Independent regulator, the Advertising Standards Authority (ASA) is set to increase its regulatory coverage on online marketing, limiting the freedom of online advertisers.
The innocent consumer
In a recent Marketing Week article, Richard Madden investigated a couple of expert-notions that consumers are great liars and adapt their approach to advertising to fit their own actions. The late, Leon Festinger, an American social psychologist, developed the Theory of Cognitive Dissonance, which supports Feldman’s assumptions in a way. According to Madden, the impact of theories like these on advertising suggests that there aren’t any lies in marketing.
Impressionable or venerable?
The latest Girlguiding UK survey, which conducts research on UK girls’ attitudes towards social, political and economic issues, unveiled saddening results.
The Impact of Media Images on Body Image and Behaviours report indicates that these adverts result in eating disorders and depression.
“Body dissatisfaction is a significant risk for physical health, mental health, and thus well-being,” the report stated.
Consumer groups and MPs raised concerns over marketers who use material online which would have been denied access on traditional media.
Kate Winslet, who won an Oscar for the Best Actress in Revolutionary Road, sued the Daily Mail after they printed lies about her fitness regime, and won.
Passing the blame
It is not fair to blame the marketing and media industries for social issues. The job of the ASA is to stop misleading, harmful or offensive advertising through complaints made about adverts.
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