ETHICS IN ADVERTISING DECISION-MAKING - IMPLICATIONS FOR REDUCING THE INCIDENCE OF DECEPTIVE ADVERTISING

A survey of 206 advertising professionals assessed the relative influence of four factors (ethics, legal considerations, business considerations, and anticipated approval of management/peers) on decision-making about advertising content and policy. Most professionals were influenced only by legal considerations; ethics exerted a relatively minor role. Age and length of professional experience were related to the factor that exerted the dominant influence on an individual's decisionmaking. Those who were youngest and had least professional experience were most influenced by business considerations. Professionals who were slightly older with slightly more experience were most influenced by legal considerations. Finally, those professionals who were the oldest and had the most experience were primarily influenced by ethical considerations. The results are used as basis for identifying specific actions in professional training, advertising agency management, and advertising regulation which have potential to reduce the incidence of deceptive advertising.