Ethical Standards for Cross-Country Advertising

doi:N/A

eISSN: None / ISSN: 1010-7347

Journal of International Marketing and Marketing Research

2026, Volume 4, Issue 2 : 1-5

Research Article

Ethical Standards for Cross-Country Advertising

Eleanor M. Ford

Abdul Rahim

Chiho Matsuda

School of Global Media Regulation, London School of Economics, UK

Centre for International Marketing Ethics, Indian Institute of Marketing & Public Policy, New Delhi, India

Faculty of Digital Culture & Consumer Responsibility, University of Tokyo, Japan

Abstract

Cross-country advertising increasingly shapes how global brands communicate values, influence consumer behavior, and promote products across diverse geopolitical, cultural, and regulatory environments. Ethical concerns arise when advertising practices conflict with cultural norms, exploit data, misrepresent identity, manipulate vulnerable groups, or bypass local regulatory frameworks. This paper analyzes global ethical standards for cross-country advertising with comparative analysis of policy frameworks from the EU, USA, GCC, ASEAN, and African Union. Findings reveal that ethical advertising requires culturally sensitive messaging, transparent data governance, truthfulness, inclusivity, and compliance with multi-jurisdictional legal systems. A cross-country ethical compliance model is proposed to guide brands operating across borders.

Keywords

Cross-Country Advertising

Marketing Ethics

Global Communication

Cultural Regulation

Consumer Protection

Digital Advertising Standards

License

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