According to a notice published by Federal Trade Commission (FTC) (2007) explaining how policy regarding to advertising substantiation should be applied. Essay type Research . Practicing ethics in marketing means deliberately applying standards of fairness, or moral rights and wrongs, to marketing decision making, behavior, and practice in the organization. ETHICAL ISSUES IN MARKETING COMMUNICATION 2 Ethics in our context involves matters of right and wrong, or moral, conduct pertaining to any aspect of marketing communications 3. Ethics determine the acceptable behaviors within a society and the overall behaviors of a business. Examples of this range from sexism to racism and can often trigger a backlash from a company's target market. These misleading marketing techniques often catch the eye of the Federal Trade Commission, which seeks to protect consumers from false advertising. The main ethical issues in advertising are puffery, bad taste, stereotyping, targeting children, promoting unhealthy products and subliminal advertising. On the other hand, telling consumers your product has 25 percent fewer calories than your competitor’s is perfectly ethical if it’s true. BUSINESS ETHICS IN MARKETING COMMUNICATION Seungho Cho, Soong-sil University ABSTRACT The current research investigates how marketing professionals perceive an ethical issue of viral marketing and what factors are associated with their moral judgment on an ethical problem of a power blogger. The current research investigates how marketing professionals perceive an ethical issue of viral marketing and what factors are associated with their moral judgment on an ethical problem of a power blogger. The ethics in marketing is manifested at different levels: 1. from the point of view of the consumer / buyer, which means offering the right value (in terms of quality, function, utility and If you are a blogger and are taking money to endorse, write about or link to a product, service or company, in most cases, you must reveal that. Commercials sometimes make items look more stylish or more effective, show farms or green fields on the packaging of highly processed foods, or use terms such as "pure" or "natural" when the product actually contains preservatives. For example, if you tell consumers your product will last 12 to 18 months longer than a competitor’s product with no proof, you have breached your ethical responsibilities. #1: Moral Marketing Compass: This is especially important in economic downturns, when unethical practices become tempting.#2: Win-win Marketing: The focus on customer value will increase company value.#3: Keeps marketing legal: Reduces the risk of cutting corners and turning a blind eye.#4: Goodwill: Goodwill and strong reputation among clients and associates are the benefits which companies cannot afford to overlook. Advertorials, native advertising, sponsored content, paid links and other forms of "pay-for-play" content must be disclosed, based on content platforms' requirements (such as Google's terms of service) or the U.S. Federal Trade Commission's guidelines for native advertising. What it does do, though, is put your company’s viability at risk. The first mission of the IAE is to educate industry professionals about the importance of truthful, ethical advertising. The core values are honesty, responsibility, fairness, respect, transparency, and citizenship. Stereotyping in marketing can leave people feeling insecure about themselves or a specific classification or minority group with which they are labeled. Nevertheless everyone must have an ethical base that applies to conduct in the business world and in personal life (Fam and Grohs, 2007; Carrigan et al., 2005; Dyers, 1982). Although food items may appear fresh, many ingredients are present in such small quantities that they are not listed. Ethics is a journey, not a destination ’, as the business! Then it depends on one ’ s used various stakeholder groups designed to... These misleading marketing can leave people feeling insecure about themselves or a specific classification minority! The business enterprise ’ t a strategy ; it ’ s used sometimes communication! 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