The crux of morality
Advertising agencies are for-profit businesses and need to make money. At the same time, the messages they convey have an enormous influence on society. A survey on ethically questionable projects—and the responsibility that comes with power.
Some set up a "value agency" instead of an "advertising agency"; others say they would unhesitatingly advertise weapons or tobacco if it secured their turnover: When asked about the principles of Swiss agencies in relation to their mandates, our magazine hears a veritable potpourri of positions. And indeed - especially in a rapidly transforming world - it is not so easy to take a stand: Those struggling with inflation and recession must not only want to afford values, but must first be able to do so.
The question of advertising morals goes much further than the simple bipolarity with which this text is introduced. In a pinch, it is probably possible to be successful without the Marlboro Man or Smith&Wesson in the portfolio, but - as one agency head reflects: "Where do we pull the lever? Who decides the good and the bad?" The gun, sure, that's used (mostly) to shoot people; there the matter is a clear either-or. But what about advertising air travel, whose carbon footprint fuels climate change? Or visually stunning campaigns for luxury SUVs that happily guzzle 22 liters of fuel per hundred kilometers in the city center? Do the exponents of the industry also have to explore such gray areas, or would that be asking too much?
One thing is certain: Agencies are commercial enterprises and bear responsibility for their employees (and, above a certain size, for their shareholders). That's why they have to make sure that the turnover is right at the end of the year. But they also have enormous power, catalyzed by the budgets of their customers - power that can change social discourse and influence people's perceptions. This power gives rise to a responsibility that should not be underestimated ... and which has sometimes been abused in the past.
Who doesn't remember (today, admittedly, rather with a grin) the campaigns of the American sugar lobby, which once printed the following slogan in newspapers: "Sugar keeps your energy up - and your appetite down"? Or the advertising for butisol, a rather potent barbiturate that was marketed to women as "Mother's Little Helper" from 1932?
Such "anti-scientific" campaigns practically no longer exist today (fortunately!), but they have burned themselves into the collective memory as a cliché. This is another reason why advertisers are always under a bit of general suspicion - and pressure.
How do they deal with it? How do leading Swiss creatives and strategists bring their clients' products to market without concealing facts, appearing clumsy or even risking a shitstorm? In short: How do they deal with the sometimes delicate balancing act between advertising and morality?
Who decides what is good and what is evil?
The question of ethics and morality in advertising is a complex one, as it is far-reaching. Advertising is tied to consumption, and consumption is tied to our economy, and this results in prosperity and well-being. If consumption is not stimulated through advertising, economic dynamism suffers and our prosperity comes under pressure. So for me, the question is more about the general consumption attitude of society than about advertising. One example: flight movements in 2023 are at least as high as in 2019 - so there is no trace of flight shame. Consequently, should we ban or bypass advertising for airlines and air travel? What about the textile industry? Or with nonsensical toys? Food products? Car industry? The list is endless. Where do we put the lever? Who decides what is good and what is bad? Ultimately, each advertiser or contractor must decide for himself/herself how he/she tariffs his/her value system and according to which maxims he/she advertises. It is understandable that politics plays an external role in this, or wants to do so, and in certain respects it is also a good thing. But over-regulation does not help us, because society has to change its understanding and can thus ultimately influence the demand for certain offers through its own consumption control. We can help, point out options, perhaps even create facts. But it is up to the consumers themselves to decide. Advertising or not.
Advertising is a powerful tool
Yes, advertising needs ethics and morals. This is because advertising is a powerful tool that can have a significant impact on people's behavior and decisions. Therefore, it is important that advertising follows ethical and moral principles to ensure that it is fair and responsible. Basically, every single marketing activity, no matter how small, should respect people's rights. It should take diversity and inclusion into account by avoiding stereotypes and addressing diverse audiences appropriately. This without content that is discriminatory, sexist, racist. Seems easier said than done. There's actually still a lot of room for improvement. Especially what you see on social media every day. I also observe that there is still a lot of misleading, immoral information circulating, especially in the beauty sector. Which can have dire consequences. Especially for a rather young target group, which often runs after their ideals and reads everything from the lips of the influencers. From incredibly crass weight loss products to rejuvenating creams, everything can be seen. No trace of honesty, the main thing is that the cash register rings. But back to the question: I am sure that if the brand and the communication about it respect ethical and moral principles, it can strengthen consumer trust, promote positive social values and ensure long-term success for the brand.
