Chapters 3 Legal & Ethical Issues Federal Agencies Federal - - PowerPoint PPT Presentation

Copywriting for the Electronic Media

Chapters 3

Legal & Ethical Issues

Federal Agencies

• Federal Communications Commission

–FCC

• Federal Trade Commission

–FTC

FCC

• Contests

– How to enter – Eligibility – Deadlines – Station required to disclose all terms at time contest is started

FCC

• Lottery

– Not legal in broadcasting

• What constitutes a lottery

– PRIZE – CHANCE – CONSIDERATION

Important Part of Copy

• When Doing Any Contest
• “NO PURCHASE NECESSARY”

FCC

• Disclose payments that involve programming

– Payola / plugola

• Must identify all sponsors or products during

commercial announcements.

FCC

LEGAL or ILLEGAL A1 Save money on food for your family A2 Where at? A1 Can’t tell you till Friday A2 Why not? A1 Because it’s a surprise A2 But I have to wait until Friday? A1 Yes but it will be worth it. Listen Friday for details

FCC

• Telecommunication Act

– Requires cable & TV to carry political ads for all candidates for a given office once they permit a legally qualified candidate to use their

• facilities. (Non-news)

– Offer lowest cost –per-spot

• ffered to best customers

FCC

• Political Sponsorship

– Who paid for the ad

• Sponsored by

– Identify in a way to reveal true sponsors identity – Must end with “Paid for by the Committee to elect Joe Jones” OR “I’m Joe Jones and I authorized this ad.” – TV – identification can be visual only

FTC

• Unfair & Deceptive business practices

– False or misleading advertising

• Listerine kills germs on contact

– Illegal is they contain

• Deliberately false demonstrations
• False statements
• Research data must not be misleading

– Lies, damn lies and statistics – Disclaimers (disclose information)

FTC

• Paid endorsements must be identified
• Comparative ads should not cut down or

unfairly attack competitors

– Must be able to verify claims made by product

• Truth in lending requirements

– Fully disclose all credit terms

• Small print in TV ad

Read the Fine Print

Radio Ad

Read fast in radio commercial

FTC

• Doctors / dentists

– Copy may not appeal to persons fears, ignorance or anxieties regarding his/her health

• r well being

Is it illegal to advertise on TV?

• Condoms
• Liquor
• Gambling
• Lotteries
• Cigarettes

Is it illegal to advertise on TV?

• Condoms - No
• Liquor - No
• Gambling – Not if you are a state where it is

legal

• Lotteries – Not if you are in a state where it

is legal

• Cigarettes - YES

Social Responsibility

• What do you normally hear when

listening/watching ads for things like…

• GAMBLING?
• LIQUOR?
• BEER?

What about delicate subjects

• Funeral Homes

– Discrete – Respectful – Low Key