There are rights and there are wrongs. All those things which are wrong may not be necessarily illegal. We are therefore given an opportunity to realize what is ethical and what is unethical. Be it in the field of our profession or family life we have ethical standards to follow.

The main aim of advertising is to inform, persuade, reinforce, remind etc. Ethics is the most important feature of advertising. An ethical advertisement is the one which doesn’t lie, doesn’t make fake or false claims and is within the limit of decency.

Current advertisements are exaggerated and contain too much puffing to lure customers. Many advertisers don’t understand the principles and norms of ethical advertising. Thus the advertiser is not in a position to distinguish correct or wrong contents of the advertisement. Nowadays advertisers mainly focus on how to increase sales volume, demand of the product, and to attract customers. Advertisers use many techniques in order to attract customers. For example, in order to attract children they color the food which is not good for their health. They provide false information about product quality.

There are different aspects which are being ignored intentionally for the sake of financial greed. Advertisements of alcohol are shown through the film industry. These types of advertisements are totally unethical. Liquor advertisements are totally banned. Advertisements of cigarettes and tobacco product are banned too as the consumption of these products is responsible for cancer and several health issues.

Most advertisers are mainly focusing on increasing sales, the demand for their products, so they use different schemes and offers which may or may not be the truth.

Advertising in the 21st century has become more competitive and aggressive towards children. It is easy to manipulate the children. Companies are exploiting children as consumers just to maximise their profit.

Fast food commercials constantly advertise unhealthy meals that are high in sugar, fat, salt and calories for children. Usually women are portrayed as a product in advertisements where they tend to take the role of a helper or object.

In advertisements women have been portrayed as housewives, dependent on men and sex objects from an early age. Advertisements should portray the real picture of products or services.