Ethical issues in advertising - An Indian perspective

Advertisement is the process of communicating the most persuasive selling message possible, to the right potential consumer of products or services at the right time and place, at least possible cost. Advertisement acts as a communicating bridge between producer and consumer. With industrialization and expansion of market access, importance of advertising is steadily on the increase in modern society. Advertising, using media as its vehicle, is a pervasive, powerful force shaping attitudes and behavior in today's world. At times it goes beyond the traditional role of ‘fair and truthful’ information and portraits obscene, undesirable and unethical scenes giving a detrimental result especially on the young population of the society. The article have talked about the scope of advertising in India, includes the role of advertising in modern business world by indicating the Economic, Social and Psychological functions. The ethical aspect of Indian advertisement is extremely important for restoration of our Indian culture, norms, ethics and heritage. This article also talks about statutory regulations of such unethical advertisements and establishment of self regulatory body like ASCI to tackle the problem. But the most important problem lies in improper implementation of the laws.