Agency Practitioners’ Perspective On Advertising Ethics In Ghana

ABSTRACT This study sought to investigate how some advertising practitioners in Ghana conceptualized ethical guides by the Advertising Association of Ghana (AAG) and applied them to their daily work-related activities. The study focused on knowledge levels of agency practitioners regarding the ethical guides, their ethical dilemmas and how they resolved them. The study was underpinned by the utilitarian ethical principle, categorical imperative and the golden mean theory. Data was obtained from 10 key advertising practitioners from four (4) advertising agencies in Ghana using semi-structured in-depth interviews. A thematic analysis of findings revealed that, the advertising practitioners had limited knowledge of Ghana’s advertising code of ethics. The practitioners’ major challenge was revealed to be the issue of difficult clients, who had little care for the ethical guides. In resolving ethical dilemmas, the practitioners did not consult the code of ethics for direction but rather operated from the utilitarian perspective. That is, they gave in to the demands of clients in order to maximize profit rather than adhering to the ethical codes. The study recommends that, the Advertising Association of Ghana should engage in more awareness raising and professional development activities for its members and the public at large. As a way of motivating practitioners to hold higher the ethical standards, the Advertising Association of Ghana can also expand its award scheme to include ethical advertising. Practitioners should also operate from the categorical imperative perspective and thus make an effort to fulfil their moral duty in accordance with Ghana’s advertising code of ethics. Keywords: advertising, practitioners, ethics, perspective, advertisers and Advertising Association of Ghana (AAG).