Legal and ethical issues.
Before making my advert there are various legal and ethical issues that mut be considered. When advertising in the U.K there are a range of laws that need to be met in order to have a successful advert. When I am producing advertisements, some issues that I need to take into consideration are the following:
- An accurate description of the product or service
- Legal - Making sure that the advert is showing all the criteria.
- Decent - Whether the advert is worth showing.
- Truthful/honest - Whether the content is telling the truth or not.
- Socially responsible - Meaning that it will show only legal behaviour not illegal behaviour.
Another law that is needed to be considered is The Consumer Protection Act. Within this law producers such as myself need to keep this into consideration, For example within this law should not:
- Include false or deceptive messages
- Leaving out important information
- Using aggressive sales techniques
In advertising there are also specific requirements for products. Such as:
- Food
- Alcohol
- Beauty products
- Environmentally friendly products
- Medicines
- Tabacco
All of these requirements for the project is needed as producers need to be careful when they are advertising their products.
There are different types of advertising codes of practice:
- The Committee of Advertising Practice (CAP) - This covers all non-broadcasting advertising.
- The Broadcast Committee of Advertising Practice code (BCAP) - These covers all broadcasting advertising.
Regulatory bodies
When looking at the regulatory bodies I know that I need to consider what bodies I need to use and implement when addressing my adverts. Some examples of this are the following:
- ASA - Advertising Standards Authority
- Ofcom
- The British Board of Film Classification
Below is a small and overall summary of legal and ethical considerations I have in my final pitch:
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