Advertising ethics to children in India: A study of marketers' approach and parents' expectation

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Kandasamy, Nikesh
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The aim of the research is to evaluate the impact of the current advertising ethics to children on brands and parents’ expectations. The researcher has used a qualitative research method by interviewing ten brand marketers who have the knowledge of Indian advertising landscape to understand their views on the ethical practices currently being following in the industry. The interviews were semi-structured in nature and narrative research design was carried out. The analyses showed that Indian marketers had basic awareness about advertising ethics to be followed in an organisation and most of them are not following any of it when it comes to advertising to children. This research proposes businesses to develop their own ethical advertising guidelines on top of the laws of Indian government, as well as to conduct compliance assessments on a regular basis.