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Advertising and Society: Ethics, Regulation, and Social Responsibility

Outline
Advertising and society Ethical issues in advertising Advertisings legal and regulatory environment Federal case law affecting advertising Advertising and the FTC Advertising and other regulatory agencies Social responsibility and self-regulation

Advertising and Social Responsibility


Ethical issues
Advocacy Accuracy Acquisitiveness

Is being ethical a problem?

Chapter 2: Advertising and Society

Social Responsibility
Public service announcements (PSAs)
Ad Council

Social marketing

Chapter 2: Advertising and Society

Six Key Issues in Advertising


Puffery Taste and advertising
Product categories and taste Current issues

Chapter 2: Advertising and Society

Six Key Issues in Advertising


Stereotyping in advertising
Women in advertisements Racial and ethnic stereotypes Senior citizens Gay and lesbian consumers

Advertising to children

Chapter 2: Advertising and Society

Six Key Issues in Advertising


Advertising controversial products
Tobacco Alcohol Gambling Prescription drugs

Subliminal advertising

Chapter 2: Advertising and Society

Federal Case Law Affecting Advertising


First Amendment case law Privacy case law developments: online advertising

Chapter 2: Advertising and Society

Advertising and the FTC


Federal Trade Commission (FTC)
Some FTC responsibilities
Deception Reasonable basis for claims Comparative advertising Endorsements Demonstrations

Chapter 2: Advertising and Society

Advertising and the FTC


FTC deceptive and unfair advertising remedies
Consent decrees Cease-and-desist orders Corrective advertising Substantiating advertising claims Consumer redress Hold the ad agency legally responsible
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Chapter 2: Advertising and Society

Advertising and Other Regulatory Agencies


Food and Drug Administration (FDA) Federal Communications Commission (FCC) Additional Federal Regulatory Agencies
U.S. Postal Service; Bureau of Alcohol, Tobacco, and Firearms; U.S. Patent Office; Library of Congress

Chapter 2: Advertising and Society

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Social Responsibility and Self-Regulation


Self-discipline Self-regulation: pure and co-opted
National Advertising Division of the Better Business Bureau (NAD) National Advertising Review Board (NARB)

Local regulation Media regulation and advertising


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