Legal issues are things enforced by the law - these need to be abided by
Ethical issues are staying in the guidelines in terms of morality.
The ASA cover advertising across, tv and print
The consumer protection from unfair trading regulations mean you can't mislead your consumers by:
- Including false or deceptive messages
- Leaving out important information
- Using aggressive sales techniques
The money supermarket advert was reported because of the 'overly sexual' dance moves of the man in the advert deeming it inappropriate for children. 1063 people complained but this was not upheld.
https://www.youtube.com/watch?v=DEmA_QF30GI
The paddy power betting advert featuring a game of blind football was one of the most complained about adverts in 2016 with 450 companies as it supposedly promoted animal cruelty and mocked those with visual impairments. This was not upheld however still caused issues years before in 2010 when the ASA previously investigated this.
The issues we could face with our advertising campaign are that you could potentially misleading in terms of prices and VAT as the product is to be sold, to avoid this it would be important to either exclude the use of prices in any advertising material, or should prices be a part of the advertisement to ensure that it is stated that the prices are inclusive or exclusive of VAT.
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