M2 legal ethical and moral issues
Legal, Moral and Ethical Issues
Table of Contents
My team is creating an advert for the YouTube advertising company S.Media. The advert must be three minutes long and it will have several hooks, educates and call to actions throughout the advert. We are creating an advert based on Power beats Pro earphones. Because this is an advert, we will have to consider the legal (including legal bodies), ethical and moral issues to make sure our advert is suitable for everyone.
Legal
BBFC (British Board of Film Classification), Ofcom (Office of communications) and ASA (Advertising Standards Authority) are regulatory bodies that control laws to do with adverts and TV. BBFC control film and TV age ratings to make sure they are appropriate for each age group.
BBFC will affect our advertisement, we want to make our advert suitable for everyone. BBFC rates their films and TV by violence, drugs, sexual content, nudity, swearing or bad language, dangerous behaviour, and threat on an age rating scale of U (universal, appropriate for everyone), PG, 12A, 12, 15, 18. We want our advert to be a U rating to make sure everyone can view our advertisement. Therefore, we won’t use any of those themes listed above.
Ofcom regulates TV, radio, video on demand and mobile content services. They can receive complaints about these too and they will act upon them. If advertised on a TV programme or on video, Ofcom will regulate if the advert is suitable or not for TV or video.
The ASA regulates adverts to make sure they are appropriate, and they are not misleading. For our power beats pro advertisement, we cannot say they are noise cancelling when they aren’t for example.
Other laws that we need to follow are copyright. Copyright is a law to protect a person’s song, artwork, image, video or text from being used without their consent. To follow this law, we will have to pay for the asset or ask for permission to use copyrighted material. As an alternative, we could use royalty free or creative commons licenses. Creative Commons licenses mean that you can use the asset, but you must follow the rules stated by the owner. You can have lots of creative commons licenses such as no derivatives, non-commercial and so many more. Royalty free assets can be used for free, and you don’t have to follow any rules or restrictions unlike creative commons. If we don’t follow copyright laws, we could get a copyright claim, the advertisement could be taken down or we could get fined or sued. Therefore, to avoid any issues we will follow copyright laws for assets used in our advert. We will however be filming some of our own content so this will be our intellectual property because we are producing our own work using our minds.
Libel and slander are also laws we need to follow. Libel is a false written published statement that can be damaging to a person’s reputation and slander is a false spoken statement that is damaging to a person’s reputation. To follow these laws, we won’t say or write any false information about anyone to do with our video.
Ethical
To make sure our advertisement isn’t offensive and appropriate for everyone, we need to consider ethical issues. Ethical issues we need to consider are: Offensive or disturbing imagery, racism, sexism and body image. Offensive or disturbing imagery relates to any violence, horror or gore that could be used in our power beats pro advert. However, we are making the advertisement suitable for everyone, so we won’t use disturbing or offensive imagery. We also won’t include and racist or sexist content in our advertisement or promote bad body image.
Moral
We need to make sure that our advertisement includes actual features the power beats pro earphones have. The advert can’t exaggerate the features of the power beats pro earphones, we can’t lie about anything or use false statistics in our advert.
To conclude, I will need to use creative commons images or loyalty free images to avoid copyright, we won't include anything inappropriate for a BBFC U rating for our Powerbeats Pro advertisement so everyone can watch it and it is suitable for TV, YouTube and so on. We will not make any misleading claims about the earphones such as they are noise cancelling because this is against ASA's rules and regulations. We won't say or write anything damaging about someone in the advertisement so the advertisement won't be libel or slander and we will make sure the advertisement isn't offensive to anyone. I will take these legal, ethical and moral issues into consideration when I am creating the preproduction documents for the Powerbeats Pro advertisement (storyboard, script...) and the advertisement itself.
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