Values, ethics and morals create identity
Nothing works without an overlying ethical framework. Every promise must be able to be kept and be comprehensible. No trigger battle and no noise at any price. Those who only shout will no longer be heard. Smart, transparent and fair communication always wins. Would we turn down a company for ethical reasons? Definitely. Because morals don't stop where the wallet promises to get fatter. Actions instead of words. We ask new employees about their personal reservations when they are hired, and we discuss fundamental no-goes with the management. We would not employ our vegetarian and vegan employees for a mandate in a steakhouse, and the arms industry and right-wing parties are generally at the wrong address with us. With new requests, we always carefully check whether they fit in with us - not only morally. Our team is heterogeneous, but we all share the same attitude. That's why our collective works very harmoniously. We enjoy working together, which is the key to sustainable success. Like many companies, we have written (three) values on our banner. They don't just stand there and suggest that we are "dynamic" or "flexible," for example. A very important value for us: "Capable friends". This is also our guiding principle in recruiting. We hire people who primarily fit the culture. Personality is the decisive factor. Everything else can be learned. Financial gain is not the most important factor. It doesn't have to be at an independent agency, because we don't run after fictitious KPIs for an international network.
It does not work without decency
Everything needs values, ethics and morals. To put it a little more clearly, I simply summarize the three terms in something you learn as a child: decency. Without decency, there is no way. If you are indecent as a child, you get scolded. It's the same in marketing and communications, for agencies as well as brands: Anyone who violates decency and rules gets scolded in the form of bad press and threats of boycotts. They are condemned by industry associations, the competition and, above all, by the people outside. The difficulty with this topic, however, is, as so often, the definition of the boundary: What is unethical and what is not? Not everyone understands decency the same way, either, and from an agency perspective we also have to remain honest: Not everything we do is considered equally decent or indecent by everyone. After all, we influence opinions and thus trigger actions. We are aware of this, which is why we already ask during job interviews whether the applicants have any products, industries or brands that they do not want to work for because they themselves reject their consumption. Or simply don't want to have anything to do with them. We understand, respect and seek this. Because it's an attitude - and we want people with an attitude. Because with every new customer inquiry, we also consider whether we want to work for this brand or this industry. After all, we still see our daily work as more than just a bread-and-butter job. We do communication because we like doing it, with commitment and passion. Anything else would be indecent. And would deserve scolding.
Advertising is always a contemporary witness of society
For us, ethics and morals have always been central. The agency was founded with the intention of supporting social change. Early on, we tried to set an example with our own initiatives. With "Swiss Muslim Stories," we wanted to show young Muslims new perspectives, and with "Integrated," we integrated refugees into everyday work at the agency. We think communication and advertising have the power to have an impact on the world and on coexistence, which we want to fully exploit. Exposing the core of a brand and supporting meaningfulness is a win-win for everyone in the long run. In the meantime, we have been able to use the expertise we have gained for various organizations and companies; value- and society-oriented communication has even become FG's trademark: Our opinion is: Whenever you have the opportunity to show diversity, you should do it. Because representation of different people, ages, genders and ethnicities is fundamentally important to the groups involved. If we see a campaign today that was supposed to represent all of society, but all 20 people look the same, it looks out of place. We only work for companies that we can stand by. There are industries that are not compatible with our principles. Advertising is always a contemporary witness, a reflection of society. Good advertising is always one step ahead of the status quo, also in terms of ethics.
