ETHICAL ADVERTISING FOR A POSITIVE SOCIAL IMPACT

Abstract

Technology, science, almost every human activity is (can be) dangerous without ethics. This is especially true for advertising, which has an impact on a large number of people, on their physical and mental health, and on the environment. Ethical advertising is advertising that has a positive impact on people, with the least harm to the environment. There is no ethical advertising without ethical business. Ethical business is a socially responsible business; a business that is responsible to society. The article presents the definition, principles, and methods of ethical advertising, including digital marketing and self-promotion tools with four examples of ethical projects from the author's practice; (1) the #Buy responsibly campaign, (2) TOTI DCA daily activity center for the elderly people, (3) the project "Maribor, the European Capital of Social Economy" and (4) the environmental cleaning campaign Let's Clean Slovenia in One Day. It also presents two emerging opportunities for international cooperation: (1) Buy Social and (2) the Balkan School of Social Economy within the European Business School of Social Economy. Ethical advertising of presented ethical projects had a positive social and environmental impact.