In recent years, advertising has become an ubiquitous part of our everyday lives, with businesses leveraging it to build relationships with consumers and establish trust in a competitive marketplace. For the Bugle it is critical as it enables us to deliver a free community paper. 

However, a troubling trend has begun to surface locally, one that raises significant ethical concerns. The Bugle has been approached on multiple occasions to place large advertisements not to promote products or services, but as a platform for public vendettas. These "vendetta ads" target individuals, businesses, or organisations, broadcasting perceived wrongdoings and encouraging others to take action or form negative opinions. This development demands a serious conversation about the ethics of advertising and its potential for misuse.  

Whilst we might understand the angst behind the action and can often present it more credibly in story form, is this merely an upgrade from the social platforms that seem to think anything is OK to say, despite the ‘no hate talk’ subscribed to when joining a group or platform. A disturbing trend that is prolific in our own LGA. 

At its core, advertising is meant to inform, engage, and, yes, persuade. When done ethically, it adheres to principles of truth, fairness, and transparency. Advertisements are supposed to benefit society by offering useful information or promoting goods and services that improve quality of life. However, when advertising becomes a weapon for

personal grievances, it undermines these ethical principles, potentially causing more harm than good.

One of the main ethical issues at play in this trend is the risk of defamation. Unlike a fair review or complaint submitted through proper channels, vendetta advertising often skews the truth, presenting biased or one-sided narratives that may mislead the public. These advertisements can damage reputations, even if the accusations are exaggerated or false. Businesses that are targeted may face lost revenue, a tarnished public image, or even closure—all based on a version of events that hasn't been fully vetted. The consequences are even more severe when individuals are targeted, as they will suffer emotional distress, harassment, or ostracism within their community.

Retaliation advertising can create a toxic community environment. A hallmark of healthy communities is the ability to resolve conflicts through dialogue, mediation, or legal means. When individuals resort to paid advertising to air grievances, it bypasses these essential processes, fuelling animosity and division. It can turn communities into battlegrounds of public shaming rather than fostering understanding, cooperation, and growth.

Do media outlets, newspapers, and social media channels have a responsibility to scrutinise the content of advertisements before they are published? Ethically, they should. Just as media companies are held to standards of truth and responsibility in the editorial content they produce, they should ensure that the advertisements they accept do not promote harmful or misleading messages. Failing to do so could result in the platform being complicit in spreading falsehoods or encouraging negative behaviour.

But this is not to suggest that advertising should be entirely devoid of critique. There is a long history of advertisements being used to promote social justice causes or raise awareness about unethical corporate practices. When done transparently, with a balanced and factual approach, these campaigns can benefit society. The key difference lies in intent and execution. Whereas ethical advertising for social causes seeks to inform and improve society, vendetta advertising is often driven by personal anger, revenge, or bitterness, with little regard for the consequences.

Community members should feel empowered to voice concerns about businesses or individuals, but through appropriate channels—whether that be through online reviews, customer service complaints, or even legal avenues. Communities, too, must foster a culture where disputes can be resolved constructively, rather than sensationalised through public advertisements or social media critique by keyboard warriors.

Ultimately, advertising is a powerful tool. It shapes opinions, influences behaviours, and, in some cases, can even affect the fate of businesses or individuals. As with any powerful tool, it must be used responsibly. When wielded ethically, advertising serves as a force for good, promoting transparency, accountability, and progress. But when misused, as in the case of vendetta ads, it can cause untold damage to individuals, businesses, and communities alike. As a society, we must remain vigilant in ensuring that the power of advertising is used wisely, fairly, and for the greater good.