ing to the Legal and Ethical Frameworks of Iraqi Legislation

University of Diyala – College of Fine Arts, Iraq

Abstract

This study examines the regulation of television commercial advertising for consumer protection in Iraq within the legal and ethical frameworks in force, in an effort to strike a balance between market freedom and the responsibility to safeguard the rights of the recipient.

      In her study, the researcher relied on the descriptive-analytical approach with content analysis of an intentional sample consisting of (30) advertisements broadcast on five Iraqi satellite channels: (Al-Iraqiya, Al-Sharqiya, Al-Sumaria, Dijla, and Al-Furat) during the period from 2020 to 2024, in addition to semi-structured interviews with 10 experts from different disciplines, including in law and media, as well as conducting a comparative legal analysis of the relevant legislation.

      The researcher used SPSS software to memorize the results of the research in order to extract the frequencies, ratios, averages, and Cronbach's alpha stability coefficient.

     The results showed a moderate legal commitment with a percentage of (68%), which shows a lack of disclosure of the advertiser and marketing exaggerations, in contrast to a higher ethical commitment with a percentage of (75%), where it was found that there is respect for religious and social values, and avoiding the direct exploitation of vulnerable groups.

     At the communication level, the clarity of the message stood out (83%), and the quality of the audio-visual output (85%), while the trust in the source remained only (68%), which is less than hoped.

       The comparative analysis with the literature showed that the current study is unique in integrating the legal and ethical dimensions into a local applied model, and the study also concluded with a recommendation for legislation on advertising, a national charter of advertising ethics, and the unification of the regulatory reference, complaints mechanisms, and consumer education.