SlideShare a Scribd company logo
Legal and Ethical
Advertising
“Marketing communications must not contain anything that is likely to cause serious
or widespread offence. Particular care must be taken to avoid causing offence on the
grounds of race, religion, gender, sexual orientation, disability or age. Compliance will be
judged on the context, medium, audience, product and prevailing standards.
Marketing communications may be distasteful without necessarily breaching this rule.
Marketers are urged to consider public sensitivities before using potentially offensive
material. The fact that a product is offensive to some people is not grounds for finding
marketing communication in breach of the Code.” - http://www.asa.org.uk/
This quote is one of the advertising standard authorities when marketing a product and
advertising the product in away that it will not effect society in a negative way or so any of
the public will take offence to the product or advertisement. There a several other
advertising authorities the many have to take in to consideration when starting to market an
advertise among the public.
Copyright
“It is an offence to perform any of the following acts without the consent of the owner:
Copy the work.
Rent, lend or issue copies of the work to the public.
Perform, broadcast or show the work in public.
Adapt the work.
The author of a work, or a director of a product/advertisment may also have certain moral
rights:
The right to be identified as the author.
Right to object to derogatory treatment.”
This is part 7 of the restricted acts of the copyright law which explains that there should be
no stealing or performing any of the footage or work by any advertisement or product
made. It also states that the author or director of the ready made product/advertisement
has the right to use the following as they please.

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  • 2. Advertising “Marketing communications must not contain anything that is likely to cause serious or widespread offence. Particular care must be taken to avoid causing offence on the grounds of race, religion, gender, sexual orientation, disability or age. Compliance will be judged on the context, medium, audience, product and prevailing standards. Marketing communications may be distasteful without necessarily breaching this rule. Marketers are urged to consider public sensitivities before using potentially offensive material. The fact that a product is offensive to some people is not grounds for finding marketing communication in breach of the Code.” - http://www.asa.org.uk/ This quote is one of the advertising standard authorities when marketing a product and advertising the product in away that it will not effect society in a negative way or so any of the public will take offence to the product or advertisement. There a several other advertising authorities the many have to take in to consideration when starting to market an advertise among the public.
  • 3. Copyright “It is an offence to perform any of the following acts without the consent of the owner: Copy the work. Rent, lend or issue copies of the work to the public. Perform, broadcast or show the work in public. Adapt the work. The author of a work, or a director of a product/advertisment may also have certain moral rights: The right to be identified as the author. Right to object to derogatory treatment.” This is part 7 of the restricted acts of the copyright law which explains that there should be no stealing or performing any of the footage or work by any advertisement or product made. It also states that the author or director of the ready made product/advertisement has the right to use the following as they please.