| Summary: | Many advertisements are designed precisely to attack and harm consumers, so it requires
the existence of ethics that is useful to protect the rights and interest of consumers. This study
aims to determine how consumer perceptions about the impact factor of lack of truthfulness and
honesty, offensive, discriminate use of ad and unacceptable to society (surrogate), and unfairness
in competition against unethical advertisement. In addition, it is to know the extent to which
differences in perceptions of unethical advertisement that arise between groups of respondents
who had received the business ethics course specifically with respondents who have no business
ethics courses. Respondents from this study amounted to 200 respondents, which is then divided
into two major group based on experience in getting business ethics courses. Respondents were
then given a questionnaire with closed-type questions, using Likert scale.
The result of this study revealed surprising differences in perception between groups of
respondents who had received the business ethics with a group of respondents who have never
received the business ethics of unethical advertisement. For the group who had received the
business ethics a significant factor in shaping perceptions of unethical advertisement are
discriminate use of ad and unacceptable to society (surrogate), and unfairness in competition.
The significant factor as for the group who have never received a business ethics are lack of
truthfulness and honesty, offensive, and unfairness in competition.
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