Once I had this conversation with an advertising fellow (I was doing advertising then): What if your client tries to push into the brief an invented attribute or benefit? And worse yet, you boss* agrees with his tactics. Will you write ads for this scheme?

I was puzzled to find out that he thought of himself as a mere employee with no such responsibilities. His job was to write on the brief, the best he could, and let others worry if the brief is ethical or not. Even if the attributes in the brief were pure science-fiction, he felt no responsibility at all. His sleep was smooth. He did not need this.

* This was happening way back in the history, in a miraculous time when you where turned into a salt pillar the instant you disobeyed a direct order from your boss.