An edited list of conclusions from the Papal report ‘ETHICS IN ADVERTISING’:
1. ADVERTISERS ARE MORALLY RESPONSIBLE FOR WHAT THEY SEEK TO MOVE PEOPLE TO DO.
2. IT IS MORALLY WRONG TO USE MAINPULATIVE. EXPLOITATIVE, CORRUPT AND CORRUPTING METHODS OF PERSUASION AND MOTIVATION.
3. THE CONTENT OF COMMUNICATION SHOULD BE COMMUNICATED HONESTLY AND PROPERLY.
4. ADVERTISING MAY NOT DELIBERATELY SEEK TO DECIEVE, BY WHAT IT SAYS, WHAT IT IMPLIES OR WHAT IT FAILS TO SAY.
5. ABUSE OF ADVERTISING CAN VIOLATE THE DIGNITY OF THE HUMAN PERSON, APPEALING TO LUST, VANITY, ENVY AND GREED.
6. ADVERTISING TO CHILDREN BY EXPLOITING THEIR CREDULITY AND SUGGESTIBILITY OFFENDS AGAINST THE DIGNITY AND RIGHTS OF BOTH CHILDREN AND PARENTS.
7. ADVERTISING THAT REDUCES HUMAN PROGRESS TO ACQUIRING MATERIAL GOODS AND CULTIVATING A LAVISH LIFESTYLE IS HARMFUL TO INDIVIDUALS AND SOCIETY ALIKE.
8. CLIENTS WHO COMMISSION WORK CAN CREATE POWERFUL INDUCEMENTS TO UNETHICAL BEHAVIOUR.
9. POLITICAL ADVERTISING IS AN APPROPRIATE AREA FOR REGULATION: HOW MUCH MONEY MAT BE SPENT, HOW AND FROM WHOM MONEY MAY BE RAISED.
10. ADVERTISERS SHOULD UNDERTAKE TO REPAIR THE HARM DONE BY ADVERTISING.
” —Design Observer: writings about design & culture