping up with the current pressured, to set aside high
6. Controverisial Products
trend artistic and moral standards
Offensive Messages Many marketing techniques try

Not all Issues can be to generate envy or greed in
Marketers have a range of creative
regulated options for their message but each the minds of the customer to
Create 3 to 4 personas of the one is with a trade off lead them to buy unwanted
people you can help. Visualize They can be safe but boring or things and promote
these people who will turn to attention grabbing but materialism.
you for solutions. controversial
Consumer Deception Economic Impact

Many companies deliberately create false impressions on the part of Misleading claims cause a shift in brand loyalty and effects consumer
consumers to satisfy their own ends. This involves creating or taking choice. It also increases the barriers of entry into the market and changes
advantage of a belief that is actually unture. This is more prevelant in the the economies of scales. Also sometime it leads to increase in the price of
online communications. the product.
E Exaggeration Pressure Tactics
X
A
M
P
L
E
S AXE MICROMAX
EFFECT ON CONSUMER SOCIAL IMPACT
Advertisers make tall claims about Micromax used pressure tactics to

the products in the ads. Advertisers make the consumers buy their
puff up a product to make it seem phones. So that they don't miss out
like more than what it is on the current trend
E Misrepresentation False Statistics
X
A
M
P
L
E
S AIRTEL 4G
WRONG INFORMATION FEEDED TO CUSOTMERS
GARNIER
FALSE CLAIMS MISLEAD THE CUSTOMER INTO BUYING THE
PRODUCT
Airtel 4G claimed "Fastest Network Ever and if your
network is faster we will pay your bill". They gave out Garnier's ad claimed that their facewash removed 99.9% of germs. This
misleading information to the customers. This created data was false and thus the ad was banned by ASCI.
misconception between the customers regarding the
brand.
E Total Lies Poor Taste
X
A
M
P
L
E
S NIVEA AXE
BLATANTLY LYING TO TRICK CUSTOMERS SHOWING VULGAR SCENES
Nivea's Body Lotion claimed that "its regular Axe deodorant ads involve sexual innuendo,
use significantly reduces body weight". nudity and double meanings. Taste is
They had to pay $900,000 as a settlement subjective i.e. what is good taste to one
for this misleading & had to stop production. may be bad for some one else.
Unhealthy Brand Surrogate Advertising
E Comparisons
X
A
M
P
L
E
S FLIPKART, OLX, SNAPDEAL, AMAZON ROYAL CHALLENGE
CONFUSING CUSTOMERS ADVERTISING WHISKEY THROUGH SPORTS DRINK
The advertisers engage the customers in order to Surrogate Advertising is used to promote banned
confuse them about the right choice of products. This products like cigarette and alcohol through another
results in Ad wars among these companies. product carrying the same brand name
Importance of truth in advertising
Group D6
THANK YOU!

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Advertisingclaimsand

“Any advertising that leads the

The principles that serve as guidelines for both individuals

Results of implementing ethical norms in advertisements

(for) Provides Information

Helps new firms enter a market

More Propaganda (lies) than information

Targeting Legal Issues Social Impact Cultural Impact

Offensive Messages Many marketing techniques try

Consumer Deception Economic Impact

Advertisers make tall claims about Micromax used pressure tactics to

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