ISSN 2277 4211 : IIM Journal

Vol. 1, No. 1, July-December2012

ETHICAL DIMENSION OF INDIAN ADVERTISING

Rajeshwari Panigrahi*
Abstract
Media of social communication has profound influence is established fact.
Advertising using media as a vehicle is a pervasive powerful force shaping
attitudes and behaviours of those who are exposed to it. Media is found to be
playing an important role by influencing purchase decisions. There are many
dimensions of advertising which are criticized by authors and termed as unethical
practices but, there is no legal provision to cease such unethical contents in
advertising. Ethics in advertising is a cause of concern for everyone who is
exposed to ads. This study is an attempt to identify the unethical dimensions of
advertising in India and the related legal provisions, necessitating required
modifications in the law to curb unethical practices. This paper is a study of
various cases of advertising in India and the ASCI prescribed common code of
conduct principles vis-a-vis the extent to which the code of conduct is adhered
by corporate in India. The study was conducted during the period of July to
September 2011.
Key word : Ethics in Advertising, Corporate Culture, Advertising Dimensions,
Athical Dimensions

Introduction
India has the largest middle class population in the world. With a GDP growth rate
of about 8%.It is the 2nd fastest growing economy after china. In the terms of purchasing
power parity India is among the top four of the world and is ranked the worlds 12th
largest economy. The size of the economy provides a huge untapped market and growth
opportunities for both national and international companies operating here in the FMCG,
Durables and the services sector. Most of these companies are highly successful in
terms of profit, sales revenue, Market share and overall growth. However, there are
concerns about the values, ethics and social responsibility these companies place in
their quest for maximisation of profits. The competition and craving to retain the market
share is necessitating communication and advertising is the most preferred media for
doing so. The issues of marketing practices and ethics and social Responsibility are
considered to be contradictions almost an oxymoron to most people. ( Sudeep Chatterjee)
Communications strategy plays a prominent role by carrying the messages of the
marketer to the consumer and helps in positioning the product .So it is apparent that

* Associate Professor, GITAM Institute of Management, GITAM University

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Ethical Dimension of Indian Advertising

communication has a major impact on building a positive brand image in the minds of
the consumer. The communication mix comprises of five elements namely advertising
publicity personal selling sales promotion and direct marketing. Advertising is a non
personal form of paid communication; its influence is long and steady and thus, has
fallen under criticisms. (Bovee, 1992) advertising is a very important tool used by
corporate to build the brand and also is an art of persuasion especially used to influence
thinking of the consumer and ultimately purchase decision in favour of the advertiser.
Consumption is an obvious objective in an economy driven by consumer spending.
(CNN, 10/6/08) Advertisements urge people to better define themselves and seek
satisfaction in the products they purchase and use.
There are few legal restrictions on advertising claims and the exception is
advertisements directed towards children which has fostered self regulating organisations
like Childrens Advertising Review Unit ( CARU ).CARU evaluates all advertisements
and promotional material directed towards children in terms of truthfulness accuracy
and consistency. Burger king Mc Donalds and NBC has taken active measures to
eliminate advertising of those food products which are harmful for children. With the
pitch of the ethical advertising getting louder In India also around 240 individuals
and50- 60 Industry leaders have pledged to create ethical advertising. Industry
representatives under the banner of Advertising standards council of India ( ASCI )
pledged to sensitise younger advertising professionals about creating responsible
campaigns. Followed by Coca Cola, Hindustan Unilever, Nestle, Pepsico, Kellogs
and General Mills Voluntarily Changing their food advertising for children (Times of
India 2011).
Advertising benefits both the business and the consumer. Advertising informs the
consumers about the product and helps them in making informed choices and assists
business in selling their products which means advertising indentifies a buyer for the
seller and vice- versa. While carrying out this responsibility advertising has been in the
vortex of controversy of many ills it brings to the society like, encouraging materialism
and consumption, stereotyping, encouraging consumption, taking advantage of children
manipulating behaviour using sex appeal and on the whole contribute to the downfall
of the social system. (Panchali Das)
As an influencing tool with the power of persuasiveness advertisements are subject
to criticisms and controversy. Much of the controversies stems for the way marketers
use it as a selling tool irrespective of its influence on societies tastes, values and life
styles ( Ergin.A, Ozdemir.H 2007).
Ethical Issues in advertising are very hard to determine with various parameters
which are in place like Legal, Social, and Personal .An extensive review of the literature
is used to identify the parameters besides the law of the land in India.

