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The Importance Of Ethical Behavior In Advertising

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2. The importance of ethical behaviour in marketing.
Ethical behaviour is characterized by honesty, fairness and equity in interpersonal, professional and academic relationships and in research and scholarly activities. Ethical behaviour respects the dignity, diversity and rights of individuals and groups of people. When it comes to marketing they have to be 100% with their customers and ensure that they do not discriminate, scam or hurt them in any way.( Russel.Topper. Akerman. Oliviera, 2015: 29).
Unethical behaviour is an action that falls outside of what is considered morally right or proper for a person, a profession or an industry. This is when a company will show an ad that is not telling the viewer the whole truth just for the purpose …show more content…

What they advertised was a complete lie and they managed to exploit millions of households into buying their product. If the ASA was put into place then the product would of never reached the selling floor or they would of told them to show the truth. Another example was that Winston cigarettes never caused lung and heart problems. This was all a lie just sell their product and millions of people suffered from those lies so if ASA was in place the people would have to of made their consumers aware of the problems that could arise before selling it to them so they could make a good choice. (Rosenblum. Huang, …show more content…

In short, it is a method of governing the company like a sovereign state, instating its own customs, policies and laws to its employees from the highest to the lowest levels. Corporate governance is intended to increase the accountability of your company and to avoid massive disasters before they occur and is characterised by transparency, independence, accountability, fairness, integrity and discipline (Russel.Topper. Akerman. Oliviera, 2015: 42). A good example from the naked brand was the Patagonia story as the created a page on their website which showed you how a product of theirs was made and they showed the good and the bad, the bad being how they were using toxins in their clothes and the good being the job creation and more. They went fully transparent to show the consumer what they were doing to avoid a huge problem that would later occur if they never told anyone their process and by doing this they showed accountability over all the bad things they were doing and how they planned on improving them. (Rosenblum. Huang,

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