Socially irresponsible public relations. The case of misleading and unfair advertising
Article Sidebar
Main Article Content
Abstract
The deceitful advertising is an illicit communication action, according to the juridical classification that regulates the advertising activity in those countries that try to guarantee the rights of consumers and competitors. However, the delay of the juridical regulation is the consequence of the need of controlling the irresponsible corporate behavior and the lack of values within the advertisers and agencies of advertising. This article tries to reveal the relation that exists between the deceitful advertising and the practice of social responsibility by the corporations, as well as its links with the different models of management that are developed by organizations in their relations with their own stakeholders. This analysis concludes that there is not enough efficiency of the systems in their own self-regulation, and there are so many delays in the application of judicial classification. It proves that the only guarantee for the prevention of the deceitful and disloyal advertising is the application of the bidirectional symmetrical model in the socially responsible management for the relations of the organizations with their stakeholders.
Downloads
Article Details
References
Bartlett, J.L. (2011): "Public Relations and Corporate Social Responsibility". En Oyvind Ihlen, Jennifer L. Bartlett, and Steve May (Eds.): The Handbook of Communication and Corporate Social Responsibility. Oxford (UK): John Wiley & Sons: 67-86.
BOE (15-11-1988). Ley 34/1988, de 11 de noviembre, General de Publicidad.BOE núm. 274.
— (11-01-1991): Ley 3/1991, de 10 de enero, de Competencia Desleal. BOE núm. 10.
— (31-12-2009): Ley 29/2009, de 30 de diciembre, por la que se modifica el régimen legal de la competencia desleal y de la publicidad para la mejora de la protección de los consumidores y usuarios.de modificación de la Ley General de Publicidad.BOE núm. 315.
Carroll A.B. (1979): "A Three-Dimensional Conceptual Model of Corporate Social Performance". Academy of Management Review, 4: 497–505.
— (1991): "The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders". Business Horizons, 34, July–Aug.: 39–48.
— (2008): "A History of Corporate Social Responsibility: Concepts and Practices". En Andrew Crane, Abigail McWilliams, Dirk Matten, Jeremy Moon & Donald Siegel (eds.) The Oxford Handbook of Corporate Social Responsibility. Oxford University Press, 19-46.
Drucker, P. F, (1946): The Concept of the Corporation: New York: John Day and Co.,
— (1954): The Practice of Management. New York: Harper & Brothers.
— (1984): “The New Meaning of Corporate Social Responsibility” California Management Review. Vol. 40, Issue: 2, pp. 8-17. Traducción al castellano: Drucker, P.F. (1984): "Una nueva mirada a la Responsabilidad Social Corporativa", McKinsey Quarterly.
— (1988): "Historia y teoría del management". Harvard Business Review. SEP/OCT. https://chicagounbound.uchicago.edu/cgi/viewcontent.cgi?referer=https://www.google.es/&httpsredir=1&article=2391&context=uclrev
— (2001): Nueva economía y nueva filantropía en Estados Unidos y en Europa. Curso de verano UCM. San Lorenzo de El Escorial. Madrid.16-18 de julio.
DOUEL (19-9-1984): Directiva 84/450/CEE del Consejo, de 10 de septiembre sobre publicidad engañosa y publicidad comparativa. Consejo de las Comunidades Europeas. DOUEL núm. 250. Hoy derogada.
—(27-12-2006): Directiva 2006/114/CE del Parlamento Europeo y del Consejo, de 12 de diciembre de 2006, sobre publicidad engañosa y publicidad comparativa. Parlamento y Consejo de la Unión Europea. DOUEL núm. 376
Freeman, R. (1983): “Stockholders and Stakeholders: A New Perspective on Corporate Governance”. California Management Review; Spring 25, 3. 88-106.
— y Gilbert, DR (1992): "Business, Ethics and Society: A Critical Agenda". Business and Society; Spring 31, 1;9-17
—; Wicks, A.C. y Parmar, B. (2004): "Stakeholder Theory and The Corporate Objective Revisited”. Organization Science 15 (3); 364-369.
Fueyo Laneri, F. (1958): "La ejecución de buena fe de los contratos como uno de los requisitos del pago". Revista de Derecho y Jurisprudencia, tomo 55, núm. 1.
García Nieto, M.T. (1994): Acciones de Relaciones Públicas: la fundación. Tesis Doctoral. E-Prints UCM.
— (2001): "Las técnicas aparentemente filantrópicas como paradigma de la vanguardia de las Relaciones Pública". Ripoll Molinés, F. (coord.): Las mil caras de la comunicación. Voll. II. Servicio de publicaciones, Facultad de Ciencias de la Información. UCM: 1011- 1036.
— (2012): "Las Ciencias Sociales y la Responsabilidad Social Corporativa". Revista Internacional de Investigación en Comunicación aDResearch ESIC. ISSN 1889-7304, Nº 6: 92-111.
Goodwin, F. y Bartlett, J.L. (2008): "Public relations and Corporate Social Responsibility: A review of the literature". Public relations and CSR review: 1-26. https://eprints.qut.edu.au/15427/1/15427.pdf
Grunig, J.E. y Hunt, T. (1984): Managing Public Relations. New York: Holt, Rinehart and Winston.
