Legal and moral issues

Codes of conduct

These are rules set by the BCAP.

Advertisements must not condone, encourage or unreasonably feature behaviour that could be dangerous for children to emulate.

This means in our advert we can't have any bad behaviour or unreasonable jokes. This is because a child may copy this. This is bad because the child is learning bad behaviour from our production. Our advert will get bad reviews if children learn anything negative from our advert.

Advertisements must not condone or encourage practices that are detrimental to children's health.

This means we can't children that do have a illness as if it is a good thing. We are able to show the viewer the child but just not promote their illness. To do this we will make sure we don't show the illnesses in a positive light. If we show the children in a negative light our advert will get bad reviews and the people won't want to watch it.

Advertisements that are suitable for older children but could distress younger children must be sensitively scheduled

This means we can't use images that may scare or upset younger children. To avoid this problem will well use images that are not to graphic. Also we can not use any pictures or any other sort of content that is too graphic and could care or distress younger children.

Child actors may feature in advertisements but care must be taken to ensure that those advertisements neither mislead nor exploit children's inexperience, credulity or sense of loyalty..

This rule means we can use actors under the age of 16 but have to make sure we don't exploit (make full use of and derive benefit from a resource). Also we can not mislead the child actor.

Children must be protected from advertisements that could cause physical, mental or moral harm.

For this rule we can not show anything to graphic, this is because it may cause mental harm on a child viewer. Also Moral harm is the damage done to one's conscience or moral compass when that person perpetrates, witnesses, or fails to prevent acts that transgress their own ethical values or codes of conduct. We must avoid this because it will cause effect on the viewer moral harm.

Marketers must not unfairly portray or refer to anyone in an adverse or offensive way unless that person has given the marketer written permission to allow it

Before showing images of children with disabilities, we firstly have to ask their permission to even use images of them in our advert. If they don't want to be shown on the advert we can't use images of that person and will have to ask a different person.

Also we can't portray anyone with the disabilities in a certain way, not only because it's unfair, but people with disabilities may get offended and won't like the advert.