1. Our client needs to make sure that when we are producing the advert for them we are adhering to
the guidelines set out for any practical media production. Our production team needs to be aware of
the legal issues and the processes involved regarding clearances, legal, insurance, ASA and the BBFC.
Copyright – Copyright is a set of legal rights that arise in literally and artistic works, any creative
expression that is fixed in a tangible medium. When you take out copyright on a piece of work that
copyright last for all of your life time (until you pass away) and 70 years after. There are different
rights you have when it comes down to copyright. You have the exclusiveness right to make or to
authorities others to make copy of your work. That does not just apply to actual copies but anything
that is substantially similar. So no other producers can make their work very similar to my advert.
However, copyright does not apply to us as producers, because we are working for a company the
ideas and the advert is owned by the company. Also, because there is going to be music in the
advert then I have to make sure that I have got consent from the artist to use their music in the
advert.
Clearances – if they are going to be any people in the advert then we need to get them to sign a
consent form so that they are aware of all the things that will be going on the advert and so that
they cannot sue us. If they do not sign the consent form they will not be in the advert.
AON – Aon Corporation is the leading global provider of risk management services, insurance and
reinsurance brokerage and human capital consulting. The products and services they deliver are
built around their clients’ unique needs. They also provided their clients with professionals that have
extensive expertise in both industries and local markets.
ASA – The Advertising Standards Authority is the UK’s independent regulator of advertising across all
media. We apply the Advertising Codes, which are
written by the Committees of Advertising Practice. Our
work includes acting on complaints and proactively
checking the media to take action against misleading,
harmful or offensive advertisements. If people complain
about our advert then the ASA will either make us take
the offending part of the advert out or make us take the
advert off television all together and there will have to
be a new advert made. For example, the ASA banned
the American Apparel advertising of the women
advertising knitwear and underwear because of the
complaints that were filed. The ASA said "We
considered there was a voyeuristic quality to the
images, which served to heighten the impression that
the women were vulnerable and in sexually provocative
poses. For the reasons given, we considered the ads
were likely to cause serious offence to visitors to American Apparel's website." Another example is
when the Advertising Watchdog and the ASA upheld complaints against Easy Jet for false
advertising. Commenting on their “delicious cuisine” when the restaurant was closed. Also, the
website was stating that they made advertising to having a minibar in the rooms when they only
stocked bottled water and various other complaints about advertising that was not true.

2. BBFC – the BBFC (British Board of Film Classification) is a board that
classifies films, whether they are a 12A, a 15 or an 18 and why. In order
to preserve its independence, the BBFC's income is derived solely from
the fees it charges for its services, calculated by measuring the running
time of films, DVDs/videos and other works submitted for classification.
The BBFC is not organised for profit, and its fees are adjusted only as
required to cover its costs. For example the BBFC had to take a look at
the film ‘Caroline’ because of the scenes in it. Many children films have
goory and or scary moments in them but the BBFC had to take charge
and see how long the scenes were and how detailed they were. The
BBFC also had to look at how frequent scenes like this were occurring in the film and they also had
to look at the horror effects like the music and sound. They also had to see whether there was a
swift and reassuring outcome.
Race and sexuality – the advert needs to suitable for all races and both
genders. It cannot be offensive to any religion, race or gender. To
prevent any people getting offended by the advert we will not make it
offensive or rule out any individual race, gender or religion. For
example, the Bennetton advert got banned and cut because there was a
coloured woman breast feeding a white baby. Obviously some viewers
found this racist and complained. The advert was then cut.
Decency – this is where people do something morally wrong and something that is not fair. One
example of indecency is when the Australian DJs rang the hospital trying to pass of as the queen to
get information about Kate Middleton. This is morally wrong and unfair because they were
trespassing into someone’s private life.Another example of indecency is the game that had a
battlefield in the grounds of a church. This was morally wrong because a church is seen as sacred
grounds and the game had a battlefield in it. I have to consider when producing that there is no
indecent scenes in it that will upset and offend anyone.