Unit 20, D1: Legal and ethical issues with the campaign

Advertising and Advertising campaigns, no matter what medium they are, are regulated by the Advertising Standards Authority (ASA) in the United Kingdom. They ensure adverts are truthful, regulate stereotyping within adverts and ensure they are appropriate for the audience they are targeted and when and where they are played. 

TV Advert

We must ensure all content (footage, graphics, imagery, sounds effects and music) within the advert is original, from copyright free sources or licensed for the use otherwise this could infringe the copyright, designs and patent act and incur fines. 

Location and person release forms will be required for anyone/location featured in the advert to make sure the proper permission has been granted. 

We will also have to make sure the content within the advert is appropriate for day time audiences (it must not include any gor or injuries and there must be no strong or inappropriate language or references) - this ensures it can be played across the BBC throughout the day to ensure maximum reach. 

We also must consider the stereotypes that are portrayed in the advert to ensure that no group of people are offended. The programme we are promoting explores the stereotypes that people in British society have of refugees from the middle east (specifically Syria), the advert needs to portray this message without becoming ammunition for racism or slander.

Radio

The radio advert removes the visual element of promotion so this makes the production of it slightly more simple. The same applies regarding copyright - we must ensure all content is used with the correct permission and release forms are still signed. 

It will be played on radio stations and podcasts targeted at younger people throughout the day so we will still need to ensure the content is appropriate for these audiences. 

Accents will most likely be used within the advert to help distinguish the characters, it is important that these sound accurate as otherwise, this could be very offensive, especially if someone is trying to impersonate the accents. 

Print

Print advertising will usually be displayed on large billboards, for this reason, it is impossible to control who sees the advert, so unlike the other ads, billboard advert absolutely has to be suitable for all ages. If it is too scary it could cause upset to young children. 

The advert would also have to be accurate and include all the necessary information as they can not easily be changed unlike the other adverts - once they are up for a certain amount of time they are relatively permanent. 

The same rules regarding copyright and offence also apply here. 

Social Media Marketing

Social media marketing allows for specific marketing of different types of people and of different ages. This means the ads can be targeted specifically at people who can watch the program. This means the adverts simply need to be in line with the age range and target audience of the programme to be suitable. However, it is possible that people have incorrect ages set on their social media profiles so this will need to be considered. Also, because of the capability of targeted marketing, it would be possible to supply different people with different adverts. However, I believe this would not be ethically correct because you then grouping people in society into different categories which could be seen as inappropriate. 

Social media adverts can include video and audio or simple be imagery so the representation of different groups will have to be considered. This includes the race of the characters but also different classes - the programme itself explores stereotypes but this doesn't mean people viewing it should not be respected.

Copyright issues will apply with this form of advertising as well as the other groups. 

Ultimatly accuracy is the most important thing to consider across all forms of adverts. The adverts need to be accurate so the viewers aren't misled into thinking what they are going to watch is something else.