ABSTRACT
Now that I have covered why ad ethics is important to the consumer and to our professionals, and the ethical dilemmas now being faced, this concluding chapter details how we can inspire and achieve the practice of enhanced ad ethics. In writing it I am indebted to advertising professionals who have explained the inner-workings and pressures found in the competitive businesses that make up the advertising world. This has been important because the role of this book is to serve as both an ethical discussion and a pragmatic guideline as to how to practice and achieve enhanced ethics. I begin with the importance of the business culture.
