• Advertising Standards Council Code of Ethics
• DTI Consumer Protection Guidelines
• Kotler, P., & Armstrong, G. (2020). Principles of Marketing
• Belch, G., & Belch, M. (2021). Advertising and Promotion
Module Title:
Effective Advertising and Its Legal Environment
Module Overview:
This module explores the principles of effective advertising and the legal regulations
that govern advertising practices. It aims to help learners understand how to create
persuasive, ethical advertisements while complying with relevant laws and
regulations to avoid legal consequences and protect consumer rights.
Learning Objectives:
By the end of this module, students will be able to:
1. Identify the characteristics of effective advertising.
2. Analyze different advertising strategies and techniques.
3. Explain the legal and ethical standards in advertising.
4. Identify key regulatory bodies overseeing advertising.
5. Evaluate case studies involving advertising disputes or violations.
Lesson 1: Principles of Effective Advertising
Key Elements of Effective Advertising:
1. Clarity of Message: Simple, focused messages are easier to understand and
remember.
2. Audience Targeting: Understanding the demographics, psychographics, and
behaviors of the intended audience.
3. Creative Appeal: Using emotion, humor, fear, or logic to persuade.
4. Call to Action (CTA): Encouraging immediate response (e.g., “Buy Now,”
“Call Today”).
5. Consistency: Across platforms and over time.
6. Relevance and Timing: Aligning ads with consumer needs and current
e
events.
7. Visual and Verbal Harmony: Matching imagery with the tone and content
of the message.
Advertising Media:
• Print (newspapers, magazines)
• Broadcast (TV, radio)
• Digital (social media, websites)
• Outdoor (billboards, transit ads)
• Direct marketing (emails, flyers)
Lesson 2: The Legal Environment of Advertising
Why Legal Regulations Matter:
• Protect consumers from misleading or harmful advertisements
• Ensure fair competition among businesses
• Prevent exploitation and discrimination
Common Legal Issues in Advertising:
• False or Misleading Claims
• Deceptive Pricing
• Unsubstantiated Health or Performance Claims
• Use of Endorsements/Testimonies
• Comparative Advertising
• Use of Copyrighted/Trademarked Materials
Lesson 3: Regulatory Framework
Key Regulatory Bodies (Philippine Context):
1. Advertising Standards Council (ASC): Self-regulatory body that screens ad
content before release.
2. Department of Trade and Industry (DTI): Regulates trade promotions and
protects consumer rights.
3. Food and Drug Administration (FDA): Oversees advertisements related to
health, food, and drugs.
4. National Telecommunications Commission (NTC): Regulates broadcast
and telecommunications.
5. Consumer Act of the Philippines (RA 7394): Protects consumers from
deceptive, unfair, and unconscionable sales acts.
International Bodies:
• Federal Trade Commission (FTC – USA)
• Advertising Standards Authority (ASA – UK)
• International Chamber of Commerce (ICC) Codes
Lesson 4: Ethics in Advertising
Ethical Issues:
• Targeting vulnerable populations (e.g., children)
• Stereotyping or offensive content
• Cultural insensitivity
• Environmental claims (“greenwashing”)
Code of Ethics in Advertising:
• Honesty
• Responsibility
• Transparency
• Respect for societal values
References:
• Republic Act No. 7394 – The Consumer Act of the Philippines
• Advertising Standards Council Code of Ethics
• DTI Consumer Protection Guidelines
• Kotler, P., & Armstrong, G. (2020). Principles of Marketing
• Belch, G., & Belch, M. (2021). Advertising and Promotion
