Background: The purpose of this study is to present a practical model of ethical advertising of consumer products in Iran.
Method: The present study was qualitative and based on the grounded theory. There was a community of researchers and marketing and advertising specialists and experts in this science, 20 of whom were selected as a sample by snowball method. The data collection tool was an interview. In order to analyze the data, a three-step systematic coding method (open, axial and selective coding) was used.
Results: In this model, causal conditions include (reducing sales efficiency, product introduction and market expansion), intervening conditions include (advertising environment and space, advertising laws and culture) and strategies include (content, communication and ethics). The results also showed that practical ethical advertising should lead to customer loyalty, increase credibility, customer trust, purchase decisions and increase sales.
Conclusion: An organization that bases its advertising on ethics is more likely to achieve goals such as customer loyalty and brand credibility in the long run, and thus achieve its main goal, which is to influence the decision to buy and increase sales.