When producing and advertising campaign there are many legal issues that production and advertisement companies have to deal with before creating or publishing any material. Many advertisement campaigns contain the use of Print , Radio , TV and Online methods. This is where the Advertising Standards Authority(ASA) come in as a regulatory body. The job of ASA is to regulate adverts that are publicised, they will ensure that there is no factually wrong information being put out to the public as well as any offensive material. The ASA regulate all types of media.
Intellectual Property Act:
The intellectual property act is the law of giving owners the rights to the intangible assets. Intellectual property is where is a person is to work on a unique piece of material, that material and work would then be classed as their intellectual property.
Freedom of information Act:
The freedom of information act states that the UK public has the "right of access" information that is held by public authorities. We as a production company will be able to use this law to our advantage when creating our adverts as we will be able to gather information of specific demographics, helping us create material for our target audience.
Data Protection Act 2018:
The data protection act states that we must not share any information gathered of a person. As a advertising company it is essential we do not break this law, by not sharing any information of any of the cast and production team working on the advert.
If we fail to disclose this information then we will rightfully undergo a lawsuit.
Copyright, Designs and Patents Act 1998:
The copyright act states that if an individual creates a piece of work then they have the right to control how others use it. Therefore when we create the advert we will have to ask permission of artist 'Dave' if we can use the instrumentals from the song 'Streatham'. when doing this it is vital we follow the 5 step process below to legally obtain the music for our use.
Libel:
When advertising it is vital we do not advertise any information that can be misleading or damage any persons reputation. We must make sure our campaign are based on factually correct statements about the TV series.
This includes the shaming of any other TV shows, actors and companies.
ETHICAL:
Ethics are concerned with morality and what is classed as morally right.or wrong. It may not always be illegal but it can ruin reputations of both parties.
Protection from harm:
As the TV series covers transgressive issues such as domestic abuse,mental health,violence and racial abuse it is vital that we do all we can to protect those who suffer from these issues and not offending them. We want to do this in a way that allows us to speak on them to the public without causing offence or further harm.
For example throughout the drama series we have heavy aspects of domestic abuse that the protagonist is attacked with. We will ensure there is a boundary to this within filming and post production. We will also provide a helpline so those who suffer from these transgressive issues have someone to speak to.
Consent:
Viewers of the campaign should be able to make an informed judgement on whether they should watch it or not.
in our advert we may include scenes which are not suitable for younger audiences thus meaning we may have to advertise at a later time when there aren't many young kids watching them.
Deception:
We must ensure that our audience are not being deceived or misled about any of the series content throughout our advertisement. The advertisement must only include content that is from the series this is with both visual and audio and dialogue.
Imitable Behaviour
Any content that is produced by BBC3 is available on their website. This is that it is easily accessible from their archives by a young target audience. however, it is just accessible by very young audiences which the content is not aimed for their viewing. My advertisement campaign will be available on on YouTube and BBC3 making it easily accessible to our audience. ?But due to the ability for it to be accessed by a even younger audience we must ensure that we do not include very explicit behaviour or language that can be imitated by a younger audience.
Female Representation
Female representation has become a major part of the film and media industry. This is evident within the BBC as they aim for gender equality this is shown through them removing the pay gap between male and female employees. Within my show I have a female actor who plays a positive role in the role of a girlfriend who helps the protagonist through depression and domestic abuse. This is the type of equality the BBC will be happy to promote therefore it is vital I include this in the advertising campaign.
Stereotyping
An aim for the series is for the character to overcome and challenge the stereotype that society has given them. This is evident through the protagonist Tyrone who is a black teen who comes from a lower class family. He will be given the stereotype of being an aggressive child who is rebellious , we will highlight these topics throughout the TV series leading to him prove the stereotype wrong over the series and hopefully change society view.
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