Review of Literature
Research on advertising ethics continues to be a preferred research topic .The
previous research articles examine various dimensions of ethicality in advertisements
with persuasive appeals (Crisp, 1987; Hyman and Tansey, 1990), exploitative appeals
(LaTour and Zahra, 1989,Tansey, Hayman and Brown). Others examine the ethicality
of advertisements with stereotyped actors (Peterson, 1992; Green, 1993), questionable

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products such as cigarettes, alcoholic beverages (Pomeroy, Castellano, Becker, Johnson,

and Brown 1992; Zinkhan et al. 1989),Professional services (Bullard and Snizek 1988;
Mangold 1987; Stafford 1988). Some other articles focus on the ethicality of targeting
advertisements to children Kinsey, 1987) and to other subgroups such as the elderly
(Peterson, 1992).
Marketers face criticism because of their activities which harm consumers like
deceptive practices, high pressure selling, high prices, shoddy or unsafe products,
planned obsolescence, and poor service to disadvantaged consumers.(Sudipta Chaterjee)
Hyman, Tansey and Clark identify 33 prime topics for those researchers who plan
to focus their efforts on advertising ethics. The seven most important topics out of this
list include(1) use of Deception in ads,( 2) Advertising to children, (3) tobacco
advertising,( 4) alcoholic beverage ads, (5) Negative political advertising,( 6) Racial
stereotyping, and (7) Sexual stereotyping.
Previous studies on advertising regulation have primarily focused on deception:
Ivan L. Preston (1987), Gary J. Gaeth and Timothy B. Heath (1987), John Liefeld and
Louise A. Heslop (1985),James D. Gill and Sanford Grossbart (1985); materiality :Jef
I. Richards and Ivan L. Preston (1992);puffery:Michael A. Kamins and Lawrence J.
Marks (1987), Gerald A. Schorin, Bruce G.Vanden Bergh, and Keith Adler (1984),
Gary Kurzbard and Lawrence C. Soley (1984), Bruce G.
Vanden Bergh, Dean M. Krugman, and Michael B. Salwen (1983).Advertising to
children for the products which are not aimed to them (Vijay Menon 1997,Geetha
Ramesheshan)
It is identified from the review of the literature that Exploitative appeals, stereotyped
actors, advertising harmful products like alcohol and cigarettes, advertising professional
services, targeting advertisements to children, racial stereotyping and sexual
stereotyping, stereotyped actors are some of the factors considered to be unethical. In
this paper an attempt is made to identify specific cases in Indian context and then
examine them from the legal point of view. This will enable the legal system to strengthen
its foothold and take necessary action when there is any such case and save the society
from the impact these ads.

Research Problem
A consumer is literally bombarded with advertisements in his day to day life.
Advertisements intend to give product information to the consumer but, the problem
pertaining to this is the way it is presented and the type of product advertised. Irrespective
of the segment, the advertisement is aired and is being viewed by everyone and the
impact of some ads can be socially disastrous. Thus, examining ethics in advertisements
will give a direction to advertisers towards the content used in advertisements.

Objectives of the study

1.

The paper conceptually examines the meaning of social responsibility and the
unethical dimensions used in advertising vis-a-vis the content, theme, portrayal
of children and women in the advertising.

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Ethical Dimension of Indian Advertising

2.

Identify various issues termed as unethical through case studies and its ethicality
in terms of code of conduct defined by ASCI.

Methodology
This paper entails examination of certain cases thus, depends on secondary sources
of information.

Limitations
With the difficulty in quantifying ethics this study lacks data interpretation.

CaseI

Exploitative Appeals in Indian Adver tisements.

(Fair and Lovely) by HUL
The growth of fairness creams market shows the impact advertisement can have
on the perception of consumers and the way it influences the consumer purchase decision.
The ads in the advertisement show that a modern Indian woman are independent and
dont have to live with her dark skin. The market expansion has gone to the extent that
those creams also have male version trying to influence male consumers. In a
commercial a man impresses a beautiful woman after he uses the Male version of fair
and lovely .Other marketers are also not far behind with Garnier and Emami are also
in the competitors list of marketers of fairness creams. The growing number of global
cosmetics and skin care companies are expanding their product lines and advertising
budgets in India targeting at the growth of disposable income of Indian women. A
common thread involves creams and soaps that lighten the skin tone or else helping in
preventing signs of aging. Loreal ,Ponds, Garnier,Avon, Lakme,Olay and the market
leader HUL,s Fair and Lovely with a annual increase in sales by 15 to 20 percent. In its
packaging itself Fair and lovely shows a dark skinned unhappy women morphing into
a light skinned smiling one. Once focused its advertising on the problems a dark
skinned women might face like not getting a better opportunity at the carrier front or
might face finding romance. The use of the cream portrayed women finding a place in
the profession usually held by men like announcer at cricket matches. Fair and Lovely
the power of Beauty was the tagline of the company. Though the lightening creams
have drawn significant criticisms on various fronts like they are unsavoury and reinforce
dangerous prejudices. Dermatologists say that overuse of skin lightening crmes damage
the skin the hydroquinone content in the composition reduces melanin but permanent
dark spots in high doses. The ads conveying messages like a women not getting married
or wont get promoted if she is not fair is a case of using exploitative appeals used in
Indian advertising. Such massage conveyed by HUL is demeaning, unethical and against
the code of conduct lay by ASCI.

