FöRFATTARE
Langgren, Sofia; Stenquist, Jessica

DATUM
2000-06-08

INSTITUTION
Industriell ekonomi och samhällsvetenskap / Industriell marknadsföring och e-handel

SAMMANFATTNING
We have in this thesis described, explored and started to explain how companies view ethics in advertising. We have described the ethical issues in advertising that companies face and how companies' advertising codes of ethics can be described. Further, we have looked at the factors that influence ethics in advertising. The research was conducted through case studies on two Swedish companies with international operations, ICA AB and Swedish Match. We have come to the conclusion that companies face different ethical issues in advertising and that these vary depending on industry, company and product type. A company's code of ethics in advertising can be described as a set of guidelines intended to promote high ethical standards in advertising. A number of different factors influence ethics in advertising and these can be divided into external and internal influences.

ISSN 1404-5508 / ISRN LTU-SHU-EX--00/231--SE / NR 2000:231