Social ethical and legal aspects of advertising in india
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Advertising plays two broad roles in the socio-economic landscape of a
country. At an economic level, advertising stimulates demand, educates
consumers about new products, increases competition and improves standards
of living by helping to bring new products to the consumer.^ At a social level,
advertising plays upon, derives from and contributes to the social texture of a
country. Advertising mirrors society and society mirrors advertising. Several
social changes are brought about or aided by advertising. Advertising creates
role models who can, in turn, create societal change. Above all these, there are
lots of other factors such as cultural, ethical and regulatory aspects of advertising.
In a developing country like India, these questions are asked even more
loudly, at times leading to regulatory action - like the ban on infant cereal
advertising over television. While these issues persist, advertising is also used to
sell the concept of family planning and other social service messages. How can
one protect oneself from AIDS? How can one prevent and eradicate polio with
the Pulse Polio campaign?
Advertising also helps promote several social causes. If used prudently.
Regulatory authorities and, more importantly, self-regulatory authorities have
started playing a more important role in helping advertising stay within the
boundaries of what is ethically, morally correct.
Shocking, disgusting, and revolting' were the three austere words used by
Supreme Court of India^ while describing the 'surrogate' advertising approach
used by the political parities for political mudslinging during Lok Sabha elections
- 2004. On April 1, 2004 the apex court banned telecast of all political
advertisements which offended 'morality, decency, and religious susceptibility' of
viewers and asked Election Commission of India to monitor ail political
advertisements. However, a couple of days before the apex court passed its
judgment, the Indian Broadcasting Federation (IBF) passed its own 'self-
regulation' and decided to refrain fro airing advertisements containing personal
attacks on political parities or leaders. All major channels decided to accept the
self-regulation guidelines framed by IBF.
country. At an economic level, advertising stimulates demand, educates
consumers about new products, increases competition and improves standards
of living by helping to bring new products to the consumer.^ At a social level,
advertising plays upon, derives from and contributes to the social texture of a
country. Advertising mirrors society and society mirrors advertising. Several
social changes are brought about or aided by advertising. Advertising creates
role models who can, in turn, create societal change. Above all these, there are
lots of other factors such as cultural, ethical and regulatory aspects of advertising.
In a developing country like India, these questions are asked even more
loudly, at times leading to regulatory action - like the ban on infant cereal
advertising over television. While these issues persist, advertising is also used to
sell the concept of family planning and other social service messages. How can
one protect oneself from AIDS? How can one prevent and eradicate polio with
the Pulse Polio campaign?
Advertising also helps promote several social causes. If used prudently.
Regulatory authorities and, more importantly, self-regulatory authorities have
started playing a more important role in helping advertising stay within the
boundaries of what is ethically, morally correct.
Shocking, disgusting, and revolting' were the three austere words used by
Supreme Court of India^ while describing the 'surrogate' advertising approach
used by the political parities for political mudslinging during Lok Sabha elections
- 2004. On April 1, 2004 the apex court banned telecast of all political
advertisements which offended 'morality, decency, and religious susceptibility' of
viewers and asked Election Commission of India to monitor ail political
advertisements. However, a couple of days before the apex court passed its
judgment, the Indian Broadcasting Federation (IBF) passed its own 'self-
regulation' and decided to refrain fro airing advertisements containing personal
attacks on political parities or leaders. All major channels decided to accept the
self-regulation guidelines framed by IBF.
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