ABSTRACT
This chapter recounting of some of the charges leveled against advertising, and an exploration of the research into possible answers. As with public relations, we cannot assume that advertising is unethical by nature. Advertising is a much-studied industry. Much of that research is related to the effectiveness of advertising and is industry-generated; however, a fair amount of research is given over to ethics. Recent research has also begun to focus on such topics as advertising on the Internet and the effects of direct-to-consumer (DTC) advertising, especially pharmaceuticals. The chapter highlights that advertising is not inherently unethical any more than public relations or journalism. It contributes to the culture in which we live, both by reflecting it and by contributing to it. The indispensable guarantors of ethically correct behavior by the advertising industry are the well formed and responsible consciences of advertising professionals themselves.
