Kemerovo institute (branch) of Plekhanov Russian University of Economics (Department of management and business technologies, Associate Professor)
from 06.03.1999 to 31.08.2018
Kemerovo, Kemerovo, Russian Federation
Kemerovo, Russian Federation
The advertising ethics appeared together with advertising itself. The legislative and public regulation of advertising is centuries old, but the ethical issues still remain acute all over the world. In the Russian Federation, these problems are more pronounced than elsewhere because domestic advertising started to develop only after the collapse of the Soviet Union. In thirty years, Russian advertising had to cover the distance which developed countries needed a century to cover. The research featured controversial advertising messages that caused indignation of both Russian citizens and public or commercial organizations. The article introduces a comparative analysis of the ethical assessments of controversial advertising messages made by consumers and experts from self-regulatory organizations in advertising. It also describes the history of the Russian advertising market, various violations of the Advertising Law, the concept of unethical advertising, and the procedures for controversial advertising in the Russian Federation. The authors proposed some self-regulation measures, e.g., public control, education activities, pre-publication expert examination, etc.
advertising, advertising ethics, unethical advertising, advertising self-regulation, advertising expertise
1. Shadrin V. G., Konovalova O. V., Shemchuk M. A. The implementation of the unconscious acts in marketing communications of the consumer with the brand. Kreativnaya ekonomika, 2019, 13(11): 2289-2300. (In Russ.) https://doi.org/10.18334/ce.13.11.41352
2. Aniskina N. V. Axiological world view of a modern advertising consumer. Mediascope, 2015, (1). (In Russ.) EDN: TNIBOT
3. Kovaleva A. V. Expertise of the advertising product as a means of social security. Society and Security Insights, 2018, 1(1): 65-72. (In Russ.) https://doi.org/10.14258/ssi(2018)1-05
4. Koshetarova L. N. Issues of ethics in Russian advertising. Nikonova Readings: Proc. Internat/ cultural forum in memory of G. L. Nikonova, the honored education worker of the Chuvash Republic, Cheboksary, 22 Apr 2016. Cheboksary: ChSPU named after I. Ya. Yakovlev, 2016, vol. 1. Topical issues of cultural studies and art criticism, 143-148. (In Russ.) EDN: WIVVRZ
5. Koshetarova L. N. Advertising impact in the context of modern morality. Culture and anti-culture: problems of philosophical anthropology. Wisdom and stupidity. Virtues and vices: Proc. Internat. Sci.-Methodol. Conf. "Selivanov Readings", Tyumen, 27 Jun 2019. Tyumen: TIU, 2019, 161-169. (In Russ.) EDN: UZQKLU
6. Volnova A. K., Zaitseva E. A. Ethical aspect of the influence of advertising on children and adolescents. World of communications: trends and prospects. Nizhny Novgorod: NNSTU named after R. E. Alekseev, 2019, 15-19. (In Russ.) EDN: WAAXDF
7. Rodionova N. V., Karelina T. A. Unethical advertising as a threat to spiritual and moral safety. Bulletin of the Vladimir State University named after Alexander G. and Nicholas G. Stoletov. Series: Economics, 2021, (3): 122-140. (In Russ.) EDN: MUTFFX
8. Ivleva M. I. Ethics and the market: the ethical aspect of advertising. Social and humanitarian knowledge, 2010, (3): 186-197. (In Russ.) EDN: MPXDBP
9. Ipateva I. A. Socio-ethical basis of advertising manipulation of public opinion. Zhivaya psikhologiya, 2017, 4(1): 43-48. (In Russ.) https://doi.org/10.18334/lp.4.1.37892
10. Kholodilov A. A. Advertising in Russia and its compliance with ethical standards. Nauchno-prakticheskie issledovaniia, 2018, (4): 148-149. (In Russ.) EDN: YATUZF
11. Tatarinov K. A., Muzyka S. M. Psychological manipulation in advertising. Azimuth of Scientific Research: Pedagogy and Psychology, 2020, 9(3): 179-182. (In Russ.) https://doi.org/10.26140/anip-2020-0903-0040
12. Rutkevich S. A. Ethics, psychological culture of advertising: exemplars. Sustainable development of the economy: state, problems, and prospects: Proc. VI Intern. Sci.-Prac. Conf., Pinsk, 26-27 Apr 2012, Pinsk: PolesSU, 2012, 248-250. (In Russ.) EDN: CNSNTF
13. Wells W., Moriarty S., Burnett J. Advertising. Principles & Practice. St. Petersburg: Piter, 2008, 738. (In Russ.) EDN: SDRHCH
14. Akopyants A. S. Ethical culture of advertising. Ideas & ideals, 2012, 1(1): 122-130. (In Russ.) EDN: OWYFXV
15. Chaplygina A. Yu., Chaplygin A. S. Unethical advertising as a form of improper advertising. Fundamental and applied developments in the natural and human sciences: modern concepts, recent development trends: Proc. XV All-Russ. Sci.-Prac. Conf., Rostov-on-Don, 24 Sep 2018. Rostov-on-Don: Southern University (IUBiP), 2018, 20-25. (In Russ.) EDN: YODDYT
16. Moskovchuk L. S. Ethical problems of advertising communications. Paradigma: filosofsko-kulturologicheskii almanakh, 2021, (35): 144-154. (In Russ.) EDN: UGYQEC
17. Moskovchuk L. S. Prospects for ethics in digital civilization. Information-Communication-Society, 2019, 1: 214-218. (In Russ.) EDN: YVODSX
18. Dorsky A. Yu. Ethical problems of advertising in the practice of the Advertising Council Marketing Industry Association. Media in the modern world. 60th St. Petersburg Readings: Proc. 60th Internat. Sci. Forum, St. Petersburg, 30 Jun - 2 Feb 2021. St. Petersburg: Mediapapir, 2021, 148-150. (In Russ.) EDN: FFASIC
19. Bostandzhian E. K., Palchik S. S. Professional Ethics: advertising and public relations. Rostov-on-Don: RSUPS, 2019, 104. (In Russ.) EDN: UKMVDY
20. Grigorev D. A. Advertising laws. Right for marketing. Legal bases of advertising in Russia and the Commonwealth of Independent States. M.: Infotropik, 2017, 284. (In Russ.)
21. Zakharov A. V., Shishkin S. I. Organizational and legal problems of the FAS bodies activity in assessing the ethics of advertising. Lawmaking, law enforcement, and legal awareness: state and development prospects: Proc. VII All-Russ. Sci.-Prac. Conf., Khabarovsk, 28-29 May 2021. Khabarovsk: DvSUPS, 2021, 118-122. (In Russ.) EDN: IQRPXJ
22. Gricjuta N. N. Forming of advertising ethics: national and international experience. Universum: obshchestvennye nauki, 2015, (5): 2-11. (In Russ.) EDN: TTTWTB
23. Gricjuta N. N. Professional ethics of PR-activities: concept & principles. European Research, 2015, (3): 67-71. (In Russ.) EDN: TTCCXJ
24. Kostromina E. A. Violation of ethical norms in advertising discourse. Central Science Bulletin, 2019, 4(6): 39-41. (In Russ.) EDN: ZAKFZB
25. Dmitrieva N. V. Unethical advertising as a tool of unfair competition: issues of peer review. Competition and monopoly: Proc. IV All-Russ. Sci.-Prac. Conf. of Students, Undergraduates, Graduate Students, Academics, and Specialists in the Field of Antimonopoly Regulation, Kemerovo, 20-21 Oct 2021. Kemerovo: T. F. Gorbachev KuzSTU, 2021, 51-54. (In Russ.) EDN: YCLXTW
