According to what methodological assumptions should ethics principles shaping advertising activity on the Internet be developed?
Certain principles of the ethics of advertising on the Internet should be developed, recognized and applied by companies, internet technology concerns operating in advertising. The principles of ethics in the conduct of marketing activities, including the implementation of specific advertising campaigns, the creation of specific advertising instruments should be developed taking into account the expectations of consumers of the products and services advertised.
The application of ethics in advertising through online technology companies operating in advertising should lead to improvement of the standards of advertising campaigns carried out, including to improve the image of both advertising companies conducting specific advertising campaigns on the Internet and improving the image of other entities involved in marketing.
Therefore, also producers and service providers of advertised products and services may also notice an increase in financial revenues resulting from the increase in sales of the advertised offer in a situation where the receipt of advertisements, specific spots, films, banner ads will improve from the point of view of the costumers.
In addition, the principles of ethics in advertising should reduce the risk of producing advertising spots with banners and advertising films that will be negatively perceived by consumers that will contain content that is inappropriate, unethical, violating the principles of good taste, defined moral and social, cultural, etc. canons.
Do you agree with me on the above matter?
In the context of the above issues, I am asking you the following question:
According to what methodological assumptions should ethics principles shaping advertising activity on the Internet be developed?
Please reply
I invite you to the discussion
Thank you very much
Best wishes
Privacy... Antón, A. I., Earp, J. B., & Young, J. D. (2010). How internet users' privacy concerns have evolved since 2002. IEEE Security & Privacy, 8(1), 21-27.
The Pontifical Council for Social Communications and its predecessor bodies have published several statements on topics connected with social communications. In the context of advertising but for general purposes of illumination too, it is surely relevant and informative to first read Ethics in Communication, dated June 2, 2000. (See http://www.vatican.va/roman_curia/pontifical_councils/pccs/documents/rc_pc_pccs_doc_20000530_ethics-communications_en.html .) Citing, "But despite their immense power, the means of communication are, and will remain, only media—that is to say: instruments, tools, available for both good and evil uses. The choice is ours. The media do not call for a new ethic; they call for the application of established principles to new circumstances." Next, in direct relation to this query, one might read the Pontifical Council for Social Communications' earlier publication on February 22, 1997 of Ethics in Advertising. (See http://www.vatican.va/roman_curia/pontifical_councils/pccs/documents/rc_pc_pccs_doc_22021997_ethics-in-ad_en.html.) Citing, "[A]dvertisers—that is, those who commission, prepare, or disseminate advertising—are morally responsible for what they seek to move people to do; and this is a responsibility also shared by publishers, broadcasting executives, and others in the communications world, as well as by those who give commercial or political endorsements, to the extent that they are involved in the advertising process." The statement then identifies three moral principles of particular relevance to advertising: truthfulness, the dignity of the human person, and social responsibility.
There is a need for a universal regulator, or some special body for this.
Privacy... Antón, A. I., Earp, J. B., & Young, J. D. (2010). How internet users' privacy concerns have evolved since 2002. IEEE Security & Privacy, 8(1), 21-27.
Information about regulation of Internet marketing to children ... Austin, M. J., & Reed, M. L. (1999). Targeting children online: Internet advertising ethics issues. Journal of Consumer Marketing.
Targeting multicultural consumers...James, J. P., Lee, K. K., Zhang, M., & Williams, J. D. (2017). Ethics and policy issues for internet advertising: Targeting multicultural consumers in the digital marketing era. Journal of Management Policy and Practice, 18(4).
Shockvertising... Drumwright, M. E., & Murphy, P. E. (2009). The current state of advertising ethics: Industry and academic perspectives. Journal of Advertising, 38(1), 83-108.
Targeting and obtrusiveness...Goldfarb, A., & Tucker, C. (2011). Online display advertising: Targeting and obtrusiveness. Marketing Science, 30(3), 389-404.
Dear D A Gayan Nayanajith, Thank you very much for participating in the discussion and for answering the question: Ethics principles shaping advertising activities on the Internet? You raised important issues in the context of the ethics of Internet marketing. Thank you very much for the links to the articles and the proposed scientific papers on this important issue of internet marketing and the ethical standards used. Thank you for your participation and your valuable valuable contribution to our discussion. I am glad to be able to develop scientific cooperation on this interesting and important issue. Best wishes, All the best, Stay healthy!
Have a nice day,
Dariusz Prokopowicz
In the period of the SARS-CoV-2 (Covid-19) coronavirus pandemic, the scale of online commerce as well as online settlements and payments increased. As a result, the importance of internet marketing has also increased, i.e. mainly in new internet media, including social networks. Viral marketing and Real-Time Marketing are developing especially on these internet portals. On the other hand, consumers, users of certain portals and websites, before purchasing certain products and / or services, read the opinions of other Internet users who describe their experiences with the purchase and use of specific products and / or services on online forums and social networks. In this way, thanks to the Internet, the scale of information asymmetry between producers, service providers, sellers and consumers is reduced. however, despite the decreasing asymmetry of information and increasing the competitiveness of offers, it is still the issue of the reliability of information provided on specific websites, the reliable information provided by producers and service providers on production technologies, etc., the issue of corporate social responsibility and business ethics is particularly important for customers, citizens, but also in the context of effectively operating highly competitive market structures. Therefore, the issue of meeting high ethical standards in internet marketing is also important, including marketing targeted at citizens in reliable information advertising campaigns. For example, if in an advertising campaign a company suggests that its mission is to achieve the goals of sustainable development and co-create a green circular economy, it should actually be so, but not always this type of message addressed to potential customers is factually correct. If the information message addressed to customers during the advertising campaign is not consistent with the facts, i.e. it is deliberately misleading customers, then it is an unethical marketing activity.
Regards,
Dariusz Prokopowicz
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