BCAP - Legal and Moral

BCAP Code of conduct – Legal and Moral

Misleading Advertising

The ASA may take the Consumer Protection Unfair Trading Regulations 2008 into account when it rules on complaints about marketing communications that are alleged to be misleading.

To ensure that my advert campaign is not misleading I will not include any false information of stories where racism has occurred, when in fact they are not true. In my campaign film I will make sure that the advert is as straight-forward as possible to ensure that our target audience can easily understand the advert and can easily recognise the message that I am trying to promote.

Privacy

Individuals should be protected from unwarranted infringements of privacy.

In the film campaign there will be actors so there will be no need for the conflict due to invasion of privacy. However there may be other people in the background creating a crowd (fans) which may not have known that they were being recorded, but to prevent any verbal or physical conflict they will be notified that they may be in the short campaign film.

Harm and offence

Marketers should take account of the prevailing standards in society and the context in which a marketing communication is likely to appear to minimise the risk of causing harm or serious or widespread offence.

In the campaign film I had planned to include to a racist term and a physical act of racism towards a black person whilst playing football. Initially the racist term that was going to be used was ‘N***a’, but this would have offended certain people and caused them to dislike our campaign. To prevent this from happening I decided to change the word to ‘Monkey’. Even though this is still a racist term it will not provide the same response from viewers as the word we were initially going to use. Furthermore the second word is more acceptable than the first and will not create a large amount of offence.

                                                                             

Promotion

Charity-linked Promotion      -      http://www.kickitout.org/             

The ‘KICK IT OUT’ charity will benefit from our campaign because it will raise awareness of Racism in football and how big of a problem it is. This will eventually lead to people looking into the whole topic further, which may cause them to come across the ‘KICK IT OUT’ charity.  Additionally, the ‘KICK IT OUT’ charity have an opportunity to make money from people that decide to check out their website, as there is an option to donate money to the charity from the Website. Also I am contemplating whether or not I should include a number at the end of our advert, which people are able to call if they want to donate. If this did occur the profit that is made will be donated to the ‘KICK IT OUT’ charity.


Copyright
At the moment I do not intend to include any music in my campaigning film which means that copyright is not much of an issue. However, if I decide in the future that I want to include music I will have to ask for permission to be able to include the music in my own campaign.