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1. After researching the possible legal and ethical issues on the asa.org.ukwebsite,wediscovered
that not many factorsof legality and ethical issues are applicable to our sort of advertising.
There are twomain considerations.
One of these is sendingoutideasabout backstitchthat aren’ttrue or that are exaggerated. So
we can’t state that Backstitch have a certain type of clothing or carry a certain amount/type of a
product that they don’t or that is inaccurate.
The other is usingharmful and/oroffensivematerial.
“Marketingcommunicationsmustnotcontainanythingthat is likely to cause seriousorwidespread
offence. Particular care mustbe taken to avoidcausingoffence on the grounds ofrace, religion,
gender,sexualorientation,disabilityorage.Compliancewillbejudgedonthe context,medium,
audience,productand prevailingstandards.”
With this inmind, we must be careful notto suggestageism, sexismorthat backstitchis
particularlyforonespecificgenderorage.
To avoidaccusationsofouradvertisementsbeingageistorsexist,wemust ensurethat we
includebothgendersandpeopleofall ages(frombabiesto olderpersons)inour
advertisements.We can also do differentthingswiththe imageryandcolourschemes.
CopyrightGrounds?
An important thing to remember is that Alice was the founder of all of the designs, shops etc.
Giving full credit to her on each advertisement is important.