Lo2 - Legal and Ethical constraints

During the production of our campaign we've had to keep in mind the different legal and ethical constraints that could occur. Since, we we're dealing with a very serious subject matter and including different brand items and intellectual properly in our adverts, meaning we had to be very aware and careful in regards to how we've worded and demonstrated things. Otherwise we could encounter problems such as a delayed launch of the campaign.

Legal

Legal issues that we could encounter with our campaign is getting fined or taken to court due to copyright since the early versions of our campaign posters adverts included images of other brand's intellectual property (logos), such as Alton Towers, Sea Life and Lego Land. To avoid this problem we could contact these brands and ask for their permission to use the logos, via email or social media direct message. However, I think we may end up having to get rid of these images completely as these logos belong to massive conglomerate companies and therefore the chances that they will give us permission is minimal. It's important that you always ask for permission when using other peoples intellectual property as otherwise you could get taken to court under the intellectual property act. We will also have to take this act into consideration when using images from google as they may not be free for reuse commercially, to avoid this issue we could also take our own photos. 

Legal issues we also need to consider is the data protection act since we will be receiving young carers information regarding their story, name, age and so on. Therefore the data protection act will have to be used to ensure that the people reaching out to us have their data and information protected. 

Due to the fact that our target audience are aged between 12-25, we could run into legal issues such as not having the consent of parents for the carers aged between 12-17 if we were to potentially do a photoshoot. To avoid this, we'll be getting the consent from the parents of the u18 young carers and giving release and consent forms to all of the people we take photos of if we were to do so.  If doing a photoshoot we'll also need location permission forms to avoid problems with the landowner.

Ethical

Ethical issues that we would encounter are representation of people. Since our campaign will revolve around young carers, we need to ensure that we represent them in a way that doesn't 'differ' them from the rest of society, as if anything, they'd most likely not want other people to know they're a young carer. To do this we need to make sure that our message isn't negative, meaning we won't portray young carers as being 'sad' about caring for their loved one or as being lonely as this often isn't the case, despite stereotypes. However, we do need to show the daily struggles that they may encounter, which is the part that we may find hard to convey in an educational way rather than negative way.

As a part of representation of people, if doing a photo shoot we also need to involve people of all ethnicity, genders, shapes and sizes, as anyone can be a young carer and we want our campaign to be as realistic as possible, it's also very important that we do that so that all of our target audience feel included and understood. Lastly we don't want to use 'ideal self' models as this is unrealistic and often makes the audience upset as they're forced to look at unrealistic beauty standards, potentially knocking their self confidence.