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ABSTRACT
This article presents the case to advertising professionals for the need to enhance advertising ethics in order to build consumer trust in the company and its brands. It cites research showing that consumers do not trust advertising much of the time. key ethical concerns are discussed, including children's advertising, the blurring of advertising with news and entertainment, and behavioral advertising. In the end, it is the responsibility of the ad professionals to resolve ethical concerns proactively, and they must be encouraged to do so from the top down, and given clear permission to express their concerns.
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Vol 51 Issue 3
