Responsible Ads: A Workable Ideal
Journal of Business Ethics · 2009 · Volume 87 · Issue 2
DOI: 10.1007/s10551-008-9879-9
Abstract
Although the societal advantages of responsible advertising are self-evident, no detailed vision of responsible ads exists. Without this vision, stakeholders have no framework for identifying, preventing, and remedying non-conforming ads. To address this problem, the four basic properties of responsible ads – consistent with an everyday-language, business-oriented definition of responsibility and the assumption that ads are not inherently bad – are posited. Then, the best milieu for creating such ads is identified.
Keywords
advertising ethics, responsible advertising, properties of responsible ads, philosophical analysis
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