Outline
Advertisements may lead to contradiction in moral principles of companies and customers. Sometimes customers feel deceived, believing all advertisement inform but this information may be insufficient. This is why one of the possible solution of the dilemma is: for companies - to inform customers better, for customers – to be more attentive and pay more attention to unclear points of an advertisement. Nonetheless, ethical and moral principles still may be viewed differently.

Speaking about the company-customer relations, or to put it more precisely a producer of goods or services – a consumer, there have always been contradictions and the difference in views on one and the same situation can vary dramatically putting both participants of a conflict on the opposing poles. One of the main important points of such contradictions leading to the company-customer opposition was difference in ethical and moral interpretation. In other words, despite the fact that the moral and ethical principle are basically the same in the society they may be interpreted differently depending on the situation.
In fact this is exactly what has happened in the case of customers’ complaints that the advertisement is not true. The main reason for such a judgment from the part of the customer is a blind belief in what the advertisement promotes without deeper reflections on the entity of the proposition. At the same time, it cannot be interpreted definitely as lie. On the contrary, it should be treated as a lack of information provided by the advertisement, i.e. by the company or a person that created and promoted it, for the customer. On projecting this situation in the moral and ethical dimension, it becomes clear that the main question to be answer whether it is moral to provide insufficient information in the advertisement or it has to be wider and better understandable for customers. From the point of view of the customer it is unfair and cannot be justified by any reasons. On the other hand, the company is motivated by market principles which are often far from ideal moral and ethical principles of the society but at the same the basic information as for the price have been provided. Nonetheless, it is necessary to admit that the advertisement has to be improved and some additional information or some remarks as for customers’ expenditures have to be provided.
In all probability it is the best decision that can be taken in such a situation. It is obvious that the society traditionally tends to establish fair and just relations between its members and insufficient information that leads to what the customers interpret as a great deception is absolutely unacceptable by the public. According to the society ground rules, such a situation can never appear in a highly developed society or at least it is necessary to avoid it by all possible means, otherwise, the company’s image would be immoral and consequently the company at large and its products or services would be discredited and rejected.
In such a context the decision to provide additional information seems to be ethically motivated and should be supported by the society. On the other hand, if the information concerning the prices will be amply given to the customers it will make the company less attractive for its potential clients, especially if other companies do not share this fair principle. Obviously the advertisement should be informative to the extent that the customers could figure out the final price but the real and full price eventually should not be named that leads to the situation when the company, on the one hand, provides enough information and fulfils its moral and ethical obligations as for its clients, while the customers also should make some efforts to get the costs they will have to pay but it may also lead some clients to the feeling of being deceived. Unfortunately, this is probably the best way out and the solution of the dilemma. In such a situation the contradiction in moral interpretation of the situation will be less radical and not so contrasting.
Thus, in conclusion, it is possible to say that the advertisement should not violate moral and ethical principles that are basic within the society. At the same time it is necessary to realise that the moral and ethical principles may be viewed and, what is more important, used differently by companies through advertisements and customers. The only solution of this problem is to make the split in views possibly narrow.