Contents 1 Ethics in Online Advertising 1.1 Ethical issues in Online Advertising 1.2 Ethical guideline 1.3 Related Organizations 1.4 Related Articles 1.5 References

Ethics in Online Advertising

Ethics is a system of moral principles, rules of conduct that a society develops over time (Siegal 2004, 117). For ethics is about the study of what is right and wrong, good and bad. In particularly, important aspects of ethical inquiry involve the study of professional activities (Strauss, El-ansary, Frost 2003, 115). Ethics in marketing term, relates to moral action, conduct, motive, and character that also means professionally right or befitting, conforming to professional standards of conduct (AMA 2005). In the perspective of online advertising, for the professional practitioner, that is the marketers, ethics concerns the values in their qualified practices when they carry out advertising activities through the new media. This includes all activities or exchanges marketers conducted in the Internet environment.

Ethical issues in Online Advertising

Siegal (2004) claim that the speed of internet communication, its reach, relative anonymity and low cost tempt some to engage in questionable behaviours that maybe unethical. Particularly he draws out five issues of concern in view of Internet marketing. They are:

1. Online consumer research
   • Ease of collection of consumer information online post threats on consumers concern about online privacy.
2. Marketing of professionals
   • Ease of professionals market themselves online put themselves in conflict with the stated ethics of their profession.
3. Marketing to children and other vulnerable groups
   • Online hard sell advertising to children and other vulnerable groups is unethical and in some cases illegal due to their unable to accurately judgment on the differences between advertising and entertainment.
4. Marketing restricted products
   • Companies using online marketing tactics designed to appeal to teens and promote their products like alcohol and tobacco.
5. Unsolicited commercials email or Spam
   • Distribute in the form of bulk email that sometimes could used to commit fraud.

Ethical guideline

It is important for marketers to rethink on their marketing activities that were to be conducted online is that ethical or non ethical. Significantly, marketers could use the four possible frameworks that Hofacker (2001) suggest to rethink on the ethics of marketing on internet. The four frameworks are:

1. Utilitarian approach
   • Looking for decision alternative that produces the greatest good for the mass consumers.
2. Prima Facie duties framework
   • This framework uses the assumption that there is a set of duties to constitute inherent moral obligations. Telling the truth for example is one of some of the duties point out.
3. Proportionality framework
   • Reflect on the intention, the means and the ends of decision.
4. Social justice framework
   • Inquire marketers to judge on action based on a neutral point of view, mentally avoiding any conflicts of interest by maintaining a strict attitude of justice.

Related Organizations

For online advertising, there is also a set of ethical principles to set rules of conduct for the marketing practices on marketing activities and marketing exchanges that are conducted online. Professional organizations here develop these ethics codes that members must adhere to or face sanctions (Siegal 2004, 119). Putting integrity to marketers’ professional practices and confidence to internet users, a number of organizations were formed. The main objective for these organizations foundation is protects and promotes the well-being of advertising. Under their Ethical principals, key rules of conduct covers aspect areas on truth, substantiation, comparisons, bait advertising, guarantees and warranties, price claims, testimonials and taste and decency (AAF 2005). Below is the list of organizations that adopts and sets advertising ethics and principles to their members of the same objectives.

• American Advertising Federation

• American Marketing Association

• The Association of Internet Researchers

• Electronic Retailing Association

• Interactive Advertising Bureau

• Canadian Marketing Association

Related Articles

• Ethical Norms and Values For Marketers

References

Siegal, C. 2004. Internet Marketing: Foundations and Applications. “Online Ethics and Privacy�?. 117 – 127. Boston: Houghton Mifflin Company. ISBN 0618150439

Strauss, J., E. Adel and F. Raymond. 2003. E-Marketing – Ethical and Legal Issues. 112 – 141. 3rd ed. New Jersey: Prentice Hall. ISBN: 0130497576

Hofacker, C. F. 2001. Internet Marketing – Chapter 17: Legal and Ethical Issues. 131 – 135. 3rd Edition. USA: John Wiley & Sons, Inc. ISBN 0471390518

American Marketing Association. 2005. Marketing Power Inc on-line. Professional associations information website. www.marketingpower.com (accessed on October 15, 2005).

American Advertising Association. 2005. American Advertising Association on-line. Trade association website. www.aaf.org (accessed on October 15).

Sishi Foo 20:37, 27 Oct 2005 (EST)