Grunig, J.E. (Ed.) (1992): Excellence in Public Relations and Communication Management: Contribution to Effective Organizations. Hillsdale, New Jersey: Lawrence Erlbaum Associates.
—; Grunig, J.E. and Dozier, D. (2002): Excellent Public Relations and Effective Organizations. A Study of Communication Management in Three Countries. Mahwah, NJ: Lawrence Erlbaum Associates, Inc.
Ihlen, O.; Bartlett, J.L. and May, S. (2011): The Handbook of Communication and Corporate Social Responsibility. Oxford (UK): John Wiley & Sons.
Kamery, RH; Pitts, ST; Lawrence, CR (2002a): "Ethical and socially responsible advertising: can it be achieved?" Academy of Marketing Studies Journal, Vol. 6. 1-2. Disponible en web https://www.researchgate.net/publication/266409100_ETHICAL_AND_SOCIALLY_RESPONSIBLE_ADVERTISING_CAN_IT_BE_ACHIEVED
—; Pitts, ST and Lawrence, CR (2002b): "Ethical and social responsibility considerations in advertising". Proceedings of the Academy for Studies in Business Law, Vol. 6, Nº1: 67-73.
Lema Devesa, C. y Gómez Montero, J. (2010): Código de publicidad. Madrid: Marcial Pons (5ªedición).
Leiñena Mendizábal, E. e Irákulis Arregi, N. (2007): "La publicidad ilícita y el estudio de la Directiva 2005/29/ CE (LCEur 2005, 1143) sobre prácticas comerciales desleales". Aranzadi Civil, 2: 2433-2463.
Morse, S. (1906): "An Awaken on Wall Street". The American Magazine. September.
Muela Molina, C. y Perelló Oliver, S. (2011): "La publicidad desleal en la radio española: un análisis empírico". Doxa Comunicación nº 12: 107-128. Disponible en web. http://www.doxacomunicacion.es/pdf/artculomuelayperell.pdf
Muñoz Cuesta, J. (2017): "Protección penal del consumidor". Revista del Ministerio Fiscal, nº 4, La Protección Jurídica de los Consumidores y Usuarios. 124-141.
Murphy, PE (1998): "Ethics in Advertising: Review, Analysis, and Suggestions". Journal of Public Policy & Marketing. Vol. 17(2): 316-320.
Ordeix, E. (2009): "The Excellence Study in Internal Public Relations. An International Paradigm". Trípodos, 24 (1): 41-52.
— y Huertas, A. (2012): "Análisis cualitativo y perspectiva crítica del Estudio de la Excelencia de James Grunig en el desarrollo profesional de las relaciones públicas en España". Actas del VII Congreso Internacional de Investigación en Relaciones Públicas. Sevilla, 21-23 Marzo. Disponible en web. https://idus.us.es/xmlui/bitstream/handle/11441/39273/Pages%20from%20Actas_VII_Congreso_AIRP_Sevilla2012.pdf?sequence=1
Perelló Oliver, S. y Muela Molina, C. (2016): "El Sistema de Autorregulación publicitaria en España desde la perspectiva de la protección del consumidor". Prisma Social nº 17: 24-45. Disponible en web. http://revistaprismasocial.es/article/view/1274.
Preston, IL (1975): The great American blow-up: Puffery in advertising and selling. Madison, WI: University of Wisconsin Press.
— (2010): "Interaction of law and ethics in matters of advertisers' responsibility for protecting consumers". The Journal of Consumer Affairs, 44(1): 259-264.
Tribunal Supremo (Sala de lo Civil) (2000): STS de 2 de octubre de 2000 (RJ 2000/8131). Ponente Excmo. Sr. Román García Varela.
Schwartz, M.S. y Carroll, A.B. (2003): "Corporate Social Responsibility: A Three-Domain Approach". Business Ethics Quarterly. Vol. 13, Issue 4: 503-530.
von Bertalanffy, L. (1976): Teoría General de los Sistemas. Fundamentos, desarrollo y aplicaciones. México: Fondo de Cultura Económica.
Wartick, S.L. and Cochran, P.L. (1985): "The Evolution of the Corporate Social Performance Model". Academy of Management Review, 10, 758-769.
Wood, D.J. (1991): "Corporate Social Performance Revisited". The Academy of Management Review. Vol. 16, No. 4 (Oct.): 691-718
Similar Articles
- José Luis Palacios Gómez, Four socio-statistical considerations to revise the femicide´s etiology in Spain , methaodos.social science journal: Vol. 8 No. 2 (2020)
- Christian Kaden, System analysis as text analysis. Richard Wagner viewed from Cosima Wagner´s Diaries , methaodos.social science journal: Vol. 4 No. 1 (2016): Sociology of Music
- Yolanda Agudo Arroyo, María Gómez Escarda (2013): La familia en las Fuerzas Armadas españolas. Madrid: Ministerio de Defensa , methaodos.social science journal: Vol. 1 No. 1 (2013)
- Jaime Hormigos Ruiz (coordinador del monográfico), Sociology applied to the study of music , methaodos.social science journal: Vol. 4 No. 1 (2016): Sociology of Music
You may also start an advanced similarity search for this article.