Advertising Ethics Dilemma | Marketing Lesson Plan

Ad Ethics Dilemma - Marketing and Advertising Example

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Lesson Plan Overview

Template and Class Instructions

Lesson Plan Overview

Advertising has rules, and it also has gray areas where something is legal but may not be right. In this marketing lesson, students storyboard an advertising dilemma: a situation with two tempting choices, the people each choice affects, and the decision they would make and why. It is a strong discussion lesson after students have learned persuasion techniques, because they now know how much power an ad has.

The example is about sponsorship disclosure. In the United States, the Federal Trade Commission's endorsement guides say that people who promote a product must clearly disclose a connection to the brand, including getting the product for free.

Before You Begin

Prerequisite: Spot the Persuasion Technique.
Choose a dilemma: students can use the example or choose one of these:
- Ads aimed at kids: TagBack could advertise in a free game played by second graders, who would then ask their parents to buy it.
- A too-good claim: a draft ad says "Never lose anything again!", but about 1 in 10 labelled items still isn't returned.
Time needed: 45 minutes, including a short class discussion.
Assessment: both options are presented fairly, at least two groups of people affected are named, and the decision is justified with a reason, not just a feeling.

The Six Cells

CELL	WHAT STUDENTS SHOW	EXAMPLE: TAGBACK
1. The Situation	What happened and the choice to make.	A local parenting blogger with 8,000 followers offers to post about TagBack in exchange for free packs, but doesn't want to add #ad.
2. Option A	The first choice and why it is tempting.	Agree. It's free advertising to thousands of parents, and the post will look more genuine.
3. Option B	The second choice and why it is tempting.	Ask her to disclose the free packs, even if she might say no.
4. Who Is Affected	The people each option helps or hurts.	Her followers (who trust her), the blogger, TagBack's reputation, and honest competitors.
5. The Rules	Any law, rule, or value that applies.	FTC endorsement guides: free products are a connection that should be disclosed. TagBack's brand says "reliable."
6. The Decision	The choice and the reason.	Option B. If parents learn it was a hidden ad, they won't trust TagBack, and trust is what the brand sells.

Differentiation

Grades 9–12 and DECA: hold a short debate in which each side argues the option they did not choose.
Support: provide sentence starters for cell 6: "I would choose... because... even though..."

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Template and Class Instructions

(These instructions are completely customizable. After clicking "Copy Activity", update the instructions on the Edit Tab of the assignment.)

Student Instructions

Create a storyboard that explores an advertising dilemma and your decision.

Click "Use This Template" from the assignment.
In cell 1, show the situation and the choice that has to be made.
In cells 2 and 3, show each option and why it is tempting.
In cell 4, show who each option affects.
In cell 5, explain any law, rule, or value that applies.
In cell 6, show your decision and explain your reasoning.
Save and submit your storyboard.

Ad Ethics Dilemma - Marketing and Advertising Template

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Lesson Plan Reference

Grade Level 9-12

Difficulty Level 3 (Developing to Mastery)

Type of Assignment Individual, Partner, or Group

Type of Activity: Dilemmas

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Lesson Plan Overview

Before You Begin

Prerequisite: Spot the Persuasion Technique.
Choose a dilemma: students can use the example or choose one of these:
- Ads aimed at kids: TagBack could advertise in a free game played by second graders, who would then ask their parents to buy it.
- A too-good claim: a draft ad says "Never lose anything again!", but about 1 in 10 labelled items still isn't returned.
Time needed: 45 minutes, including a short class discussion.
Assessment: both options are presented fairly, at least two groups of people affected are named, and the decision is justified with a reason, not just a feeling.

The Six Cells

CELL	WHAT STUDENTS SHOW	EXAMPLE: TAGBACK
1. The Situation	What happened and the choice to make.	A local parenting blogger with 8,000 followers offers to post about TagBack in exchange for free packs, but doesn't want to add #ad.
2. Option A	The first choice and why it is tempting.	Agree. It's free advertising to thousands of parents, and the post will look more genuine.
3. Option B	The second choice and why it is tempting.	Ask her to disclose the free packs, even if she might say no.
4. Who Is Affected	The people each option helps or hurts.	Her followers (who trust her), the blogger, TagBack's reputation, and honest competitors.
5. The Rules	Any law, rule, or value that applies.	FTC endorsement guides: free products are a connection that should be disclosed. TagBack's brand says "reliable."
6. The Decision	The choice and the reason.	Option B. If parents learn it was a hidden ad, they won't trust TagBack, and trust is what the brand sells.

Differentiation

Grades 9–12 and DECA: hold a short debate in which each side argues the option they did not choose.
Support: provide sentence starters for cell 6: "I would choose... because... even though..."

Copy Activity

Template and Class Instructions

(These instructions are completely customizable. After clicking "Copy Activity", update the instructions on the Edit Tab of the assignment.)

Student Instructions

Create a storyboard that explores an advertising dilemma and your decision.

Click "Use This Template" from the assignment.
In cell 1, show the situation and the choice that has to be made.
In cells 2 and 3, show each option and why it is tempting.
In cell 4, show who each option affects.
In cell 5, explain any law, rule, or value that applies.
In cell 6, show your decision and explain your reasoning.
Save and submit your storyboard.

More options

Copy This Storyboard

Lesson Plan Reference

Grade Level 9-12

Difficulty Level 3 (Developing to Mastery)

Type of Assignment Individual, Partner, or Group

Type of Activity: Dilemmas

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How to Run an Advertising Ethics Dilemma

Choose a dilemma

Students pick the sponsored-post example or one of the alternatives: ads aimed at young kids or a too-good claim.

Lay out both options

Students show each option in its own cell and explain why it is tempting.

Identify who is affected

Students name everyone each option helps or hurts, from customers to competitors.

Find the rule or value

Students note any law, guideline, or brand value that applies, such as the FTC endorsement guides.

Decide and discuss

Students show their decision with a reason, then compare choices in a class discussion or short debate.

Frequently Asked Questions about Teaching Advertising Ethics

Do influencers have to disclose sponsored posts?

In the United States, yes. The Federal Trade Commission's endorsement guides say that anyone promoting a product must clearly disclose a connection to the brand, and that includes getting the product for free, not just being paid. Labels such as #ad or "sponsored" are common ways to disclose. Rules differ in other countries.

Why teach advertising ethics in a marketing class?

By this point students know how much power an ad has, so it is the right moment to ask how that power should be used. Ethics also comes up in DECA role-plays and in real marketing jobs, where trust is often the most valuable thing a brand has. A dilemma makes the discussion concrete instead of abstract.

What other advertising dilemmas can students choose?

The activity offers two more: advertising in a free game played by young children who will then ask their parents to buy, and a draft ad that promises "never lose anything again" when some items are still not returned. Students can also bring a dilemma from a real ad they have seen, as long as they present both sides fairly.

How do I run the discussion after the storyboards?

Group students who chose different options and have each explain their reasoning. For high school, hold a short debate in which each side argues the option it did not choose. Close by asking which choice protects the brand's trust over time, and whether the law and the right choice are always the same.

How should I grade the ethics dilemma?

Look for both options presented fairly, at least two groups of people affected, a rule or value that applies, and a decision justified with a reason rather than a feeling. There is no single right answer. A well-argued Option A can earn full marks if it honestly weighs the people affected.