The Most Socially Responsible Industry in America -- Advertising

The cornerstone principle that underscores all marketing is commercial free speech. When commercial messages for legal products are truthful and non-deceptive, marketers should be completely free to market their products and services unencumbered by government regulation – or the threat of such regulation.

I raise this point – at this particular moment in time – because of the outrageous attempts by Congress to vilify advertisers and marketers for many ills in American society. As noted by my colleague Dan Jaffe in his blog, Senators Harkin and Clinton bashed food marketers for undermining the health of our children by causing obesity. Representative Moran called for the restriction of ED ads. And Senator Grassley outlined provisions to eliminate the tax deductibility of prescription drug advertising.

I have no problems with politicians calling upon various industries to support initiatives that seek to improve the social well-being of all Americans. But I do have big problems when those calls threaten to impose governmental regulation and control -- particularly when the underlying issues are poorly supported by the facts.

I am particularly frustrated when the good work and socially responsible initiatives of our marketing industry go unrecognized and unappreciated – particularly by those grand standing in the political arena.

* Think of the great work done by the Advertising Council and its media partners who provide more than $1.5 Billion in donated media to educate the public on a variety of issues including drunk driving, seat belt usage and, of course, the well-being of children.

* Think of all of the great work done by the Partnership for Drug Free America and the enormous success it has had in curbing drug usage – particularly among teens and young adults.

* Think of all of the great work done by the Children’s Advertising Review Unit and the National Advertising Division of NARC – our self regulatory body -- to ensure truthful and non-deceptive advertising.

* Think of all of the great work done by the Family Friendly Programming Forum – the advertiser-sponsored group associated with the ANA that has successfully delivered outstanding prime time network programs so that parents and kids can watch television together.

* Think of all the great work done by the AAF, the 4A’s and the AEF to promote improved advertising and marketing education at our country’s higher institutions.

The marketing industry has done more than its share to contribute to the well being of people in America. Our industry’s social responsibility track record is second to none – and I encourage any and all politicians to take a fair and balanced look at the incredible good that we do.

All of us – the media, the agencies and our marketers -- should be very proud of the indelible contributions we have made -- and will continue to make – to American Society.

Comments

[Ralph D Blakeslee]

I don't know where to go to express my feelings to American television advertisers - I stumbled here by simply following promising links from Google.

As I watch TV and the horror unfolds on the Gulf coast, I am angry and bitter each time coverage is interrupted for an ad which is obscene, juxtaposed against this tragedy.

Please, advertisers, as a matter of social responsibility and simple humanity - suspend all your ads, continue to pay for them so the coverage can continue, and dedicate the coverage to America.

A fellow American.

[Darrin F.Coe, MA]

Bob,

I agree with you whole-heartedly. Advertising and marketing is part of the free, that is FREE, market economy and if what is being said is not illegal then the consumer must assume responsibility and if the consumer is a child then their parents are the responsible parties.

Advertisers get bombed for causing obesity, yet do we ever hear complaints about all the G.I. Joe dolls/action figures that could be addicting our children to violence?

Please, consumer beware -- stupid purchasing can lead to stupid results.

I'm aghast at the government's regulatory attempts, not because I believe all advertising is positive and wholesome but because I believe it's none of their freakin' business.

Consumers are not stupid and the ability to generate information and research on any given product is astronomical in today's plugged in society. The very simple fact of the matter is that consumers don't want to take responsibility for being irresponsible in their consumption.

Instead they chose to blame the manufacturer, the retailer, and/or the advertiser.

Let business do their job and allow for the process of self-regulation and the vast majority of what you get will be positive.

Darrin F. Coe, MA
Consumer Thinking.com
www.consumer-thinking.com
the Consumer Thinking Monthly, "The Most Value-laden Ezine on the Net."