Ethics and Regulation are “hot” words in the advertising industry, they refer to regulating content and the way they talk to people. As of march 1st 2011 The Uk code of non-broadcast advertising expanded to include online, relating to misleading advertising, the protection of children and social responsibility. The CAP code can be found at http://www.cap.org.uk/The-Codes/CAP-Code.aspx.
Ethics are important to any company as they need to rely on consumers having trust in their brand so that the can therefore be loyal. If a brand has any negative publicity regarding ethics or social responsibility then they are likely to see it affect their brands status and customer following. They will also be very unlikely to attract any new customers. Now that online advertising has become increasingly popular, companies also have to worry about everything they do in their online adverts but also on their Facebook and Twitter pages.
Social media can be a good way to gain brand awareness for charities, there are many ways in which they can do this, by having a page where people can donate to a cause, having an intereactive application where you do something which will raise or donate money or just by having a pag to make people aware of what the cause does.
The website , http://www.squidoo.com/top10facebookcharityapps has compiled a list of the top 10 charity applications on Facebook and each one has different ways which people can get involved with donating or raising money for the cause.
I personally think that social media can be a good way to advertise your brand but you need to make sure you are ethical and show you know your consumers and can relate to them. However, I don’t think that brands that use a “world disaster” to gain publicity for their brand are very ethical with using online media, for example with the search engine Bing, asking people to retweet a message with their name in, saying they will donate money to the Japan Tsunami appeal everytime someone does, on Twitter.
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