Ethical Dimensions of Advertisement

12 Pages Posted: 24 Sep 2009

See all articles by Tania Maitra

Tania Maitra

The West Bengal National University of Juridical Sciences

Date Written: September 23, 2009


Advertisement is the process of communicating the most persuasive selling message possible, to the right potential consumer of products or services at the right time and place, at least possible cost. Advertisement acts as a communicating bridge between producer and consumer. With industrialization and expansion of market access, importance of advertising is steadily on the increase in modern society. Advertising, using media as its vehicle, is a pervasive, powerful force shaping attitudes and behavior in today's world. At times it goes beyond the traditional role of ‘fair and truthful’ information and portraits obscene, undesirable and unethical scenes giving a detrimental result especially on the young population of the society. The article have talked about various types of unethical advertisements like advertisements with obscenity and sexual overtone, endorsed by children, surrogate advertising, subliminal advertisements, false and misleading advertisements etc. The ethical aspect of Indian advertisement is extremely important for restoration of our Indian culture, norms, ethics and heritage. This article also talks about statutory prohibition and regulations of such unethical advertisements and establishment of self regulatory body like ASCI to tackle the problem. But the most important problem lies in improper implementation of the laws.

Keywords: ethics in advertisement, ASCI, morality in communication

JEL Classification: K, L82

Suggested Citation

Maitra, Tania, Ethical Dimensions of Advertisement (September 23, 2009). Available at SSRN: or

Tania Maitra (Contact Author)

The West Bengal National University of Juridical Sciences ( email )

12, LB Block, Sector III
Salt Lake City
Kolkata, West Bengal 700 064

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