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Articles

Vol. 12 No. 2 (2025): August

Superlative Claims as Violations of Indonesian Advertising Ethics in YouTube Ads: Ads for Azarine Kids, Ichitan, Le Minerale, SGM, and Zwitsal

DOI:
https://doi.org/10.22487/ejk.v12i2.1677
Submitted
December 18, 2024
Published
September 1, 2025

Abstract

This study aims to analyze violations of advertising ethics in the form of superlative claims used in Azarine Kids, Ichitan, Le Minerale, SGM, and Zwitsal advertisements broadcast on YouTube. Superlative claims are often used to attract consumers’ attention by stating product superiority excessively, without any evidence that can be accounted for. The research method used is descriptive qualitative, with data collection through observation and documentation of advertisements. The results of the study indicate that the five advertisements violate the Indonesian Advertising Ethics, especially in the article regulating the use of superlative claims. These violations have the potential to mislead consumers, harm competitors, and reduce public trust in the brand. In addition, the lack of supporting evidence in the claims indicates a non-compliance with ethical standards and advertising regulations.

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