The objective of this article ls to understand the perception of the ethics concept, the ethical performance and the social responsibility of advertising in Latin America. Definitions of standards and guidelines are presented to allow the comprehension of the advertisers' pradices. Trends are analysed in nine countries: Argentina, Brazil, Chile, Costa Rica, Guatemala, Honduras, Mexico, Panama and Venezuela. An ethical perspective might be missing in some advertising campaigns for products, services and ideas.
ethics; advertising campaigs; social responsibility; Latin America