1. Codes of conduct
For our plannedcampaignswe wouldneedtoconsiderlegal issuessuchascopyright.Thisis
because if we make an audioadvertwhichusesmusicwe mustensure thatthe musicis
eitherallowedtobe usedor we couldmake our ownmusicwhichwoulddefinitely reduce
the riskof copyrightissues,aswell aspromotingindividualityforourcompany. We would
alsoneedto considerourtargetaudience tomake sure our campaignisappropriate for
them.For example,the audiocampaignforRingwoodSchool shouldbe aimedmore for
parentsas the children/studentslookingmaynothave as muchinvolvementastheywould
for choosingtheirsixthform,thusmakingRingwoodSixthFormcampaignaimedmore at
the students.
If we were touse vox pops(whichwe are planningondoing) we mustconsiderthe getting
permissionsfromthe people we have usedinordertomake sure theyare happyfor us to
use theirvoiceswithinourcampaign. We coulddothisby producinga permissionform
whichwe will give tothe people whosevoiceshave beenusedwithinourcampaign. Within
the permissionformwe wouldneedtoinclude the questionswe willbe askinginorderto
make sure the people we use know whattheywill be answering.Furthermore,we mustnot
include anydefamationasthiswouldbe slanderandlibel whichgoesagainstASA codesfor
radioand isethicallyincorrectasthe people whoparticipatedinthe vox popswould
recognise thattheywere notansweringthe same questionusedinthe campaign.
Whenpromotingourproduct forour campaignwe wouldneedtoconsiderethical issues
such as whetherourpromotionisnotmisleading,bybeingspecificaboutwhatourcampaign
isadvertisingtoensure ouraudience are notledastray. For example we cannotsaythat
‘Ringwoodschool isthe best school inEngland’because itisnotaccurate or correct. We
mustalso ensure there isnoformof offensive material includedwithinourcampaign
because ourtarget audience forsecondaryschool are the parentswhowouldwanttheir
childrentobe entering asafe and appropriate environment fortheireducation.
Regardingthe ASA codeswe mustfindoutwhat rulesare relevanttoour campaigninorder
to make sure our advertisementhasstucktothe regulations:
o Harm and offence –Advertisementsmustnotcontainanythingthatcouldcause any
type of harm to personsunderthe age of 18; referstothe sixthformcampaign
whichwouldmostlybe aimedatthe students,whoare under18.
o Children –A childissomeone underthe age 0f 16; childrenmustbe protectedfrom
offensive advertisements.
o Privacy – Broadcastersmustensure thatthe advertiserhassoughtthe prior
permissionof the personandthat theymustnot be includedinanadvertisement
that isin a formof offensive.
If we use a radiosystemforour businessthenwe willneedalicence fromOFCOMinorder
to promote ourcampaign. We mustensure thatour campaignis suitable forourtarget
audience asitwouldbe promotedbythe BBFC whatage ratingour advertisementis andas
theyhave the BBFCinsightthe audiencesare able tomake an informeddecisionaboutwhat
theywatch.
