Abstract

This paper examines the ethical implications of targeted advertising, a marketing strategy that utilises consumer data to deliver personalised ads to specific individuals. While some argue that targeted advertising is an effective and efficient way to reach consumers and improve business outcomes, others have raised concerns about its impact on privacy, autonomy, and discrimination. The paper reviews the existing literature on the topic and analyses the ethical dimensions of targeted advertising from multiple perspectives, including individual rights, societal values, and corporate responsibility. The study finds that while targeted advertising can provide benefits such as increased relevance and reduced clutter, it also raises significant ethical concerns related to privacy violations, algorithmic bias, and the manipulation of consumer behaviour. The paper discusses several ethical frameworks and principles, such as informed consent, transparency, and fairness, that can be used to evaluate the moral implications of targeted advertising and guide responsible business practices. Based on these insights, the paper concludes on the basis of empirical data conducted through google forms that form the basis of recommendations for policymakers, marketers, and consumers to promote the ethical and responsible use of targeted advertising in today's digital economy.

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