the literature review below, a comprehensive discussion on the different aspect of ethics and its influence on advertising for healthcare segment has been stated, which will assist the readers in getting a glimpse of the control that ethical advertising has on healthcare segment. 2. Literature Review 2.1 Influence of Ethics in Advertising Advertisements influence the thought process of the people and modify their outlook and behavior for the environment around them and the world. Therefore, moral principles, which are better known to be ethics, should be taught and understood by the advertisers, so that they can positively deliver the message that they intend to transmit. Ethics in advertising involves certain moral principles that have crucial role. The moral principle mainly emphasize on truthfulness, social dignity and responsibility of human beings. Truthfulness or honesty is the first characteristics that every advertisement must possess. Misrepresentation of information or exaggeration should be strictly avoided. On the other hand, human dignity should not be harmed through advertisement, through criticism that violates rights or involves discriminations on any grounds. Ethics is just the starting point in advertising. The ethical decisions that are taken by the advertisers are generally complex and it includes steering through a moral maze of contradictory forces. When advertisements are developed by marketers, contradictions are apparent between cost and ethics, strategy and ethics or effectiveness and ethics. It is the obligation of the advertiser or the advertising professional to have an absolute knowledge of the industry standards, so that tactics can be executed without barring the industry norms. In these situations, aspects like personal judgment and...
According to a customer, advertising is a way by which marketers can demonstrate about their product and lure them to buy it. However, advertising is not mere a lure game. It goes beyond just showing what is there to be sold. It is a serious business, which might cost lives of customers if not ethically done. In this research paper, the focus was on exploring the influence of ethics in advertising in healthcare marketing. Healthcare marketing involves promoting medicines, healthcare service by hospital and physicians, etc. Ethics is the most significant characteristics in advertising, but in healthcare segment, it is further important because it involves well-being of humans and animals too.
Every country has their set of regulations and code of ethics for advertising, marketing or promotion. However, innumerable cases of misrepresentation, unethical practice, exaggeration, false claims, etc reveal that there are loop hole in codes of ethics which are being taken advantage of. There are no restrictions on freedom of speech or expression in any country, but it would be recommended that stricter laws for advertisement selection or broadcasting on television or online platforms.