Etický rozmer marketingovej komunikácie
Ethical Dimension of the Marketing Communication

Summary/Abstract: Marketing communications or advertising is not ethical or unethical in itself. It always depends on – who-where-when-why and how makes it. Advertising ethic is a part of marketing communication ethic and business in general. It applies on the basis of self-regulation; i.e., it is not dependent on the state authority. We consider legality, morality, verity, chastity, responsibility ad utility are basic ethical principles determining the character of advertising and mass communication. Benefit to all society in marketing communication is possible to reach only by complex adherence to these principles, by means of professional association’s ethical codices and by the work of national councils for advertising, following the regulations.

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