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transparency and ethics

Television and radio commercials, billboards, flyers, magazines, and other forms of advertising are aimed at promoting consumption in all its forms. Whereas at one time its sole function was to make people buy more, advertising is now responding to new demands from consumers looking for greater significance, transparency and ethics. Commercial advertising can be a powerful force for promoting sustainable consumption in highlighting the sustainability dimensions of goods and services and convincing consumers to purchase these products, sometimes regardless of price. Regulations governing truth in advertising are a basic consumer protection tool in OECD countries, usually contained in fair trading legislation and policed by consumer protection agencies. These generally cover advertising claims made regarding the environmental, social or ethical attributes of products and services. For example, almost all automobile companies now have advertising campaigns promoting their concern about climate change and the environmental features of their models – Daimler Chrysler (Fresh Air), Honda (Safe and Environmental), Toyota (Clean Air), Volkswagen (Save Fuel), Peugeot (Flower), Kia (Think Before you Drive). Similarly, many petrol companies are projecting a green image and advertising commitments to preserving nature – BP (Beyond Petroleum), Shell (Gardener), and Total (Dolphin). At the same time, ads for consumer goods stress support of human, labour and social rights – Walmart (Community), Bristol-Myers (Diversity and Success), Unilever (Hopscotch), American Apparel (Sweatshop-free Tshirts), and IKEA (Stuffed Animal). In the Nordic countries, the Ombudsman system for dealing with consumer complaints has developed a common set of guidelines for advertisers and advertising agencies on environmental and social claims in marketing. The Nordic Ombudsmen also provide legal advice to enterprises regarding proper marketing with regard to sustainability issues and can prosecute manufacturers and distributors if their ads are demonstrated to be illegal or misleading. In the Nordic countries, the term “environmentfriendly” cannot be used unless a study has been made of the eco-impacts during the entire life-cycle of a product. Please support your selections by using research papers or credible online sources, and include a list of references on a separate page. Don’t forget to use the APA formatting checklist (Links to an external site.)Links to an external site.. Please see the Excelsior College APA Style (Links to an external site.)Links to an external site. page for more information about formatting your paper.