Businesses are in the game to make money and advertising can go a long way towards selling a particular product. But as with many human endeavors, advertising can often be harmful as well as helpful and the lines between the two are harder to determine than may first appear. Adhering to an ethical advertising principle means paying close attention to several key distinctions (Vaux, n.d.).

The Brazilin Lager company Nova Schin created a risky and very inappropriate ad to promote it’s nonalcoholic beer. The company felt that it would be ok to use a pregnant woman as their model holding a nonalcoholic beer. Not only was the ad distasteful, it also sent the wrong message. Promoting the consumption of alcohol during a pregnancy.