White Paper: In Advertising, Reputation Matters

The advertising industry in the region has entered a stage where effective self-regulation and responsible advertising are critical. In March of this year, the US Federal Trade Commission filed a detailed complaint about misleading advertising and a lawsuit against Volkswagen, alleging that it deceived consumers with its “Diesel Clean” campaign and sought to compensate Americans who died between the ends of 2008. And purchased or leased a vehicle in late 2008. 2015. The lawsuit would become the biggest case of misleading advertising in the commission’s history.

A few weeks later, candy giant Mars Food announces it will launch a new labeling system in the UK, advising consumers to only occasionally eat products with fat, salt, and sugar. It was a movement designed to promote healthy eating habits ​​as part of a five-year initiative that will also see Mars revamp its UK product range and many of its most popular foods.

The two cases represent the two extremes of the ethical advertising spectrum. They also reveal the accountability relationship between government legislation and self-regulation. On the one hand, the kind of misleading messages and false claims about products only reinforce the public’s contempt for the ads and brands that affect them. On the other hand, an attempt to be truly accountable to the company and reflect a growing movement towards honest and fair conduct and communication in business.