Good practice of marketing

Like journalism, so is advertising and marketing regulated by the principles of good practice, which are often defined in legal text.

Advertisements modify the value foundation of society and might make unwanted operations models accepted, even pursued.

The main idea behind marketing is to generate interest and drive sales. Many advertisements might be over the top and may show a larger than life picture of the actual product. The law therefore makes it mandatory to show the “real picture” to the audience or consumers.

Advertisements might be over the top and may show a larger than life picture of the actual product. The law therefore makes it mandatory to show the “real picture” to the audience.

That’s why most extreme advertisements come with disclaimers and warnings, so that the consumer knows that the stunts, actions performed in the advertisement are done by trained professionals and should not be attempted at home. Also, the law dictates that the superlative images used in certain advertisement campaigns are clearly demarcated and the audience knows that they are for representational purposes only.

The same ethical principles and guidelines that govern media also apply to marketing as well and are safeguarded by the legal framework in different countries.

Often the use of violence and discrimination can be forbidden in advertising. There are specific regulations relating to advertising that is aimed at children.

The consumer has the right to know when they are subjected to commercial persuasion.

An advertisement has to be recognizable as an advertisement despite the way it is presented and its format. The consumer has the right to know when they are subjected to commercial persuasion. The requirement that advertising has to be recognizable applies to all channels and forms, also social media.

When assessing the infringement of good practice of advertising attention has to be paid to the marketing media. In outdoor advertising, public space is used, and one cannot avoid encountering advertising. This is why an advertisement on an exterior or whop window or in public transportation has to be considered more deeply.

Discriminating advertising means how a group of people is subordinated, degraded or insulted in advertising on the basis of gender, sexuality, religion, race or disability. Advertising must not reinforce discriminatory attitudes present in society.

In principle, using violence for effect in advertising is contrary to good practice. Humor does not make violence more justified, while it can make it seem less condemnable.

Following good practice of advertising also has implications for the societal responsibility of the corporation.

A threatening or frightening advertisement may be contrary to good practice especially when it includes elements that especially frighten children. This is the case, when the advertisement can reach children even if it not aimed at children. Under-age people should not encounter advertisements that contain sexual impulses inappropriate to their age group or level of development, for example.

Despite this, an advertisement is not necessarily contrary to good practice, even if many people think that it is vulgar or that it rouses unfavorable images.

Following good practice of advertising also has implications for the societal responsibility of the corporation. A corporation respects common values and what it wants to communicate about its own values.

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