“Therefore, having cast off falsehood, let each of you speak the truth to his neighbor, for we are members of one another” (Ephesians 4:25, NLT) (Evans, 2009). The Christian worldview requires that we care for one another, sometimes through acts of kindness or charity. This verse emphasizes the importance of being honest with one another because we are all in this human battle together. Unfortunately, not everyone today subscribes to this Christian worldview and relies on deception to make money. To make more money, many businesses have used various promotional tactics. Carol Rados investigates these issues in prescription drugs in her article Truth in Advertising (Rados, 2004). The significant issues she raises about advertising include guidelines for how advertisements are permitted to be produced and approved commercials. Her article expresses her concern for advertising ethics and truth. While incorporating a biblical perspective, this paper will examine various questions raised in the Rados articles, such as defining reality in advertising, excessive product promotion, and consumer stewardship in shopping.
Today, before making a decision, consumers prefer to first educate themselves. Unfortunately, the extent to which this occurs varies greatly, and many people are forced to rely on television, radio, and social media advertisements for the information they require. Rados’ concern is that, even when drug companies follow ad guidelines, the information relayed to consumers is frequently exaggerated. Many use informational manipulation to persuade buyers to buy a specific brand or product through advertisements (Stanwick & Stanwick, 2016).
The premise of truth in advertising is based on the whole and honest disclosure of any issues or risks associated with using a product. Advertising truths should be more utilitarian, built, and marketed to improve people’s lives rather than make money. However, many of these businesses create advertisements to pique people’s interests and educate them about the benefits of their products. Some companies even make false claims that are not supported by research or evidence to appeal to specific customers.
When a product is overly promoted, it is easy to spot. Frequently, their commercials will air back-to-back, with the actors appearing overly enamored or pleased with a product. Another telltale sign of an overly advertised product is a product ad that states ‘limited time only’ or ‘over x number of products sold!’ Each of these examples reeks of forms or marketing gimmickry. Offering rewards or discounts and providing limited information in the hopes of limiting the consumer’s understanding of options are examples of such tactics.
The Bible warns us that such organizations do not serve the Lord’s Will: “For such persons serve not our Lord Christ, but their own appetites, and by smooth talk and flattery they deceive the hearts of the naive” (Romans 16:18, NLT). Perhaps, the people’s idea of being naive is what motivates advertisers to do what they do. The customer’s responsibility in educating themselves rather than blindly following ad recommendations will be discussed in the next section.
As mentioned above, people have more power than ever to make decisions. This results from the change of perspective from trust in God (as in Christian humanism) to naturalism (Sire, 2009). Naturalism gives man total control over his own life and makes him feel worthy. They do not feel obliged to a higher power to take care of their bodies, as it is written in the Bible: “Or do you not know that your body is a temple of the Holy Spirit in you, that you have from God? You are not owned by you because you were bought with a price. So glorify God in your body” (1 Corinthians 6:20, NLT) (Evans, 2009). As a result, they are more willing to find an easy way out of problems, such as taking medication for an ailment, rather than addressing the root of the problem (Rados, 2004).
Since each of us has free will, we are also tasked with making informed decisions. Advertising would be less dangerous if people were more willing to research the scientifically based benefits of specific products. Humans bear the responsibility of fully informing their doctors about medical conditions without adopting a mentality of the customer is always right toward healthcare. Even naturalists must recognize that each person’s expertise and discernment abilities are limited and rely on others to determine what is best. God expects us to be truthful and sincere in our actions. Several passages in the Bible both condemn and encourage us to tell the truth. That being said, we can be certain that those who lie in real life and advertising will not be allowed into heaven: “No one who practices deception shall dwell in my house; no one who utters lies shall continue before my eyes” (Psalm 101:7, NLT) (Evans, 2009).
Many companies are always concerned with making and maximizing profits and thus protecting the interests of the shareholders. One thing they fail to consider is the negative consequences of their dishonest tactics being exposed. Their reputation suffers as a result, and they lose the trust and business of long-term customers. Therefore, the public should not fall for these commonly used tactics. You have to arm yourself with knowledge, otherwise, you will expose yourself to the victim. In a perfect world, one would not have to be suspicious of others. Take a look at the biblical perspective and worldview to discern other questions related to truth in advertising, product promotion, and the buyer’s responsibility to provide a multifaceted view of advertising today.
References
Evans, M. J. (2009). The Women’s Study Bible: New Living Translation Second Edition. Oxford University Press, USA.
Stanwick, P., & Stanwick, S. (2013). Understanding business ethics. Sage.
Rados, C. (2004). Truth in advertising: Rx drug ads come of age. FDA consumer, 38(4), 20-27.
Sire, J. (2009). The universe next door: A basic worldview catalog (5th ed.). Downers Grove, Ill.: InterVarsity Press.