COBALT | React
Controversial ads: what do you need to know?
We invite you to COBALT | React discussion series. This time the discussion will address requirements for advertising and morality in advertising.
Most of us know the key principles of advertising: advertising must be proper, accurate and clearly recognisable. But do we give a thought to other requirements that apply to advertising? As practice shows, when advertising their products and services, businesses don’t always keep in mind that, added to marketing rules, their advertising message is also subject to stringent legal requirements. Bold or perhaps somewhat embellished advertising will definitely grab the attention of consumers. But not only theirs – it can attract the attention of the advertising watchdog. Advertising which makes unfulfillable promises or embellishes facts can be regarded as misleading, or mocking competitors can amount to a prohibited comparison, or using black humour – to a lack of respect for moral values. Then, the question is to what extent it is worth taking the risk.
The participants will share their insights and personal experiences about what advertising messages are the most popular, which ones involve the greatest risk, and how their own advertising was accepted by the public. They will discuss moral standards in advertising and consider if it’s always worth to be guided by them.
Tomas Bartninkas | Strategy Director at McCann
Robertas Kalinkinas | Fashion and set designer
Andrius Kontrimavičius | Partner at Digitouch!
Eglė Bakštytė | Senior Associate at Law Firm COBALT
Vaidotas Valantiejus | Strategic Planner at Not Perfect | Y&R Vilnius