NEW YORK (AdAge.com) -- It's no secret that consumers don't exactly think highly of the advertising industry -- especially when it comes to ethics. So the American Advertising Foundation is teaming up with the University of Missouri's Reynolds Journalism Institute this week to launch an Institute for Advertising Ethics.
In a 2007 Gallup/USA Today Poll, advertising practitioners ranked third from last among professions in public perception of honesty and ethics, just ahead of lobbyists and car salesmen and below congressmen, state officeholders and business executives.
The institute, to be formally announced at the AAF national conference June 11 in Orlando, will research what matters most to consumers regarding advertising ethics, and will develop a set of principles for marketers and agencies to follow.
The AAF is providing seed money, office space and staffing to help launch and run the institute, which the group's former president, Wally Snyder, will head as executive director. An advisory board of current and former industry leaders includes former Procter & Gamble Co. Global Marketing Officer Bob Wehling, who said he began pushing to create the institute in 2008 in response to the Gallup poll.
Featured later in the article is Wally Snyder, executive director of the Reynolds Journalism Institute's Institute for Advertising Ethics:
"So there's an opportunity here to really enhance the ethics," he said. "And as companies do that, they're going to really get a better response."
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