Legal and ethical issues when creating an advertising campaign:
As with all media projects that will be distributed to a large audience it is very important that many legal standards are adhered to. There are 4 important categories in law that we had to be very careful that we didn't violate. these were as follows:
1. Copyright law
2. laws of contempt
3. Libel Law
4. Data Protection
Legal:
The Copyright, designs and patents act states (for artistic works):
4 Artistic works.
(1)In this Part “artistic work” means—
(a)a graphic work, photograph, sculpture or collage, irrespective of artistic quality,
(b)a work of architecture being a building or a model for a building, or
(c)a work of artistic craftsmanship.
(2)In this Part—
“building” includes any fixed structure, and a part of a building or fixed structure;
“graphic work” includes—
(a)any painting, drawing, diagram, map, chart or plan, and
(b)any engraving, etching, lithograph, woodcut or similar work;
“photograph” means a recording of light or other radiation on any medium on which an image is produced or from which an image may by any means be produced, and which is not part of a film;
“sculpture” includes a cast or model made for purposes of sculpture.
This work would likely fit into the graphic works section. this meant that all of the posters needed to adhere to UK copyright law. This meant several things within the production stages.It was important that the posters contained no recognisable assets of other businesses than the vintage leather company including logos, images and slogans. We decided that to better adapt to this limitation any Models appearing within the adverts would not wear branded clothing as not to break the law.
The Libel law and laws of contempt were unlikely to impact this project very much as that they both relate mainly to works which have large amounts of content regarding a particular person or legal proceeding. This simply meant that the posters needed to not containing demeaning information about somebodies character or biased information about a currently occurring legal proceeding.
Data protection is very important when creating a piece of advertising such as this as that we needed to ensue that none of the advertisements contained any information about anyone involved in their creation. This meant that we could not share the names of the models we used in the posters or the locations that the photos were taken or where they live/ go to school. In order to make certain that they were comfortable with the appearance that they did make we had them both sign release and consent agreements.
Ethical:
A very important part of the creation of these advertisements was representation. Therefore the creation of the advertisement was to have both a male and female model. This means that the add would not ostracise any potently customer through a lack of representation.
When in the process of creating a video to advertise the vintage leather company we had to ensure that it would be legal to distribute so that the company could do so after we had completed it.
After deliberation we decided that the easiest video type to produce (Legally) would be a stop motion where no people appear. This means that we wouldn't have to make models sign release and consent agreements or make sure they are wearing unbranded clothing.
Ethical:
this advertisment did not contain models like the other pieces we made did therefore there were far fewer ethical issues to worry about. We made sure that the piece didn't contain any offensive material to any gender, ethnicity or religious belief. Data protection would also only be an issue for the makers of the video and therefore not something that had to be actively worked on during production.
Advertisement Category three: Web Bannerr.
Legal:
These images were taken at the same time as the ones for the posters and therefore the same legal concerns had to be worried about. As well as this we had to ensure that that the web banners met the standards set by the ASA so that they would be fit to be distributed via companies that place web banners on websites we therefore made sure that there was nothing inappropriate of Offensive within them.
Ethical:
Again this is very similar to the print adverts. we have made sure that the images contain both a male an female model.
1. Copyright law
2. laws of contempt
3. Libel Law
4. Data Protection
Advertisement Category one: Print adverts
Legal:
The Copyright, designs and patents act states (for artistic works):
4 Artistic works.
(1)In this Part “artistic work” means—
(a)a graphic work, photograph, sculpture or collage, irrespective of artistic quality,
(b)a work of architecture being a building or a model for a building, or
(c)a work of artistic craftsmanship.
(2)In this Part—
“building” includes any fixed structure, and a part of a building or fixed structure;
“graphic work” includes—
(a)any painting, drawing, diagram, map, chart or plan, and
(b)any engraving, etching, lithograph, woodcut or similar work;
“photograph” means a recording of light or other radiation on any medium on which an image is produced or from which an image may by any means be produced, and which is not part of a film;
“sculpture” includes a cast or model made for purposes of sculpture.
This work would likely fit into the graphic works section. this meant that all of the posters needed to adhere to UK copyright law. This meant several things within the production stages.It was important that the posters contained no recognisable assets of other businesses than the vintage leather company including logos, images and slogans. We decided that to better adapt to this limitation any Models appearing within the adverts would not wear branded clothing as not to break the law.
The Libel law and laws of contempt were unlikely to impact this project very much as that they both relate mainly to works which have large amounts of content regarding a particular person or legal proceeding. This simply meant that the posters needed to not containing demeaning information about somebodies character or biased information about a currently occurring legal proceeding.
Data protection is very important when creating a piece of advertising such as this as that we needed to ensue that none of the advertisements contained any information about anyone involved in their creation. This meant that we could not share the names of the models we used in the posters or the locations that the photos were taken or where they live/ go to school. In order to make certain that they were comfortable with the appearance that they did make we had them both sign release and consent agreements.
Ethical:
A very important part of the creation of these advertisements was representation. Therefore the creation of the advertisement was to have both a male and female model. This means that the add would not ostracise any potently customer through a lack of representation.
Advertisement category two: Video.
Legal:When in the process of creating a video to advertise the vintage leather company we had to ensure that it would be legal to distribute so that the company could do so after we had completed it.
After deliberation we decided that the easiest video type to produce (Legally) would be a stop motion where no people appear. This means that we wouldn't have to make models sign release and consent agreements or make sure they are wearing unbranded clothing.
Ethical:
this advertisment did not contain models like the other pieces we made did therefore there were far fewer ethical issues to worry about. We made sure that the piece didn't contain any offensive material to any gender, ethnicity or religious belief. Data protection would also only be an issue for the makers of the video and therefore not something that had to be actively worked on during production.
Advertisement Category three: Web Bannerr. 
Legal:
These images were taken at the same time as the ones for the posters and therefore the same legal concerns had to be worried about. As well as this we had to ensure that that the web banners met the standards set by the ASA so that they would be fit to be distributed via companies that place web banners on websites we therefore made sure that there was nothing inappropriate of Offensive within them.
Ethical:
Again this is very similar to the print adverts. we have made sure that the images contain both a male an female model.
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