Advertising and knowledge intermediaries: Managing the ethical challenges of intangibles

In today's business environment, the knowledge-based society, globalisation, and information and communication technologies (ICT) have increased the role of "intangible" values of assets and resources for all industries. As a result there is an increased role for knowledge intermediaries; one of these, advertising, plays an important role in affecting consumer choice and knowledge. Ethical issues which arise for traditional purveyors of intangibility-cultural industries such as art, music, or film, spread to advertising. Building on our perspective of the measurement of intangibles we propose a new categorisation of types of goods or services, and a framework for identifying some future ethical challenges in today's global knowledge based society.