Unit Study Guide

UnderstandingUnderstanding

Legal, regulatory and ethical requirementsLegal, regulatory and ethical requirements

in Marketingin Marketing

Dealing with legal, regulatory and ethical concerns in sales and marketing

What does that mean?Each organisation in business has to abide by laws and regulations so that it operates ethically and fairly. It means that each person in that business needs to undertand the laws and regulations that apply to it and understand the business protocols that must be adopted. Each employee has a responsibility to themselves and to the company. Concerns regarding legal, regulatory and ethical issues should be discussed with a more senior person in the organisation such as a supervisor or a line manager.

Activity

The link below outlines a basic company struc-ture. Describe your own company organisation and the lines of responsibility. Describe who you would refer any concerns to.

Go to each link below and then make notes about what each company does. Describe how they may be a competitor to your own company.

http://www.zippynutsocialmedia.co.uk/

https://www.clicky.co.uk/

Notes

http://businesscasestudies.co.uk/unison/developing-responsiveness-through-organisational-structure/the-structure-of-an-organisation.html#axzz3a0g6mpOD

Legal Requirements in Sales and Marketing Activity

Look over the book cover and identify who the publisher is.

Check out the links below and then respond to the points listed.

Define what the term imprint means.

Describe the history and ownership of Methuen.

Decsribe who owns the copyright to Tintin.

When will the copyright be relinquished?

Linkshttp://en.wikipedia.org/wiki/Imprint

http://en.wikipedia.org/wiki/Methuen_Publishing

http://falkvinge.net/2013/10/24/tintin-and-the-copyright-sharks/

http://jamieking.co.uk/resources/email_marketing_legal_requirements.html

https://www.gov.uk/marketing-advertising-law/overview

http://www.abdn.ac.uk/safety/uploads/files/HSE%20workstation%20checklist%202015.pdf

All sales and marketing activity is regulated by laws. Using the link below define some of those laws. Also describe why Data Protection is so important.

Using the link below define the law regarding the marketing of products.

http://www.hse.gov.uk/msd/dse/

There are laws regarding the health and safety of individuals working in a business environment. This is a legal requirement relating to marketing and sales people as the majority of them will be using computer equipment.

Understanding ethical and legal requirements in business

Activity NotesUnderstanding CopyrightRead the following link.

http://copyrightservice.co.uk/copyright/p01_uk_copyright_law

Then answer the following questions:

Under what circumstances would it not be alright to draw Tintin?

Under what circumstances would it be acceptable to draw Tintin?

http://www.fca.org.uk/about/what

http://www.legislation.gov.uk/ukpga/1968/29/pdfs/ukpga_19680029_en.pdf

The Financial Conduct Authority (Formerly the Financial Standards Authority) has power and influence in all business activities. Click on the link below and list what the FCA does.

FCA

Trade Description ActAll business activity can be defined in the Trade Description Act. Identify 6 aspects regarding the sales and marketing of a product.

http://www.marketingdonut.co.uk/marketing/sales/sales-management/sales-contracts-and-selling-regulations

Contracts & Contract LawsWhat does that mean?

https://www.citizensadvice.org.uk/consumer/protection-for-the-consumer/consumer-contracts/terms-and-conditions-in-a-consumer-contract/

Terms and conditions of a sale?

Click on the link below and then describe the term contract.

Click on the link below and then describe the purpose of a Terms and Condition of Sales.

Describe the term “Cooling off” period in relation to a sale?

FINALLY!!

Understanding ethical and legal constraints

www.commons.wikimedia.org www.sxc.hu

Activity

GOTO

THE LINKS FOR WIKI AND SXC

Locate the Licence Agreements.

Define a Commons Licence.

Define Usage Agreements.

Notes

Knowabout Professional Bodies in the media sector

PROFESSIONALORGANISATIONSThere are several external sources that provide information and guidance about legislation and regulation. These organisations can be known as professional bodies and they are very active in the regulation and support of businesses and customers. They can regulate, influence and be intermediaries in a dispute.

Advertising Standard Authority (ASA)Financial Control Authority (FCA) formerly FSAChartered Institute of Marketing (CIM)Citizens Advice Bureau (CAB)National Union of Journalists (NUJ)

There are several internal sources that provide information and guidance about legislation and regulation.

The Human Resources Department will have information about contracts of employment and working terms and conditions. They can advise on codes of conduct, pay and conditions, pension schemes and help with health and safety issues that relate to someone’s work. A Staff Handbook is also provided as a reference for all employees to refer to regarding their rights and responsibilities.

Another internal source would be the Finance Department regarding salaries and tax issues, claiming of expenses and pay scales.

Line managers and supervisors can also provide guidance and advice on regulations and working practices.

http://www.cim.co.uk/

ActivityYou have already looked at the FCA and will be looking at the ASA in another activity. Using the link below, define what the Chartered Institute of Marketing does.

Activity

Notes

REGULATIONIdentify the representation of gender in all three ads.

BANNED ADSLook at banned Levis ads - TV and print.

http://epicfireworks.com/blog/2012/04/levi-jeans-firework-advert/

Explain why they were banned.

REGULATION & ETHICALDescribe the Human Rights Act.

http://www.un.org/en/documents/udhr/

Describe the ASA.

http://www.asa.org.uk/About-ASA.aspx

Describe Worldwide web Consortium

http://www.w3.org/Consortium/mission

Understand the regulation of the media sector Equality and diversity

Ethical requirements within business means taking into account Equality and Diversity in both business objetives and employment. It also applies to represenation within the media world.https://www.gov.uk/government/organisations/department-of-health/about/equality-and-diversity

Watch 3 ads

Understanding ethical and legal constraints

Copyright of a logo

Activity

Go to the links below and then explain how to acquire a copyright and also explain what the R symbol stands for.

www.copyrightservice.co.uk/protect/logo_copyright

www.copyrightservice.co.uk/copyright/intellectual_property

Notes

Describe the logo and brand for your own company and paste a copy in the notes. Explain why it would be illegal, and unethical for someone else to copy your logo and brand and use it for their own business.

Notes