The advertising industry has no specific Code of Ethics or Code of Professional Conduct. This is mainly due to the fact that advertising is an act of communication and communication is protected by the First Amendment. So, when other occupations can implement a Code that is enforceable by law, any effort to enforce an ethical code for advertising would be a huge ordeal with freedom of speech guarantees.

The closest thing to an Advertising Code of Ethics is the Code of Advertising adopted by the Council of

Comparisons between advertising spending on the WWW and traditional media show that the Web is in its beginning as an advertising medium. Although there are large uncertainties associated with the figures for Web advertising spending, the figures do indicate it will take several years for the Web to become a major threat to the advertising revenues of traditional mass media.

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Companies are using the fastest growing part of the Internet, the World Wide Web (WWW), for commercial purposes more and more. They are attracted to the low costs of making information available, the possibilities of reaching a global audience, and the opportunity to use the medium's interactivity to create a dialogue with the audience.

Better Business Bureaus (CBBB). That code applies to all Better Business Bureau members, and is enforced through the CBBB's National Advertising Division (NAD). The consumer files a complaint with the NAD. If enough complaints are received concerning a specific advertising campaign then NAD will then ask the advertiser to comply with the Code of Advertising and change the advertisement. This is a way that the consumer can voice their concerns about advertising campaigns that they feel are offensive. A classic example would be the complaints that were made against the Camel cigarette advertising campaign with Joe Camel. Parents, activists, and psyche officials all agreed that the advertisements of the cartoon character smoking promoted cigarettes to a young generation.

Throughout history, technological breakthroughs have created fundamental changes in the way we communicate and relate to each other. The new forms of communication that have surfaced throughout time have each in their own way, influenced society dramatically.

There is a government agency that can get involved if an individual feels that an advertisement was deceptive. The Federal Trade Commission (FTC) is the principal regulator of deceptive advertising in the United States. According to its 1993 Policy Statement on deception, the FTC considers a marketing effort to be deceptive if " there is a representation, omission, act or practice, that is likely to mislead consumers acting reasonably under circumstances, and that representation omission, or practice is "material." " The term "material" refers to the fact that some deceptive claims are ridiculous, and that the FTC will only regulate deceptions that are important to consumers'.

The future of the media is likely to be interactive. And the WWW offers valuable insights and learning possibilities for advertisers who want to understand and influence the development of advertising beyond the principles and practices formed by traditional mass media.

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