Ethical Values in Advertising and their Importance

To a great extent, various mass media channels should uphold the distinctive ethical values. Indeed, people using various mass media platforms should show a sense of responsibility in all the activities they engage in. The major aim of advertising is to pass convincing messages to the society. Advertising also informs potential, as well as, prospective customers about the existence and availability of products in the market. Advertisements targets various groups in the society including the young and the aging populations. Messages used to advertise should conform to the stipulated ethical values not forgetting the set judicial limits. Individuals should have the commonly referred to as personal ethics. One's conscience is the major source of personal ethics. Advertisers should make use of their conscience to determine whether their advertisement messages will have negative or positive effects on the recipients.

Advertisers can make use of their personal ethics and codes to determine professional ethical values. An organizational that sticks to the distinctive ethical values gain positive perception from clients. For instance, products from such organization are highly valued by customers. Marketers should provide evidence whenever they make advertisements. Ethical advertising allows advertisers to substantiate or support their claims using scientific evidence. Advertisers should provide solid backing when dealing with health or food products. Advertisers should present the critical elements influencing consumers purchase behavior in good time (Sheehan, 2014). In addition, sellers should use the right strategies to present such elements. For instance, advertisers should not pass any messages that mislead customers. Indeed, advertisers should not use exaggerated not forgetting ambiguous messages that may mislead potential and prospective customers.

Brands gain trusts whenever advertisers use truthful messages. Children are not in a position to make an informed decision since most a times they do lack information that is important in decision making. Advertisers should also consider the consumer rights. Consumer rights should be highly respected. Advertisers should always protect the rights of its consumers. Advertisers should not use any form of coercion to force customers into doing various activities. Self-regulatory bodies protect the freedom of not forgetting the distinctiveness that governs the advertising sector. Ethical advertisement helps consumers to determine whether to support or ignore the products offered by a company. To a great extent, a company that adheres to well-defined ethical values implies that it shows care for its customers.