Advertising Code of American Business was prepared to make
American advertising business organized, systematic and disciplined by American
Advertizing Federation (AAF) and Association of Better Bureaus International.
It had nine major points which focuses on the fact that advertisement should be
truthful and it should not impact people negatively. It also ensures that the
advertisers and agencies should censor the advertisement by AAF before
publishing. Other points highlighted by the code art; ads that could harm moral
betterment and goodwill should not be published, the words, illustrations and
artwork used in advertisement should not have obscenity but should be original.
Moreover, advertisement should not defame other products. Advertisements should
not be presented aggressively. It has also provisioned that guarantee and
warranty of the product should be clearly stated, identity and details of the
guarantor should be mentioned clearly, price of the product should be stated
clearly, no exaggeration or baseless claim should be done.
In Nepalese context, Journalists Code of Conduct 2060 has
Advertisement should not be used or presented as news. Criticism of any news cannot
be shown via advertisement. Likewise one media organization should not
criticize the news and advertisement by another media organization.
According to C.S. Rayudu, ”Advertising should be so designed
as to form not only to the laws but also the moral aesthetic and religious sentiment
of the country in which it is published.” He further says that advertising
should be truthful, it should avoid distorting facts and misleading the public
by means of implications and omissions.
According to Shreeram Khanal, 2060, Advertisement should not
mislead people. It should consider communication norms. Qualities of the
product, place of availability, price, procedure of getting prizes, should be
clearly stated. Advertising agencies, advertisers, media houses need to
understand the facts that credible, attractive, message oriented, meaningful
and non vulgar advertisement should be prepared. Advertisement should not be
like defaming people’s prestige and products image. Advertisements made with
defamatory and obscene intention are against codes of ethics. Likewise, to imitate
others, to copy trademark or corporate logo, to use other’s slogans also fall
under the breach of advertising code of ethics.
Codes of ethics for Advertising professionals:
1.Should not advertise against nation’s welfare
2.Should not go against existing Nepalese law,
rules and order
3.
Should not misuse judicial procedure
4.
Should protect and promote public welfare while
advertising. Should not act to jeopardize good conduct, public norms and
values.
5. Always try to maintain prestige of business and
businesspersons. 6. Should not misuse own political status in business activities
7. Should settle the problem related to business lawfully
through talks
8. Should keep business transparent by collecting
and maintaining record of service charge transparently.
9. Should create healthy competition and discourage
any ill, unhealthy and immoral competition due to greed of money and post for
the welfare of advertising professionals.
10. Should maintain good relationship with media.
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