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Advertising is a major revenue source for mass media Television networks newspapers radio stations and even Internet sites sell space to advertisers so they may promote their productservice to us the public We will be discussing the entity that regulates the work that is being portrayed and how the regulation affects the individuals buying power Another topic we will touch on is how advertisers use their skill to manipulate the minds of their younger audience Also some of the criticisms that the public has about how certain groups are portrayed will be discussed Finally each day new technology is created we will take a look how this will affect the advertisers presentation of their ads to the individual The advertising industry has no specific Code of Ethics or Code of Professional Conduct This is mainly due to the fact that advertising is an act of communication and communication is protected by the First Amendment So when other occupations can implement a Code that is enforceable by law any effort to enforce an ethical code for advertising would be a huge ordeal with freedom of speech guarantees The closest thing to an Advertising Code of Ethics is the Code of Advertising adopted by the Council of Better Business Bureaus CBBB That code applies to all Better Business Bureau members and is enforced through the CBBBs National Advertising Division NAD The consumer files a complaint with the NAD If enough complaints are received concerning a specific advertising campaign then NAD will then ask the advertiser to comply with the Code of Advertising and change the advertisement This is a way that the consumer can voice their concerns about advertising campaigns that they feel are offensive A classic example would be the complaints that were made against the Camel cigarette advertising campaign with Joe Camel Parents activists and psyche officials all agreed that the advertisements of the cartoon character smoking promoted cigarettes to a
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