Unethical Advertising

1063 Words5 Pages
Advertising in 21st century has become more exaggerated and manipulated (Raut, 2017). The main purpose of advertising is to inform consumers about goods and services that are offered by the businesses. It is supposed to have positive influence on customers’ decision making by providing them a wide range of useful information (Stucki-McCormick, 2014). However, the advertising, nowadays annoys and irritates the public in many ways (Burnett, Moriarty & Wells, 1998). Indeed, advertising becomes misleading and biased and even tell lies to the society. Due to the negative changes of adverting, the concern about ethics in advertising draws attention from global community, including New Zealand (NZ). NZ constrains the unethical advertising under the Fair Trading Act 1986. According to the Act, NZ ban deceptive and false description about goods and services. Advertisements with misleading information about the price, quantity and quality of goods and services are considered as a breach of the Act (Commerce Commission NZ, 2015). Although the misconduct of advertising is stated clearly in the Act, businesses in NZ seem to neglect the regulation. A number of organizations are fined by the Commerce Commission due to misleading advertising and breach the Act. One of the biggest scandal is Vodafone’s misleading advertising in 2012 in which the company was fined up to $960,000 (Commerce Commission New Zealand, 2012). This essay will analyse the case study of Vodafone’s marketing based on
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