Advertising Ethics
Introduction
Zoom session for college-level advertising or marcomm classes
INTEREST CATEGORY: TEACHING AND LEARNING, MARKETING COMMUNICATIONS
POSTING TYPE: Resources
Author: Jeffrey Richards
To Marketing Educators:
Ive been asked to pass along the following. Let me add my own endorsement, though, regarding both the Ad Ethics session offered by Wally Snyder AND the $25 ethics certification for students. Ive begun integrating both into my own advertising class. Wallys session, via Zoom, introduces students to current concerns about ethics, then I also require every student to do the certification. For just $25 each it puts them through a 2 – 3 hour course and gives them a certificate they can list on their resum矇s. And the certificate is good for 2 years. This is working very well.
– Jef Richards
A College-level Advertising Ethics session is now being conducted by Wally Snyder, Founder and Chair of the Institute for Advertising Ethics (IAE), and offered to you for your class. Last semester he conducted sessions as part of the advertising classes at Michigan State, Missouri, Illinois, and Howard Universities. IAE also offers the opportunity for its Certified Ethical Advertising Executive (CEAE) professional certification to be included in the universitys advertising curriculum.
Wallys ad ethics session presents why enhanced advertising ethics is essential in our new competitive digital marketplace where consumers expect to be treated truthfully and fairly, and where the building of trust is more important than ever. First, consumers now have what he calls Consumer Information Power. They have been given online access to the positive and negative actions of companies, and they respond by taking action positive and negative to the company, including purchase decisions and online comments. The course talks about how advertisers can and should respond by following certain ethical/legal principles. Second, that conduct also is, or should be, driven by feelings of wanting to do what is the right thing. Ethicists call this Ethics by Achievement, and it is ruled by our hearts. These two reasons for being ethical are complimentary and explored in the class session.
Then, there is a focus on the ethical dilemmas professionals are facing, including the need for transparency to build trust with their consumers and business partners. This includes the disclosures required by the government to qualify claims, distinguish advertising from editorial content, including on social media platforms, and disclosures as to whether those speaking in consumer endorsements, or as fashion influencers, have been paid. The current ethical and legal requirements for the collection and use of consumer data collected online also are discussed, including the impact of A.I. And the class emphasizes the need for treating children fairly and the importance of Diversity, Equity and Inclusiveness in advertising.
The session concludes with providing the tools for practicing enhanced ethics, including Principles and Practices, and how to encourage internal discussion and debate on ethical questions.
The session takes 40 minutes leaving time for questions from students.
It also is recommended that the Institutes Certified Ethical Advertising Executive (CEAE) professional certification be included in the college advertising curriculum, as is done currently at Michigan State, Arizona, and Missouri, where the students are charged $25 for their registration. This is FAR less than the $350 price normally charged to professionals. The CEAE is the only professional certification for this important advertising industry, providing the tools and teaching of practitioners on how to be a successful and ethical advertising executive. It prepares students for their interviews and careers.
For additional information contact Wally Snyder at wsnyder@iaethics.org.