"If its not done ethically, advertising won't be trusted. If consumers don't trust it, advertising is pointless"

This quote by Jef I. Richards highlights the significance of ethical practices in advertising. It suggests that if marketing is refrained from doing ethically, it will not be relied on by customers. This absence of trust ultimately renders advertising pointless, as it will not have actually the desired influence on consumers. This can be interpreted as an alerting to marketers to focus on ethical standards in their projects, as trust is important in developing a successful relationship with customers. Without trust, advertising loses its effectiveness and ends up being useless. This quote works as a reminder that ethical practices are not only ethically right, but also necessary for the success of marketing.