Ethics in Advertising: What ethical responsibilities do advertisers have toward consumers?

By Ryla Raj

Advertising is the practice and techniques employed to bring attention to a product or service. Businesses may use celebrities, colorful images, statistics and more to help do this. Advertising, also known as a form of communication, plays an integral role in shaping our modern economy. It is an effective way to reach current and potential consumers all over the world through various media. Advertisers not only aim to influence and persuade consumers to purchase goods and services, but they also influence societal norms, values, and behaviors. Therefore, the ethical responsibilities of advertisers and what they display are critical and align with consumer well-being and broader moral values. The objective of this article was to analyze the impact of advertising on consumers, more specifically in regards to ethics.

Advertising serves many purposes, such as creating awareness, educating customers, as well as promoting the encouragement of purchasing goods and services. Overall, advertising is a highly influential form that has increased in popularity over time due to the ‘era of mass communication’. This shift occurred due to the profound changes in the 20th century, primarily driven by the unprecedented growth of global industrial production, as well as the emergence of more sophisticated methods for creating and distributing advertisements, e.g., multicolor printing, digital radio, television, etc. Through these different means, advertisements can also build emotional connections between consumers and brands, sometimes shaping opinions and reinforcing particular beliefs. However, certain advertisements can also manipulate emotions and distort reality.

As advertisements become more persuasive and advanced, ad creators are becoming less responsible in limiting the risk of deception, psychological harm, as well as evaluating how consumer needs, desires and vulnerabilities are being affected. 

One of the main ethical duties of advertisers is transparency, limiting the risk of deception. This is one of the most crucial elements of ethical advertising, as providing accurate information about a product or service is crucial, and helping consumers make informed decisions based on facts rather than false propaganda. Misleading claims and the use of deceptive tactics often harm consumers, reducing customer loyalty, causing long-lasting negative consequences for a brand. Advertisers must ensure that their claims have some validity, ensuring that no consumers are misled. False advertising, whether through exaggeration or misrepresentation of vital information or fabricated statistics, undermines consumer trust, causing an unfair marketplace, as well as potentially promoting legal action and financial penalties.

Ethical advertisers must also be aware not to exploit vulnerable groups of consumers, whether it may be children, elderly individuals, those with low self-esteem or mental health challenges, as they are more susceptible to manipulation. For instance, targeting the elderly with misleading product endorsements or preying on individuals' insecurities through marketing tactics can often lead to unethical outcomes affecting the consumer and the brand reputation. Responsible advertising must priorities its consumers' well-being over increasing a consumer base for the brand, hence why their tactics should be transparent, honest, and fair, ensuring that messages do not mislead or take advantage of consumers' vulnerabilities. 

Overall, companies must use ethical advertising to priorities the well-being of their consumers rather than the potential profit to be earned. Ethics and advertising are essential to maintaining consumer loyalty and trust and ensuring fair business practices. Both the advertisers and the companies have a responsibility to promote the products honestly, avoiding misleading claims and refraining from exploiting vulnerable groups of consumers. Ultimately, ethical advertising benefits not only consumers but also large franchises, fostering long-term brand loyalty and a more responsible marketplace.

Bibliography : 

Jitvaan. “7 Ethics in Advertising | It’s Importance and Effectiveness.” The Media Ant, 27 May 2025, www.themediaant.com/blog/ethics-in-advertising.

Osei-Hwere, Enyonam, and Patrick Osei-Hwere. “The Influence of Advertising.” Media Communication, Convergence and Literacy, oer.pressbooks.pub/mediacommunication/chapter/the-influence-of-advertising/?utm_source=chatgpt.com.

Wikipedia contributors. “Mass Communication.” Wikipedia, 26 May 2025, en.wikipedia.org/wiki/Mass_communication?utm_source=chatgpt.com.

Zhao, Jin, et al. “Untying the Influence of Advertisements on Consumers Buying Behavior and Brand Loyalty Through Brand Awareness: The Moderating Role of Perceived Quality.” Frontiers in Psychology, vol. 12, Jan. 2022, doi:10.3389/fpsyg.2021.803348.

Jitvaan. “7 Ethics in Advertising | It’s Importance and Effectiveness.” The Media Ant, 27 May 2025, www.themediaant.com/blog/ethics-in-advertising/?utm_source=chatgpt.com.

Talimonchuk, Taras. “Transparency in Advertising: The Importance of Being Honest and Clear in Marketing Communications.” Claspo.io, 19 May 2025, claspo.io/blog/transparency-in-advertising-the-importance-of-being-honest-and-clear-in-marketing-communications/?utm_source=chatgpt.com.