LO2: (D1) Discuss the legal and ethical constraints on the creation of the campaign.

When creating this cross-media campaign for my client, Juno Books, I need to ensure it's efficient at targeting their desired demographic, but also to minimize the legal and ethical constraints on the production. 

Firstly, in terms of legal constraints this could include factors like copyright infringement, or the breach of data. For example, if I used Juno Books' logo and house style on my campaign without getting their permission first would be copyright infringement as I'd be using their intellectual property without permission in order to gain a profit. This means that i would be liable for legal action, such as being fined, or taken to court, and forced to take down and erase the material with their intellectual property on it. So to prevent this, I will gain permission from Juno Books to use their intellectual property (such as their logo) in order to create this campaign. To consolidate this, I will use forms as proof of this permission. Additionally, breach of data - whether that be customers' or even Sarah or Rosie's (the owners of Juno Books) - could make me liable for legal action too, as this would go against the Data Protection Act. This means that I will ensure all data collected and used to create this campaign, isn't used with malpractice, nor will it be released to the public, ensuring full confidentiality of all data involved.

Moreover, some ethical constraints that may be present whilst creating this campaign could be the incorrect portrayal of demographics featured in the promotional material, or it could entail the mistreatment or exploitation of talent and stuff. Concerning the possible incorrect portrayal of demographics, this could refer to representing minorities in societies in a disrespectful way that is harmful and offensive to them and their identity. The effects of this could be a damaged reputation, and as a result of this, loss of profit and the demolition of personal integrity. Furthermore, if executed to such a hostile degree, it could even result in legal action, due to many minorities and demographics being classed as protected characteristics by law. To prevent this, I will ensure I have thoroughly researched the target audience of this campaign, and the demographics featured within this, and thus will be aware of how to properly and respectfully portray them in this campaign. Also, the exploitation of talent and staff refers to the possibility of personnel involved in the production of the campaign being mistreated and taken advantage of. Likewise, this could result in legal action against the exploiter, as well as having a damaged reputation and personal integrity. To prevent this, I will ensure all personnel involved in this campaign are treated with respect and dignity, and fairly.