Ethical Principles in Advertising Research: Best Practices and Guidelines

1. The Ethics of Advertising Research

2. Purpose • To promote understanding of the ethical principles and practices in advertising research

3. Ethics Defined • The moral principles and values that govern the actions and decisions of the advertising researcher

4. Ethical Principles in Research • Autonomy • Respect for the values and decisions of the researcher • Nonmaleficence • Not intentionally inflicting harm to another person • Beneficence • The obligation to remove existing harms and to confer benefits on others

5. Ways The Principles are Exercised – Participant Rights • Informed consent/disclosure • What is being asked from participants • How long will it take • What will be done with the data • Voluntary-nature disclosure • Duration of participant commitment

6. Ways Principles Apply to Researchers • Participant Rights • Withdrawing from study • Avoiding participant mistreatment • Minimize deception • Ensure confidentiality of responses • Right to privacy disclosure • Special considerations: CHILDREN

7. Research on Children • Child’s rights above all else • Absolutely NO physical or psychological harm • Coercion must be avoided • Written consent must come from the primary guardian

8. Ways Principles Extend to Clients • Recommending appropriate research • Maintaining confidentiality/proprietary standards • Presentation of findings should be straightforward, non-misleading • Disclosure and prior approval of project changes

9. Ways Principles Extend to Research Suppliers • Calls for supplier bids/proposals must be genuine • Bid process should not be a cover for “idea plagiarism” • False promises to get a lower price

10. Ways Principles Extend to Society • Complete reporting of data and findings • Proper interpretation of findings • Data reported should adhere to sound, objective standards • Research should not be a front for something else