Ethics in Advertising Continued

Posted by Rahna on August 28, 2008 under Strategy | Be the First to Comment

I had a discussion recently with someone from an advertising agency regarding choosing the accounts that one would or wouldn’t work on.  The gentleman said, “I don’t think we can be picky about the work that comes to us.”  This agency does mostly on-line work, including websites, social media campaigns and on-line advertising campaigns.  I explained that I chose not to work on the “sins” (tobacco, alchohol, gambling) or medical advertising.  I have definitely lost business by choosing not to work on these various categories, but truly, my heart would not be in the work.  It wouldn’t be fair to the Client, and frankly, I couldn’t do it.

The leader of this agency reminded me that I forgot about “Sex,” which it had not occurred to me to mention (given my recent trip to Las Vegas, how could I have forgotten?!).  I suppose there is a lot of money to be made in on-line advertising of the flesh, but what this conversation reminded me of was this: There are so many different degrees of ethics.

I worked for Texaco, highlighting America’s love affair with the car in Havoline Motor Oil advertising.  I suppose there are those who would not work for an oil company due to their environmental stance. 

The question is this: Where does a marketer draw the line on having his values drive his business decisions?  For me, the moral compass is ever-present.  I got into huge arguments with my husband about why I wouldn’t advertise on Imus or Howard Stern, despite the great ratings.  Did I miss out?  Did I do the right thing by the shareholders?

What do you think?