Advertising ethics can best be defined as:

The definition of advertising ethics as moral principles guiding advertising messages emphasizes the importance of integrity and social responsibility within the advertising industry. This perspective focuses on how advertisers should create content that is truthful, fair, respectful, and considerate of the audience's values and beliefs. It is crucial for maintaining trust with consumers and the public, particularly in a landscape where advertisements can significantly influence public perception and behavior.

This ethical framework goes beyond legal requirements, which are outlined in laws governing advertising practices. While laws can dictate what is permissible, ethics involves a higher standard of conduct that addresses what is right or wrong in conveying messages. It also differs from simply focusing on strategies to increase sales or considering it a trend in marketing strategy formulation, both of which may prioritize profit over ethical considerations. Thus, moral principles are essential components that shape how advertising messages should be crafted and delivered, ensuring responsibility towards consumers and society at large.