Advertising Ethics: Towards a Stakeholder Approach

Abstract

Advertising ethics is a perineal issue which has been addressed in many different ways in the earlier studies published in leading research outlets. However, a comprehensive stakeholder-based view of advertising is the need of the hour. In this paper, the authors revisit the existing literature of advertising ethics that addresses the multiple issues such as advertising to vulnerable population, stereotyping, deception, ethical issues in online advertising, etc. "A conceptual framework for stakeholder approach to advertising has been proposed by the authors which can be a starting point for future research in advertising ethics that addresses the multiple stakeholders of the business of advertising (e.g. advertising professional, client, agency, regulatory bodies, etc.), the target audience of advertising, and the society.