Ethics in Advertising: Perceptions in Russian and English Cultures

Daria Kiseleva

Bachelor's thesis

Abstract:

This bachelor thesis examines ethical perceptions of advertising in Russian and English cultural contexts, with a particular focus on how consumers evaluate unethical advertising practices and how these perceptions influence purchasing behavior. The study combines a theoretical review of advertising ethics, cultural differences, and regulatory frameworks with a practical questionnaire survey conducted among consumers in Russia and the United Kingdom. The results indicate that while both groups share a common ethical baseline, significant differences exist in the evaluation of misleading claims, truthfulness, and the role of regulation. Russian respondents demonstrated greater sensitivity toward factual accuracy, whereas British respondents showed higher trust in regulatory institutions and greater tolerance for creative exaggeration. The findings confirm that advertising ethics are shaped by both universal moral principles and culturally specific expectations, highlighting the importance of cultural adaptation in international advertising strategies.

Keywords

consumer behavior, social responsibility, Russian culture, ethics, advertising, code of ethics, Advertising Council, advertising regulation, comparative advertising, English culture

Language used: English

Date on which the thesis was submitted / produced: 18. 3. 2026

Thesis defence

• Date of defence: 21. 5. 2026
• Supervisor: Mgr. Kristýna Dobiášová
• Reader: Martina Jarkovská, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme:
Business Administration