AGENCY PRACTITIONERS PERCEPTIONS OF PROFESSIONAL ETHICS IN TAIWAN

A survey was conducted on the advertising practitioners in Taiwan conc erning their experiences of ethical challenges at work. Among 120 resp ondents, while 32.5 percent responded that ethical problems did not ex ist, 67.5 percent admitted that ethical problem was a commonplace at w ork. According to these respondents, the most frequently mentioned eth ical problems area representing unethical products or services, the me ssage of advertisements, agency-client relationship, the creditability of research, undertable rebate, and the quality of service. Suggestio ns for international advertising managers were also provided by compar ing the finding from the present study with earlier studies in the Uni ted States. However, due to its preliminary nature, the present study should be considered exploratory and descriptive rather than conclusiv e, with the hope to inspire more research on advertising ethics in Tai wan as well as in other countries in the world.