Agency practitioners` perceptions of professional ethics in Taiwan

Abstract

A survey was conducted on the advertising practitioners in Taiwan concerning their experiences of ethical challenges at work. Among 120 respondents, while 32.5% responded that ethical problems did not exist, 67.5% admitted that ethical problems were commonplace at work. According to these respondents, the most frequently mentioned ethical problems were representing unethical products or services, the message of advertisements, agency-client relationship, the creditability of research, under-table rebate, and the quality of service. Suggestions for international advertising managers are also provided by comparing the finding from the present study with earlier studies in the United States.