Nurturing Sustainability, Ethics and CSR in Corporate Communication: Through Regulatory Role of ASCI - An Analytical Study

Abstract

Ethics in business is a very important issue now, predominantly because of more and more scams getting exposed. Though, it is vital to understand in every province of management, the significance of ethics. The remarkable progress in the arena of market communications demands an investigation into consumers’ perception of ethics in corporate communications. There is a growing progress among academicians and professionals to study the relationship between ethics and sustainability and its impact on corporate communication. Indian Marketers and MNCs effective in India underway realized the significance of ethics and CSR in marketing communication and their role in the business which is capable of taking care of the society’s interest at the same time optimizing the profit of their organizations. This Paper while explaining the importance of ethics in marketing communication to put the businesses on sustainable path attempts to highlight the role played by ASCI (Advertising standard council of India), the self regulatory organisation for advertising content. This paper also gives some case studies which ensure the fact that companies whose marketing communication policies are not ethical are forced to withdraw their advertisement or have been asked to modify that by our regulatory authority of India ASCI (Advertising standard council of India).The lesson learnt from these cases is that ethics has to be nurtured in the marketing communication policies of the companies and is considered to be a sustainable strategy and game changer for Indian corporations.