When we have decided to work on our graphic designs we had to consider about the legal and ethical issues which might have impact on our products. To be sure our products don't break the rules of ethics I've looked at the website of ASA (Advertising Standards authority).
ASA is the self-regulatory organisation (SRO) of the advertising industry in the United Kingdom. The ASA is a non-statutory organisation and so cannot interpret or enforce legislation. However, its code of advertising practice broadly reflects legislation in many instances. The ASA is not funded by the British government, but by a levy on the advertising industry.
Purpose: acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements.
The organisation's mission is to ensure that advertising in all media is legal, decent, honest and truthful, to the benefit of consumers, business and society.
It aims to achieve its mission by:
- Making a success of regulating online ads
- Being an effective part of the response to societal issues shown to be affected by advertising
- Placing more emphasis on prevention rather than cure
- Being more efficient and in tune with flow:
- onsumers, business and society
If the organisation judges an ad to be in breach of the UK Advertising Codes, it must be withdrawn or amended and the advertiser must not use the approach again.
Advertising codes:
The UK Advertising Codes lay down rules for advertisers, agencies and media owners to follow. They include general rules that state advertising must be responsible, must not mislead, or offend and specific rules that cover advertising to children and ads for specific sectors like alcohol, gambling, motoring, health and financial products.
Our products are made for the sales promotion products. We have to be sure all the rules for the promoters are followed such as you can see below:
8.1
Promoters are responsible for all aspects and all stages of their promotions.
8.2
Promoters must conduct their promotions equitably, promptly and efficiently and be seen to deal fairly and honourably with participants and potential participants. Promoters must avoid causing unnecessary disappointment.
Protection of consumers, safety and suitability
8.3
Promoters must do everything reasonable to ensure that their promotions, including product samples, are safe and cause no harm to consumers or their property. Literature accompanying promotional items must give any necessary warnings and safety advice.
8.4
Alcoholic drinks must not feature in promotions directed at people under 18. Alcohol must not be available on promotion to anyone under 18.
8.5
Promotions must not be socially undesirable to the audience addressed by encouraging excessive consumption or irresponsible use.
Above there are just few examples of rules that have to be followed while promoting the products.
Copyright - a way of protecting the physical expression of ideas. As soon as an idea is given physical form, e.g. a piece of writing, a photograph, music, a film, a web page, it is protected by copyright. There is no need for registration or to claim copyright in some way, protection is automatic at the point of creation. Both published and unpublished works are protected by copyright (http://www.staffs.ac.uk).
Copyright protection provides a vital incentive for the creation of many intellectual works. Without copyright protection, it would be easy for others to exploit these works without paying any royalties or remuneration to the owner of the work.
Copyright gives the rights to the creator:
1. to control the making copies
2. to control performing in public
3. to control the use on-line
4. to obtain an appropriate economic reward
Before starting the production process we have to consider the issues of representation. As we are going to use the pictures of our singer for the promotional aims we need an official contract with the singer who allows us to use her pictures in our graphic designs and to take the pictures of herself. Otherwise, there is a risk of being blamed in the future if our artist won't be satisfied with the use of her pictures anymore. Annie and her parent/guardian (as she is not 18) need to sign a Model Release Form. Since the moment we have a sign document, we can be sure that everything is legal and we are allowed to use the pictures of Annie in our graphic designs without having problems in the future.
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