LO2: Task c.) Relevant Legal and Ethical issues

Relevant legal and ethical issues

Copyright law is a legal concept, which provides the creator of orinial work exclusive rights to their work. It ernsures that other people or organisations are unable to steal their work or claim that it is their own. In order for other people to use their content they would need to gain permission directly from the original creator.

Easily pirated media 

• TV 
• Films
• Music
• Games

All advertisements must be truthful and are not allowed to mislead the viewer/reader in anyway. In many adverts this appears in the form of small print, as long as the information provided is accurate and correct then the company won't find themselves in trouble for false advertisement. Any actors in the TV advertisement must have agreed to take part by signing a release and consent agreement before filming or recording any audio.

In relation to copyright issues, all advertisements must be truthful, this may come in the form of small print, but still must honest to customers and buyers or the company could get in serious trouble for false advertisement. In terms of my specific print-based advertisements, they doesn't seem to be any form of terms and conditions. Actors in the advertisements must have agreed to take part.

In order to make sure that my advertisements are able to be published on TV and as print-based advertisements I will need to ensure that I have permission to use all of the graphics which I use for the advertisement. I will also need to copyright the material which I create to ensure that my ideas and designs will always remain original and cannot be claimed by anyone else or used without my permission. Also, I will need to make sure that any actors in my TV advertisement have signed a release and consent agreement to show that they have agreed to be part of the advert and for it to be published.

Regulatory bodies
The ASA have existed since T.V commercial broadcasting started in 1955 and was controlled by legislation. They are an independant regulator which monitors the advertising of all media within the UK. They have specific advertising codes which prevent advertisements which contain harmful, misleading or offensive advertisements from being published within the media.

The ASA ensure that all adverts which are shown on TV and in print-based advertisements are honest and reliable to ensure that the public isn't mislead in any way. The ASA's senior management team is in charge of deciding which advertisements have breached the advertising codes set by the ASA. The ASA work with independent experts and other regulators to ensure that they have the best standards possible for all adverts visible to the public.

In order to make sure that my advertisements are able to be published on TV and as print-based advertisements I will need to ensure that they have no harmful, misleading or offensive material.

My campaign will follow all of the rules set by Ofcom by ensuring that there will be no offensive material in the advertisement. If there was to be adult content in the advertisement then it would have had to be played after the watershed, which is not applicable for the purpose of this campaign. As the advertisement will be played throughout the day I will need to control the language used on the advert so that they aren't offended. When producing the advertisement I will need to make sure that I do not use any offensive language

This is the release and consent form that each of the employees working on the advertisements (TV or print-based ad) would need to sign.

LO2: Task b.) Advertising campaign schedule

This is a gantt chart which I created in order to have a strong understanding of what would need to completed before which deadlines for my advertising campaign. Also it labels the dates which the print advertisement and TV advert would need to go online in order to be out there for people to see before the products release date.

In terms of time scales, the project will last the from the 4th of April to the 5th of May with key points and launch dates in-between. The gantt chart as shown breaks down the project and shows which actions will need to be completed for the specific deadlines.

TV Advert 
The audio-visual advert will be placed out towards Christmas (November, December) of 2016 . The release date of the game will be December 17th which will allow for one of the main demographics of parents and Christmas gift shoppers to purchase the game in time for Christmas. The advertisements will start just over a month before the release of the game in order to provide time for the ABC1 audience to be able to afford to use their disposable income on the game. 

The TV advertisement will be launched on public TV on appropriate channels such as E4 and BBC1, as these are channels which other companies such as Rockstar have advertised their previous game titles on. The advertisement can be shown throughout the day as it isn't a violent game and therefor will not offend young audiences. The peak time for my advertisement will be 7-10pm as it is the time that most people in my target audience watch TV.

The TV advertisement will be produced at UTC Sheffield, as all of the content is footage of the game and soundtracks from within the game, which I have gained permission to use. The TV advertisement will be distributed on channels like BBC 1, Channel 5 and Channel 4. The game will also be advertised on the Raindrop Studios website and social media accounts on Twitter and Facebook. All of this advertising will continue until a month after the game has been released in order to reach the maximum audience.

Ofcom is the communications regulator in the UK. They ensure that TV and radio only includes content which is acceptable and hasn't been deemed offensive by their standards. As the advertisement will be played throughout the day before watershed there cannot be any swearing or 'adult' content in the advert. Also, I will need to ensure that any content which is shown on the advert is mine and that I have permission to use any copyrighted images or music if I use it for the advert.

Print-based Advertisement

In relation to media, the print-based advert will be launched before the TV advert and will be put forward in October/November time leading up to the teaser advert released in November. The print-based advert will be placed in relevant media such as gaming magazines like Delta Magazine, Xbox Official Magazine and Playstation Mag. It will also appear in different media, for example newspapers (such as The Sun) for exposure to wider audiences.

The Advertising Standards Authority is the "UK’s independent regulator of advertising" across all media. They apply advertising codes to all media, which defines the level of misleading, harmful or offensive content that they contain. With my print based advertisement I would need to stick to the rules and regulations set by the ASA to ensure that I do not offend anyone with my magazine advertisement.