Unethical advertising – what is it, how to recognize it, and who addresses it?

Unethical advertising is any form of advertising communication that violates the principles of the Advertising Ethical Code. This code is issued and updated by the Advertising Council, a self-regulatory body of the Slovak advertising industry.

Unethical advertising is in conflict with morality, ethics, and social values. Its aim may be manipulation, exploitation of trust, or harming individuals or groups.

Who addresses unethical advertising?

The Advertising Council is the main body that monitors compliance with the Ethical Code. In case of suspicion of a violation, a

  • consumer or company can submit a complaint via an electronic form,
  • the Advertising Council can conduct an independent assessment,
  • issue a finding with a recommendation for modification or withdrawal of the advertisement.

Unlike court proceedings, the self-regulatory process is faster and more accessible to the public.

What makes advertising unethical?

According to the Advertising Ethical Code advertising must not:

  • encourage violations of laws,
  • exploit consumer ignorance,
  • contain discriminatory, sexist, or derogatory elements,
  • use misleading claims such as "free," if the consumer must pay for something,
  • copy another advertisement and cause confusion,
  • promote dangerous behavior or harm the environment,
  • lead to violence, provoke fear or emotional blackmail.

Products under increased supervision

Some areas are subject to special rules, for example:

Alcoholic beverages

  • Prohibition of advertising near schools, playgrounds
  • Mandatory warning "18+" in online space
  • Prohibition of promoting extraordinary effects (e.g., stimulation, performance)

Tobacco products

  • Must not associate smoking with sports or relaxation
  • Advertising must protect minors and non-smokers

Medicines and medical devices

  • Only medicines not covered by public insurance may be advertised
  • Advertising must include a call: "Consult a doctor or pharmacist before use."

Why is it important to expose unethical advertising?

Unethical advertising:

  • misleads consumers,
  • can endanger health, dignity, or mental well-being,
  • harms trust in advertising as a communication tool,
  • has a negative impact on children and adolescents.

Unethical advertising - how to submit a complaint?

  1. Visit the website rada-reklamy.sk
  2. Fill out the online form
  3. Attach evidence (advertisement screenshot, link, description of the location)
  4. Send and monitor the outcome of the decision-making