Unit 2

1. Legal and Moral
Privacy:
Rule:Referringtoorportrayinga memberof the publicor hisor heridentifiablepossessions;the use
of a crowdscene or a general publiclocationmaybe acceptable withoutpermission.
I understandthisrule andthe wayI am goingto counterit inmy campaigningfilmisthatI am going
to ask fortheirpermissionsothatthere isnotrouble cause because youcan’tmake a filmwith
people initthatyou don’tknowor youhaven’tgotpermissionfrom.
Rule:Implyinganypersonal approvalof the advertisedproduct;marketersshouldrecognise that
those whodo notwant to be associatedwiththe productcouldhave a legal claim.
I understandthisrule andthe wayI am goingto overcome itis to ask anyone whodoesn’twantto
be in the campaigningfilmtoleave the areawhere we willbe filmingalsowe wouldn’twantthemto
have a legal claimto the filmunlesswe have specificallyaskedforthemtobe inthe campaigning
film.
Harm and offence:
Rule:Marketingcommunicationsmustnotcontainanythingthatislikelytocause seriousor
widespreadoffence.Particularcare mustbe takento avoidcausingoffence onthe groundsof race,
religion,gender,sexual orientation,disabilityorage.Compliance will be judgedonthe context,
medium,audience,productandprevailingstandards.Marketingcommunicationsmaybe distasteful
withoutnecessarilybreachingthisrule.Marketersare urgedtoconsiderpublicsensitivitiesbefore
usingpotentiallyoffensivematerial.The factthata productis offensive tosome people isnot
groundsfor findingamarketingcommunicationinbreachof the Code.
I understandthisrule andthe wayI am goingto counterit inmy campaigningfilmisthatI am going
to cut out anyracist and offensive wordsthatIhad originallyhadandIwill be usingeitherdifferent
wordsor it will be actingitout. Thisisa betterwayto dothingsbecause itwill be suggesting
maturityinour filmandalsothat it will be helpingustoabide bythe rulesmore by stickingtothis
ideaandcutting outany racist andoffensivelanguage.
Rule:Marketingcommunicationsmustnotcause fearordistresswithoutjustifiablereason;if itcan
be justified,the fearordistressshouldnotbe excessive.Marketersmustnotuse a shockingclaimor
image merelytoattract attention.

2. I understandthisrule andthe wayI am goingto overcome itisby makingsure that our campaigning
filmwill notcause fearor distress.Itwill be hardtomake people notfeel distressedorfearbutI
thinkthat the bestwayto change it so itdoesn’thappenisbychangingthe actionspeople will be
doingand alsochangingthe speechthatwill be used.
Misleading:
Rule:Marketingcommunicationsmustnotmisleadconsumersbyexaggeratingthe capabilityor
performance of a product.
I understandthisrule andthe wayI am goingto overcome itisby not exaggeratingthe ideaaboutin
racismbecause people mayfeel thatIam takingthe campaignfilmtoofar and thatit will be too
deepsoI needtoknowhow I am goingto conductthe campaigningfilmwithoutexaggeratingit.
Rule:Marketingcommunicationsmustnotmateriallymisleadorbe likelytodoso.
I understandthisrule andthe wayI am goingto overcome itisby makingmypointsclearand easily
understandableinmycampaigningfilmbecause campaigningfilmsaboutfootball inracismishard
to do withoutpeoplemisleadingthe whole pointof the campaigningvideo;also,nottomake any
biasedpointsorcommentsinthe film.
Promotion:
Rule:Name eachcharityor cause that will benefitandbe able toshow the ASA or CAPthe formal
agreementwiththose benefitingfromthe promotion.
I understandthisrule andthe wayI am goingto overcome itisby mentioningthe charity where Igot
my ideatodo my campaigningfilmaboutandalso,Iwill needtobe able toprovide evidence sothat
if needed,soIwouldbe usingsome secondaryresearchsothatit will benefitme anditwill show the
ASA or CAPa formal agreement.
Rule:If it isnot a registeredcharity,defineitsnature andobjectives
I understandthisrule andthe wayI am goingto overcome itisby describinganddemonstratingthe
nature and objectivesof mycampaignbecause itisnotregistered.Iwouldbe mentioningthe nature
and the objectivesinourcampaigningfilm.

3. Copyright
I understandhowIwill overcome the copyright.WhatIwill dois:
 Playingotherartistsmusic– I will eitheraskforpermissionorIwill include theirname inthe
creditsto showthat it is notmy music.
 Usingother people’svideos/work thattheyhave created –I will notuse otherpeople’s
work/videosbecause itwillonlybe myworkandonlymy work.
 I will be doingthisvideoforKickItOut campaign