Pelanggaran Etika Pariwara Indonesia dalam Iklan Golden Klinik Kecantikan di Media Luar Griya

This research explores ethical violations in Golden Beauty Clinic advertisements using a qualitative descriptive method. The focus of this research is on the use of hyperbolic phrases that could lead to false claims potentially violating Indonesian Advertising Ethics. This research employs a descriptive qualitative approach. This study found that Golden Beauty Clinic's outdoor advertising violated Indonesian Advertising Ethics with the misleading claim 'come once, cheeks go down'. The claim offers unrealistic instant hope, ignoring the fact that beauty treatments require time and ongoing procedures. This advertisement also violates the provisions regarding the use of hyperbole, which should have transparency and clarity. Overall, these violations highlight the importance of adhering to advertising ethics to protect consumers and ensure honest and accurate information

Beauty · Descriptive research · Focus group · Indonesian · Qualitative research · SMEs Development and Digital Marketing