About the responsibility in dreaming
Advertising as we know it today has been around for 150 years. Since then, we have not only helped sell products, but also awakened new desires, helped customers create new dreams in people's minds. Until now, these have mostly been consumer dreams, which are of course increasingly being called into question in light of the climate crisis. And that's why we advertisers have a bad reputation. But we can also bring down clichés. We can tell new stories and create truer dreams. But we can't just do it. We have to. Because what we do has a wide reach and shapes the viewing habits and notions of normalcy of millions of people. What we do is not completely irrelevant. And that's why, unfortunately, agencies can't be neutral. Try as we might. As soon as there is communication, there is also positioning. "Are we now only allowed to advertise meat substitutes and hemp shoes?" is often asked immediately. No, I think. We are not the only ones with a large reach. Above all, our big customers have it: Reach and leverage. So if we accompany our biggest customers in becoming more sustainable and inclusive step by step, and turn it into really exciting communication that inspires millions of people to do the right thing, then we have made the most of our chance to contribute to a better future. Let's try!
Values are interpreted differently
Advertising reaches a broad audience, it has an impact on society and thus bears responsibility. In addition to influencing the perception of companies and brands, it can help promote social norms and values, and be a platform to address social issues and raise awareness about environmental issues or other important concerns. Values, ethics and morals are not issues that are used selectively during a creative process. They are the foundation of our work. Values are lived subjectively and interpreted differently by individuals and cultures. What is acceptable to one person may be seen as unethical or problematic by another. As an agency, we form a community of values. Because we have a set of values for our advertising product, we surround ourselves with people who have a similar set of values. Our top priority is maximum freedom for thoughts, opinions and individuality. If the work on a client does not match our own value compass, the team is put together differently. As a service provider, we enter the value cosmos of our customers - which requires a necessary congruence in values as a basis, but also requires a certain elasticity. Every collaboration means an overspill in terms of values from the client to our agency. If the necessary intersection of values is not there, then we react to it. Advertising is not activism, but as a creative agency we have the opportunity every day to influence social discourse and change perceptions in the population. We see ourselves as an entity that raises and drives relevant issues to the client. Of course, implementation always takes place within the value framework of our customers. But even this can be moved in the right direction with courage and determination.
The question goes in the wrong direction
As a liberal thinker and as an advocate of the expression of opinions, advertising does not "need" any specifications in this direction, as long as no laws are violated. Here, the market - demand and supply - plays the decisive role. It is the responsibility of the consumer to critically question advertising and to make decisions. They should evaluate the advertised products or services and consider their values, ethics and morals for their own needs. And, if necessary, draw the consequences. Clearly, advertising that is based on values, ethics and morals can help build consumer trust in a brand or company. If it is honest, transparent and morally responsible, it can have a positive impact on the perception and reputation of a brand. But let's face it: overly laudable intentions in advertising are sometimes at odds with economic reality. Companies primarily want to pursue economic goals and make profits in order to be successful. This can lead to certain advertising strategies taking priority, which may not always be in line with the highest ethical standards. As an agency, according to our guiding principle "be different or die", we often go to the very limit of what is actually permissible when developing campaigns. In terms of values, ethics and morals, however, we tend to be sensitive and on the conservative side. That doesn't mean, however, that we would forego customers like Bell just because advertising meat is ethically unacceptable for certain groups. As you can see ... we could go on debating this for a long time.
Care in dealing with the power of ideas
Good ideas are thoughts that people like to follow. They entertain and stick. Because they make sense. Ideas trigger enthusiasm. And anyone who triggers enthusiasm is rewarded with attention and interest. Every agency must handle the power of an idea in a targeted and doubly attentive manner. Purposeful, because the ideas have a job to do and should advance the advertised brand or product. Mindful because the ideas are committed to the values of the brand and the relationship of trust with its customers. And mindful because ideas must take on a social responsibility. This was true even before sustainability or diversity issues shaped the values of our society. A proven rule of thumb makes ethics and morality discussions easy: If an idea and its message are true, positive and useful, it does everything right. The idea can entertain, inspire, offend, awaken, excite, delight, delight, and polarize in all directions, but it remains ethically and morally unobjectionable in its basic tenets. With this rule of thumb and care in handling the power of ideas, basically any communication assignment can be served professionally. Always. But anyone who, out of personal conviction, cannot reconcile idea work for the client with his or her values should leave it alone. Always.
