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Given the dynamic change and radical transformation of the advertising industry, we interviewed industry and academic leaders to seek their perspectives on the current state of advertising ethics. We also analyzed advertising agency Web sites, reviewed advertising textbooks, and surveyed the academic literature. We distinguish the ethics of the advertising message from the ethics of the advertising agency business. New and perplexing ethical issues related to advertising messages have emerged with the advent and growth of new and nontraditional media. Because of the more complex organizational structures of global communication agency networks, the temptations, risks, and rewards of unethical behavior in the business of advertising are greater than ever. We recommend that both industry and academia become more proactive, individually and in consultation with one another, in dealing with ethical problems and in setting norms.
Drumwright et al. (2009) studied this question.