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Oversight in Advertising: Legal and Ethical Regulations

This overview highlights the importance of legal and ethical oversight in advertising. It distinguishes between legal compliance, which consists of laws set by government entities, and ethical practices that aim for higher standards. The avenues for oversight include government regulations, self-regulation by independent bodies, and consumer protection measures. Key aspects include federal and provincial laws that govern advertising standards, particularly in industries like alcohol and food. As David Ogilvy famously noted, misleading consumers can lead to significant consequences.

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Oversight in Advertising: Legal and Ethical Regulations

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  1. ADVERTISING:Regulation

  2. LAWS AND ETHICS Two forms of oversight are: LEGAL What the law allows ETHICAL What we SHOULD do Ethics are usually the higher standard Violations of ethical principles results in laws

  3. Avenues for Oversight • GOVERNMENT REGULATION: • [pass and enforce laws] • SELF-REGULATON: • Independent bodies [set standards] • Media companies [to accept ads] • OTHER: • Buyer Recourse [“caveat emptor”]

  4. Government Regulation • Federal laws • Canadian Code of Advertising Standards • Alcohol • Food and Drugs • Provincial laws • Alcohol Regulations • Credit and Loan Disclosures • Unfair Trade Practices Act

  5. Advertising Standards Canada2001 Complaints 161 Upheld 321 To Council 833 Pursued 1164 Complaints

  6. Quote of the day If you tell lies about a product you will be found out – either by the government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time. • David Ogilvy (Ogilvy & Mather)

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