The ASCI Code

1.

Advertisements must be truthful All descriptions, claims and comparisons which

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relate to matters of objectively ascertainable fact should be capable of

substantiation. This is a case of emotional exploitative appeals used in Indian
advertisement.
Where advertising claims are expressly stated to be based on or supported by
independent research or assessment, the source and date of this should be indicated
in the advertisement.

CaseII

Racial Stereo Types in Indian Adver tising.

The Indian lemon drink LMN, produced by the Parle Agro Corporation, has a
blatantly racist subtext in its TV advertising that shows two Africans digging in the
sand for water. When they spot a tap nearby, they wrench it off and start using it as a
shovel.
Another spot, for BPs Castrol engine oil, shows two young Indian men being
magically transported from place to place: a beach, a lion-infested jungle and a
cauldron being carried by smiling African cannibals.
The Castrol ad is for contests that can take winners to South Africa for the World
Cup, and Coca-Cola is an official sponsor of the event, which aims to showcase Africa
in a new light. It speaks to Indian society, long the subject of British Empire stereotyping,
as it struggles to adapt to the cultural challenges of its status as an emerging power in
a globalized world economy. These ads are subject to criticism by certain people
where one African student accused Indian companies and like Coca-Cola of Airing
racist commercials on television that portrayed Africans as primitive savages. Some
even say that such commercials would not be shown in America. Which proves a weak
legal system in India and companies are blatantly not following any code of conduct
laid so far?

The ASCI Code

1.

No advertisement shall be permitted which: Derides any race, caste, colour,

creed or nationality.

CaseIII

Sexual stereotypes in Indian Adver tising

The Advertisements aired especially in TV in India clearly shows the gender roles
and stereotypes of Women. Women are portrayed and as object to add beauty to the
advertisements. Dream Girl image is one of the favourites of Indian advertisers for
example in a soap ad a girl watches her mother using the soap and thinks I too want to
be as beautiful as mummy. This reinforces societys image of the ideal women as most
often Indian ads are found linking feminity with beauty. Women are shown as
housewives, shopping for groceries, caring for children or cooking in the kitchen.

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Ethical Dimension of Indian Advertising

They act as representatives for domestic consumer products becoming exciting over
cleaning quality of a detergent powder or the energy giving qualities of a health drink.
The common topics of conversation in commercials for women involve beauty
products hygiene and recipes on the other hand men are shown as bread winners whose
wives are preparing exotic dinner for them when they return from office. The Indian
version of sex stereotyping would show women as docile submissive sacrificing
sentimental superstitious and incapable of rational action, their primary duty being
wives, companions and devoted mothers. Numerous advertisements like Axe, Closeup, and fair & Lovely have portrayed women as hollow beings and measure their
worth through skin tones, Body weight, beauty quotient and the like, showing women
in poor light and pushing the image of women to the brink. Stereotyping of women is
a widespread phenomenon in Indian media extending beyond the realm of marketing.
There are a few product categories which frequently use taboo subjects as an advertising
strategy e.g. perfumes, chocolates, cars and trendy clothing. In most of these cases,
oblique references to eroticism and sex are perhaps one of the most common strategies
used.
Scores of advertisements of brands including Axe, Close up, Fair and Lovely,
have blatantly resorted to showing women in poor light - pushing the image of women
to the brink. Advertising visuals have objectified women to the extent of portraying
women as a mere sum of their body parts, denigrating their intelligence and individuality.
The advertisements make girls and women feel inadequate if they do not conform to
the image projected in the advertisements. Stereotyping of women is a widespread
phenomenon in the Indian media extending beyond the realm of marketing. The typical
stereotypes include the naive/dependant housewife whose sole purpose is to keep her
husband/kids/in-laws happy, the unmarried girl whose existence can only be validated
by a suitable marriage and the village belle who has no means of livelihood and is a
burden on her family. There are a few product categories which frequently use taboo
subjects as an advertising strategy e.g. perfumes, chocolates, cars and trendy clothing.
In most of these cases, oblique references to eroticism and sex are perhaps one of the
most common strategies used. Here lies the danger of crossing the fine line between
utilizing artistic freedom of the advertiser for making an impact over the audience and
honouring sensibilities of the society. Importantly the correlation between the use of
sexual innuendos in the advertising and its impact on the sales isnt clearly established.

