Reclameethiek

Reclameethiek is the normative framework for advertising practices, aiming at truthfulness, fairness, non-deception, and social responsibility. It covers accurate claims, substantiation, clear presentation, and respectful representation of people. Ethical advertising also concerns the impact of messages on vulnerable groups and the handling of environmental or health-related claims.

In the Netherlands and many EU countries, reclameethiek is upheld through a mix of law and self-regulation. The Stichting Reclame Code (SRC) governs the Dutch Advertising Code and handles consumer and competitor complaints. Signatories must comply; decisions are binding for members and guide non-members. The code includes rules on factual accuracy, substantiation, decency, and responsible use of branding and testimonials, including influencer marketing.

Ethical issues commonly addressed include misleading or unsubstantiated health or performance claims, exaggerated comparisons, deceptive targeting, and the portrayal of gender or ethnic groups. Privacy considerations are also central, with rules on the use of data for targeting and clear disclosure by paid influencers. Advertising aimed at children or other vulnerable audiences is subject to stricter scrutiny.

Enforcement combines SRC adjudications with broader consumer protection and data-privacy authorities (such as the ACM in the Netherlands and GDPR rules in the EU). Ad campaigns may be withdrawn, modified, or sanctioned, and reputational effects are common consequences. Advertising ethics thus operates at the intersection of industry codes, national law, and international standards.