To determine the unethical aspects of Mobile Telecom industry's promotional advertisements on television targeting youth in Islamabad

Abstract

The modern advent of services offered by the Telecommunication service providers and Mobile network operators have attracted a huge segment of literate youth who are school, college and University students in the urban sector. Thereby, almost all the relevant companies of the Mobile Telecommunication industry, target the youth in the urban areas either openly or indirectly to at least imply for the same. The targeting is done through promotions whereby television is the predominant medium to convey the message for selling. As a result, the impact on youngsters specifically adolescents is immense to the extent of altering their mindset almost entirely which leads them to exhibit actions that apparently show symptoms of socially unacceptable behavior. The foremost spur to address this problem via a research is to draw attention to this situation which we feel is parasitic to the vulnerable youth segment who are adolescents in school or college, or in students in University. We consider this our ethical responsibility to bring this matter into consideration after observing this deviation from the anticipated norm.