ETHICAL CONCERNS IN ADVERTISING: A COMPARATIVE STUDY OF CONSUMER PERCEPTIONS ACROSS AGE GROUPS IN ODISHA

DOI: https://doie.org/10.65985/APER.2026686341

Authors:

Ms. Meena Nayak, Mr. Saumendra Das, Mr Srikanta Patnaik

Keywords:

Unethical Advertisement, Pressure tactics, Deceptive pricing, False endorsement, Social issues

Abstract:

Existing literature consistently reports that advertisements conveying misleading, exaggerated, or false claims tend to erode consumer trust and generate dissatisfaction. Practices such as pressure tactics, hidden fees/deceptive pricing strategies, false endorsements, and exploiting social issues for commercial gain are widely regarded as unethical, often resulting in adverse brand perceptions, public grievances, and, in some cases, organized boycotts. The present study investigates consumer attitudes toward such unethical advertising practices within the twin cities of Bhubaneswar and Cuttack in the state of Odisha. Through a structured questionnaire distributed among diverse age groups, the study examines and interprets respondents’ views across four principal dimensions of unethical advertising. Results reveal a broad consensus of disapproval across all age groups, with statistically significant differences in the intensity of opinions among different demographic segments.

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