Who Is Responsible? Institutions for Self-Control and the Spread of Problematic Online Advertising

Abstract

This article focuses on the “changing basis” of advertisings’ “responsibility” in the wake of new media and digitalization. The ethical concept of responsibility is usually defined as a four digit-relation: (1) Who is responsible (2) for what (3) toward whom or what – and (4) on the basis of which norm of judgment. Each of these relations will be shortly clarified and then related to or marked as changing circumstances in the advertising business. One of the main aspects of this article will be the question of who is responsible for potentially unethical advertisements and their circulation. It will be shown that the circle of responsible agents has extended as it not only includes the advertisers, the advertising agencies or their self-regulatory institutions, but also the everyday internet user. Hence internet users have to take more responsibility for their actions because they are not only users but also “produsers”: they communicate, exchange data, and spread advertisements.