Advertising exerts great influence on our society
Ethics, values and morals serve as guardrails. Basic values such as truthfulness, respect for the dignity of the individual, health, safety, and dealing with children and vulnerable target groups are well established. Environmental awareness and social behavior have only received increased attention in recent years. In communications, the focus on ethics, values and morals is on product development and advertising communications. However, little attention is often paid to an important lever - the distribution of content. At Sir Mary, we therefore specifically ask ourselves where and by what means modern media planning can and should take values, ethics and morals into account. Our findings: strengthen local partners, finally establish brand safety as the status quo, and become aware of the influence on the climate. For us it is clear: Ethical and moral distribution of advertising needs a rethinking in media planning. Our internal agency values are a good basis for this. Sir Mary, for example, views sustainability holistically, ecologically, socially and in terms of employees. We act from the inside out: What can we do better internally? What can we improve in the projects with our clients? What can we do for society? In this way, we are able to provide our customers with comprehensive advice in this area, make recommendations and work together on guidelines.
Values create added value
I don't think we need to talk about advertising, but about values, ethics and morals of brands and companies. Advertising is only one consequence of this, because if a brand has clearly defined its values, then this automatically has an impact on communication. The chain should be formed cleanly. Every brand and every company needs a moral compass. Actually nothing new, but today more important than ever. We need a "Code of Conduct" to which people can adhere. A small manifesto for behavior, appearance, language, in fact for everything that takes on a form of expression in a company. Because today, this is a decision criterion in the "War for Talents. And having a value system is not enough. CS also has a perfectly formulated value system. What is needed is to use the value system as a criterion within the company. In everyday life, this means that as an employee, I not only have to do my job well, but also represent the values well. Then, for example, bonus payments here and there would depend on how one has behaved over the year. That sounds exciting, doesn't it? On the keyword area: Values are independent of area. Values are like a cloak that covers everything and keeps an organization warm. Areas without values and areas with values should no longer exist. Adhering to values can be painful. We have already rejected customers who do not fit our value system. But it's moments like these, which can also be tough in economic terms, that show whether you're really living your value system. Consistently living and working according to values is just like being consistently sustainable - it's also sometimes exhausting and here and there it costs extra. Now I come to the full potential of values: If you put a team together in such a way that you can pursue and live a set of values together, you achieve incredible energy. And I can also turn energy back into economic success. My conclusion is that values create added value. Especially if you consider it part of your own success formula in the long term.
Doing the right thing
At Farner, taking responsibility in everyday agency life means "simply doing the right thing." In other words, setting ethical standards and, where possible, exceeding them. We see the greatest impact in the way we select our clients and deal with them transparently. In the area of tension with economic interests, this means for us: "We don't do everything." But how do we draw our lines? We are not advocates of blacklisting, as we are convinced that we can support the morally relevant transition of companies through good communication and serious cooperation. After all, doing good goes further than just supporting what is already good. It also lies in making positive change possible, accompanying it and giving a voice to those who - perhaps need to catch up, but - want to become more ecological, socially ethical and progressive. We draw boundaries where freedom of action is restricted. Because we are committed to a society in which everyone can do what they want within the legal framework - as long as it does not affect the freedom of others. This attitude certainly does not provide a razor-sharp checklist, but it does provide a proven tool for discussing the acceptance or rejection of every single new customer every week in the circle of the management. We also see it as our responsibility to create transparency for the outside world. Where opinions are formed and majorities forged, it should be clear who is behind them. Our democracy deserves this. Last but not least, we see it as part of our responsibility to society, the market, our stakeholders and our employees to be self-reflective and to talk openly about what we are already doing well as a company and where we want and need to improve. Different stakeholders are increasingly demanding corporate responsibility. In this respect, it becomes an inescapable imperative for agencies to operate according to ethical principles. Because customers, employees and the market consistently select according to them.
