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Perceptions about the advertising industry tend to reek of negativity, distrust and skepticism. In fact, a 2007 Gallup poll revealed 42% of Americans believe the industry has “low” or “very low” ethical standards. No new news there, but still… yeowch.
At its core, advertising’s purpose is to persuade consumers to buy certain products/services. Yes, companies should aim to set themselves apart and convince consumers their product is best, but is it necessary to “play dirty” in order to do so? No consumer wants to be scammed, fooled or lured, so shouldn’t there be boundaries set to keep deceptive advertisers in line?
According to the Associated Press, professionals at University of Missouri’s Reynolds Journal Institute think so, and are working to create the Institute for Advertising Ethics. They hope to develop a standard code of ethics, recognize companies that are getting it right, and examine the effects of social media in the ad industry.
Leaders of this effort hope to bring advertising back to its heart — honest communication with the consumer. Skeptics say it will be impossible to eliminate unethical practices altogether, but perhaps this effort will help even out the odds for consumers. What do you think? Does the industry need the IAE, and will its establishment make a difference?
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