Legal and moral

5.1 Advertisements that are suitable for older children but could distress younger children must be sensitively scheduled (see Section 32: Scheduling).

As our advert will contain two actors being rude to each other including offensive wording we will make sure that the advert is aired after 9pm as little children will be in bed and will not distress them as they won’t see the advert.

5.4 Advertisements must not condone or encourage bullying.

As we based our advert on bullying we had decided that we wanted to show an example of the point we are trying to get across which is bullying is not right and there is always someone there to help. We are using the actors and scenes in order to inform people about bullying and that it is not right. So at the end of the advert we will say that no one had got hurt when making the advert and we are not trying to encourage bullying at all.

5.8 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.

Our actors will be aged 16 and over.

4.1 Marketing communications must not contain anything that is likely to cause serious or widespread offence. Particular care must be taken to avoid causing offence on the grounds of race, religion, gender, sexual orientation, disability or age. Compliance will be judged on the context, medium, audience, product and prevailing standards.

To make sure that our advert will cause no offense to anyone we will make sure that our actors are of different races and will not portray one type of race, gender as bad or portray them as they are known stereotypically.

4.2 Marketing communications must not cause fear or distress without justifiable reason; if it can be justified, the fear or distress should not be excessive. Marketers must not use a shocking claim or image merely to attract attention.

In our advert we will be using a disturbing scene from which there will be swearing but not two excessively and a scene of a bully being rude and bullying a victim. This will make the audience feel a bit distressed due to the scene. The reason why we are showing this scene is to show that bullying can happen to anyone, anywhere and that there is always someone there to talk to and that there is always a way to get help.

4.7 Marketers must take particular care not to include in their marketing communications visual effects or techniques that are likely to adversely affect members of the public with photosensitive epilepsy.

To make sure that every viewer of the audience is able to watch our advert we will make sure not to add bright scenes from which will distress any viewer.

5.4 Advertisements must not condone or encourage bullying.

Our campaign advert is based on bullying and will contain a scene from which there will be bullying. At the end of the advert we want to put a disclaimer that the scene included was for informational purposes in order to inform the audience about bullying and where you can get help if needed and that in no way, shape or form are we as a brand trying to promote/encourage bullying. We are trying to stop and prevent it.

3.3 Marketing communications must not mislead the consumer by omitting material information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner.

As our advert will be about bullying, we want to make sure that everything that is included and what is shown is in a clear matter as our idea for our advert may be confusing as we decided as a group that there would be a bully and victim but the roles will be reversed meaning that the bully will be in the victims position and the victim in the bully’s to show that it can happen to anyone and how it feels to be in other persons position and this may be confusing for the audience so we need to portray it in a clear manner.