The Socially Responsible Advertising: in Quest for Values...

Abstract

CSR requires a responsible approach in all areas of the company's operations, including advertising activities. The basic aim of the article is to identify the values that should be the basis for building socially responsible communication. The research question is if there is any area of advertising that is not subject to legal regulations or even ethical principles, and may be subject to the idea of CSR. The study is a theoretical consideration, based on the analysis of legal regulations, ethical standards and case studies.