ADVERTISING CODE OF ETHICS

 A.


Bayan Telecommunicaions Inc., (2006)


For a campaign in 2006, BayanTel released a billboard depicting a woman presumably caught in sexual ecstasy.


A sexual innuendo to claim that their services are satisfaction guaranteed. A woman appears to be in sexual pleasure. A telecommunications company that aimed to gain more DSL subscribers- the presentation is edgy. 


Brands have traditionally used the guise of sexual innuendos to influence shopping decisions, aside from underwear-clad models. “Sex sells.”


The advertising was strongly condemned for its overtly sexual nature in their well-intentioned attempt to emphasize the trustworthiness of their services. The company eventually replaced the ad with a picture of a happy youngster eating ice cream, with the slogan "Satisfaction Guarantee" still visible.


VIOLATION:


ARTICLE IV ADVERTISING CODE OF ETHICS 


Section 1. PRESENTATION 


4. Profanity, obscenity and vulgarity, or presentations which are offensive to contemporary standards of decency or morals, shall not be allowed, even when understood only by a part of the audience.


5. Indecent exposure of the human body shall not be allowed. Some exposure of the human body may be allowed in advertisements when in good taste and relevant to the product or service being advertised, the situation being portrayed or the audience being addressed. However, suggestive portrayals shall not be allowed. 


6. Advertisements should not depict or exploit persons as sex objects and should not carry any sexual double entendres.


SOLUTION:


Appropriate and exact presentations can be portrayed in different stories or topics which can be eye-catching than producing and releasing edgy ads and paying a sum imposed as punishment for an offense. Thus, satisfaction can be found everywhere which can be in a less sexual context. However, the branding made a noise which is their agenda, and eventually changed its presentation of satisfaction guaranteed. 



REF:

https://www.spot.ph/newsfeatures/51324/10-ads-that-created-controversy



B. 



LBC’s “Spelling Bee” Commercial (2009).




In 2009, the Department of Education protested that this seemingly harmless three-part commercial featuring "Spelling Bee" host Edu Manzano was pushing pupils to utilize incorrect spelling.


Manzano is seen in the commercial telling three young children how to spell "remittance," "affordable," and "immediate." When they answer LBC (Luzon Brokerage Corporation) instead of the correct spelling, he congratulates them. The corporation quickly apologized and took down the ad.


After receiving a letter of protest from the Department of Education, Javier Mantecon, marketing director of delivery and remittance business LBC, claimed he had instructed their advertising agency to stop showing the LBC TV ad.


LBC, according to Mantecon, "supports the education of Filipino youngsters and highly recognizes the Department of Education's efforts to raise educational standards in the country."


The LBC commercial had kids competing in a spelling bee, spelling the terms "remittance," "affordable," and "immediate" as "L-B-C."


The Department of Education had previously urged LBC Express Inc. to change a television commercial that had allegedly elicited "negative public reaction for delivering a false message."


DepEd Secretary Lapus noted in a letter to LBC president Santiago Araneta that there are other positive techniques that may be employed to boost firm recognition. In his letter, Lapus stated that "the manner adopted in this particular LBC commercial may have unforeseen harmful implications on the education of young televiewers."


The DepEd head sent letters to both the president of LBC and the chairperson of the ADBOARD regarding the concern.


VIOLATIONS:


ARTICLE IV ADVERTISING CODE OF ETHICS 

Section 1. PRESENTATION 


1. Claims of product and service properties or characteristics should be clearly presented and should not, in the guise of creativity, be confusingly or misleadingly distorted or exaggerated in the light of the product’s or service’s market.


13. Advertisements incorporating a test or demonstration of a product or service property or characteristics must clearly, fairly, factually, and accurately present the test or demonstration confirming the claimed product or service property or characteristic. Any test or demonstration may be used only if it directly proves the claimed product or service property or characteristics. 


SOLUTION:


LBC could do better than this, Edu Manzano can simply say or emphasize the characteristics to its clients about their service, than using students which are misspelling words to justify its context. LBC can prove the quality of their service in a rightful manner and educate its viewers as well, mentioning that mass media has a great influence on the minds of the young. 



REF: https://youtu.be/CucPpCqGupI


As a communication student, how can you advocate ethical practices of social media to refute misleading and untruthful campaigns?


Social media is now an educational tool with the use of freedom of expression and with justice. Nowadays, political views and memes, they are creative, catchy, and loud and are rampant that give color in social media platforms. Showcasing information to discredit every candidate. Also, social media is now a source of current issues, wherein as a viewer-user-reader should investigate and read more. Gullible netizens and noisy trolls are scattered in every corner of social media, and this is a never-ending battle for implicit biases and lazy consciousness. Since social media is highly accessible, students should post a piece of factual information to convey truthful and accurate content -to debate, to correct, to demonstrate fluency in engaging with verified information. Research and inquiries are free, why not maximize their usage? Political memes are strong to catch attention and create noise, directing its agenda. As a communication student and active user, why not post with sense and do what is right? Advocacy is a lifestyle, not just a principle in life. 


There's so much stuff which deviates from your morals that you can observe and see randomly on your social media. Before there was a saying that flaunting what on social media is just 10% of you, but today due to people’s dependency, the algorithms shown on your social media represents your personality.


Gone are the days wherein social media serves as an entertainment purpose. If you choose a content which just entertains you, when you can both educate and entertain, why not do both and it’s free. Why would you choose to be a victim of unverified information from an unknown source? When you should be informed and educated about. 



Your post should comfort the disturbed and disturb the comfortable. Kung ikaw mulat ka na sa katotohanan at nasasaksihan mo ang nangyayari sa kapaligiran mo, kasalanan mo na kung pumikit ka pa. 

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