The ASCI Code

Government of India has enacted the Indecent Representation of Women
(Prohibition) Act, 1986 to prohibit indecent representation of women through
advertisements. The National Commission of Women (NCW) has suggested amendments
to the 24 year old act, to tackle cases where the act has not been able to guarantee
justice. One of them is the imposition of penalty under the Prohibition of Indecent
Representation of Women and Children Act, 2008. The NCW has suggested imposing
fines of Rs. 10,000 for first conviction and Rs. 50,000 to Rs.10, 00,000 for second
conviction.
The industry body responsible for imposing regulations in advertising is the
Advertising Standards Council of India (ASCI). It is concerned with safeguarding the

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interests of the customers through monitoring and guiding the advertisements; and by
disallowing advertisements which are deemed as indecent, vulgar and repulsive based
on the accepted standards of decency. However, the intended self-regulation has been
ineffective due to the lack of enthusiasm amongst advertisers towards regulation. More
than 100 major advertisers are still not a part of ASCI, a careful measure to escape
censorship.
Though steps have been taken to uphold the rights of gender equality in the
advertising context; the laws and the regulatory bodies have not been able to enforce
the rights in an effective and concerted manner. Major reason for the failure is the lack
of initiatives from the authorities, the industry regulatory bodies and the corporate at
large.

CaseIV

Adver tisement targeting to children

Most food advertising on childrens TV shows is for fast foods, soft drinks, candy,
bubble gums & pre-sweetened cereals. Fast food chains spend more than 3 billion
dollars a year on advertising, much of it aimed at children. To directly target children,
the fast food industry uses different modes like giving away of free toy or a cartoon
character or game. Mc Donalds happy meal is a way to keep the kids hooked when
they display the toys that will come next and children have the pester power to convince
their parents to get the same. Nestles Maggi in one of its noodle ads shows children
playing football there is a lady playing with them the add conveys that the lady is a
mother puts lots effort to make children eat but Maggi is an option which children like
and eat with fun on screen appears is naturally contains protein and energy.

The ASCI Code

ASCI seems to have taken this fairly seriously and believes that once its code is in
place, consumers will not face irresponsible food or beverage advertising on nutritional
content in food without being backed by scientific data.
Findings

1.
2.
3.
4.
5.
6.

The paper clearly shows that majority of the ads are demeaning vis-a vis
the content, theme, portrayal of women and children.
Advertisements are found to be unethical and against social responsibility
violating the law and code of conduct.
There is code of conduct (ASCI) in place but most of the Indian
advertisements violate the code of conduct.
Majority of the companies are violating the law shows that ASCI are
ineffective in implementation of the code of conduct.
The Legal frame work in India needs to be further strengthened.
Self Regulation is found missing with the corporate.

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Ethical Dimension of Indian Advertising

Conclusion
With Globalisation and liberalisation India witnessed lots of products in various
categories flooding the market. This competition in the market is demanding marketing
communication and thus, advertising especially television plays a very important role
.Cut throat competition is leading to false claims and demeaning use of themes models
and messages in advertisement which demands a regulatory authority. ASCI is a
governing body and has laid the rules for advertisements is found ineffective .Majority
of the ads in India are found to be breaking the common code of conduct and needs
strict implementation practices.
Besides Ethical dimension and Common code of conduct showing a dismal picture
there are organisations which have made a bench mark meeting the ethical standards
which depicts their organisation culture. TATAs have always been meeting such
standards not only in their business practices but also advertising standards. Even in
the present era where cut throat competition and profit are the only organisational
objectives and for the sake of gaining the market share most of the big brands and
organisations are found violating ethical standards, Tata as a company have created a
niche by adhering to ethical standards. Tata steel advertisements ad campaign in
1990s we make people we also make steel is one of those ads which depicts a steel
company that embraced its local community, Subsequent ad of Tata Steel Value is
stronger than steel further establishes the moral values and organisational culture of
the steel maker. The Corporate ad of the company showing a campaign of its Hotel
group uses the punch line Expressing India to the world shows the corporate loyalty
towards the country, Tata Tea Jago Rey ad campaign also is on the similar lines
portraying the ethics and morals for the society. For TCS the corporate ad has lines
Certainty in expression, Certainty in humanity, Certainty in delivery, quality, Value
,Performance and more, come experience the certainty is the message which the
company gives to the world showing its corporate standards. The messages in the ads
of company clearly show the organisational culture as whole and its devotion towards
the society and the country. Thus, it can be concluded that ethics is a part of the
organisational culture and no matter how competitive the world is a corporate adhering
to ethical standards can always sustain in the long run.

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