3- Advertising Ethics

 

Advertising Expectations versus Reality

In today's world, people are bombarded with countless advertisements every single day, whether it be through social media, on television, or on billboards lining the streets. Pretty much every single product that Americans consume has some kind of advertisement that is intended to cater to a specific group that could be interested in purchasing it. While many advertising tactics are incredibly effective, it is extremely important to maintain ethical boundaries. 

Ethical advertising is product marketing that is honest and transparent while promoting the well-being of customers. Establishing ethical advertising methods boosts customer satisfaction because what they see is what they get. Customers tend to respect brands that are honest and reliable over companies that push unrealistic expectations in order to draw in sales. According to The Media Ant Some of the most important ways to remain ethical while advertising are to avoid misleading claims, avoid harmful stereotypes and discrimination, and respect the privacy of consumers. 

Despite the benefits of ethical advertising, there are several companies that employ unethical methods in order to promote their products. 

McDonald's 

Fast-food companies are notorious for providing unrealistic expectations through their commercials. Take this image of a McDonald's Big Mac for example. The image on the left was taken from an advertisement produced by McDonald's, while the picture to the right is a hamburger purchased from a McDonald's location. Not only does the burger look smaller, it is not nearly as solid and visually appealing. Although their advertisements do bring in customers, the decrease in product quality compared to what was marketed has greatly decreased the public's trust in their product.

Starbucks

Starbucks is another prominent addition to the list of false advertisers due to misinformation surrounding the recipes of their refreshers. One of their most popular drinks, the Mango Dragonfruit Refresher presents the idea that it includes both Mango and Dragonfruit in its recipe due to its name, but that may not be the case. According to CNN, several locations have been accused of using other ingredients, such as grape juice extract as a substitute. These claims later caused a class-action lawsuit in 2023 in which this issue was addressed alongside several of Starbucks's other drinks such as the Pineapple Passionfruit Refresher and the Strawberry Acai Lemonade Refresher. 

Patagonia

While many brands fall under the umbrella of unethical advertising, whether intentional or not, there are still several companies that maintain a high level of integrity within their advertising. One such company is Patagonia.

One of Patagonia's most popular advertising campaigns is its "Don't Buy This Jacket" campaign from 2011. These ads both supported the company and invited customers to consider the effects of overconsumption on the environment. This marketing strategy was both honest and mindful of the environment while securing the brand's name in the minds of the public. 

While there are many advertising methods that are extremely effective, remaining ethical is of even more importance. It is extremely important to not deceive consumers into purchasing products that look better than reality or that contain false ingredients. When ethical marketing methods are put into place, consumer safety is truly demonstrated as a priority and companies can establish credibility.