LEGAL AND MORAL

Market communication
(2.3 Marketing communications must not falsely claim or imply that the marketer is acting as a consumer or for purposes outside its trade, business, craft or Profession; marketing communications must make clear their commercial intent, if that is not obvious from the context.)
This applies to our advert, but we are going to overcome this by just showing awareness to the public and were not asking for donations. 
Misleading

(3.1 Marketing communications must not materially mislead or be likely to do so.) We can’t mislead what we are trying to communicate, so we can’t make the bully look good. To do this we will show the bully as a bad and evil character. (3.3 Marketing communications must not mislead the consumer by omitting material Information. They must not mislead by hiding material information or presenting) We can’t say false information. To overcome this we have done research about bullying and professional organizations for bullying such as Child Line  

Harm and offence

(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 marketing communications may be distasteful without necessarily breaching this rule. (Marketers are urged to consider public sensitivities before using potentially offensive material. The fact that a product is offensive to some people is not grounds for finding a Marketing communication in breach of the Code.) This means we are not allowed to be stereo typical and prejudice or discriminate the character roles. Therefore we can’t have 3 black bullies on one ethnicity it has to be spread out differently.

Children

(5.1 Advertisements that are suitable for older children but could distress younger children must be sensitively scheduled.) This means we must keep it for all ages which means no swearing or adult comedy. (5.4 Advertisements must not condone or encourage bullying.) we can’t make bullying look good becuase childern will copy or we can’t make it look cool or childern will copy.

 Privacy

(6.1 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. Marketers are urged to obtain written permission before: referring to or portraying a member of the public or his or her identifiable Possessions; the use of a crowd scene or a general public location may be acceptable without permission Referring to a person with a public profile; references that accurately Reflect the contents of a book, an article or a film might be acceptable Without permission) this means if there was a person from the public in the background we would have to ask them for permission to use the footage.

Promotion

                8.33.3 Specify exactly what will be gained by the named charity or cause and state the basis on which the contribution will be calculated (see rule 8.34) this means we have to say what the charity will gain by watching the advert, Which is nothing because we are spreading awareness