Tinjauan Teoritis tentang Etika Periklanan dalam Praktik Endorsement Berbayar bagi Generasi Z di Era Digital

Aysah Aurellia Rosspertiwi (Universitas Muhammadiyah Jakarta)
Sabrina Zulfanova Saputri (Universitas Muhammadiyah Jakarta)
Nida Aisyah (Universitas Muhammadiyah Jakarta)
Daniel Handoko (Universitas Muhammadiyah Jakarta)

Saber: Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi
Vol. 3 No. 3 (2025): Juli : SABER : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi

This study examines ethical issues in paid endorsement practices on social media targeting Generation Z in the digital era. Using a literature review approach, the article compiles and analyzes 15 relevant national and international sources to identify the ethical values expected by Gen Z in consuming digital advertisements. The findings show that transparency, authenticity, and credibility are the main principles that influencers and brands must uphold for their marketing communication to be positively received by younger audiences. Moreover, there is an urgent need to establish stronger regulations and enhance media literacy education to empower Gen Z in critically evaluating covert commercial content. These findings hold significant implications for policymakers, communication industry practitioners, and scholars in shaping ethical and sustainable digital advertising practices.