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?
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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.
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