Ethics in Advertising

At Adworkshop, we currently do not service the types of accounts which come to mind when discussing ethics in advertising. But even though our agency is not handling any alcohol, tobacco, condom, or pharmaceutical accounts, ethical advertising remains top of mind.

Ask any client if their product or service is better than their competitor and they're sure to say yes. Prod them a bit and they'll likely list a few things their competitor has which are actually better than their own. Is it therefore unethical to highlight your client's advantages and downplay (or avoid) their shortcomings? How should we make a clear path through this gray area, ultimately performing our duties as advertisers, namely to inform and persuade? Welcome to the world of ethics in advertising.

"Cherish forever what makes you unique."

It is the advertiser's responsibility to dig in, uncover, and then highlight the unique differentiator of the product or service we are called upon to promote. This is no easy task, and a Creative Brief is essential for navigating the course. Once the key selling point is hashed out, it's time to crank out ideas. The trick is creating advertising which stands out, without over promising. "Puffery" (harmless, obviously absurd exaggerations which no one in their right mind would take seriously, for example a gecko selling insurance) is a legal method of grabbing attention and entertaining. But puffery is not intended to mislead or offend.

"Burned once, twice shy."

If you remember nothing else about ethics in advertising, remember this: there's no better way to lose customer trust and loyalty than with advertising which is unable to deliver on its claims. No one likes to be lied to, and one dissatisfied customer can wreak havoc on a company as their frustrations spreads across social networks.

"The truth will set you free."

A recent Adweek Media/Harris Poll shows that only one in five Americans trust advertising most of the time and 13% say they never trust it. So with all the corruption, competition and distrust out there, how should our New York marketing agency best service its clients? Take the high road! Honest advertising will ultimately lead to greater customer satisfaction, customer loyalty, and higher profit margins.