module specification

Advertising is a multi-billion-pound industry with an international platform trying to work coherently within the legal perimeter governing multiple industries and jurisdictions.

Students on this module will develop a comprehensive understanding of the legal issues attached to advertising in business and society, and specifically the challenges faced by the advertising industry as these relate to media, including interactive media. In order for businesses to be successful there needs to be effective marketing of the company, product or service, but all businesses have a legal duty to ensure all advertising claims or representations they make are within the perimeter of the law and so are not deceptive or untruthful in any way. Some of the principal concepts of advertising law include truth in advertising and unfair trade practices. These are the laws regulating how businesses relate the benefits of their products to the general public.

Advertising laws can have a significant impact on a number of business operations and this module explores these issues in detail in respect of media -related issues.

MODULE AIMS

On successful completion of this module, you will be able to:

• understand the complexities surrounding advertising and the law;
• understand why consumers need protection when being exposed to advertising;
• understand specific advertising rules in terms of media;
• understand the difficulties facing jurisdictional based advertising and to develop an understanding of the regulatory bodies governing different aspects of advertising law specifically relating to the media and entertainment;
• have the opportunity to apply knowledge through a series of practical exercises;
• understand the issues and the concerns relating to direct marketing activity and to consider various approaches to ensure compliance with regulations, balanced with the desire to maximize marketing revenue;
• develop their ability to construct legal arguments.

No pre-requisites. Not available for Study Abroad.

Consumer Protection

Comparative advertising

• Legislation
• Interaction of comparative advertising with trademark law –
• Offences relating to comparative advertising  

Digital marking and advertising

• Introduction
• Regulations
• Specific laws
• Digital marketing techniques
• Jurisdiction 

Obscenity, indecency, religious and racial hatred 

• Obscenity and indecency
• Blasphemy 
• Racial/religious hatred
• Regulatory codes

Specific Advertising Rules

• Ambush marketing
• Branded Content
• Cinema advertising
• Children and advertising

Regulatory Bodies

• Background of self/co-regulation
• Regulatory structure for broadcast advertising:  CAP/ASA and Ofcom
• Complaints
• Freedom of information

Overview

Students will be taught by a combination of online lectures, interactive online seminars, one-to-one supervision, and self-study of a comprehensive module, with students encouraged to read from specified case law and legal journals. Students will be given the opportunity to discuss theoretical issues as well as practical problem solving.  Students will be supported in undertaking on-line research using electronic law databases and encouraged to use on line legal resources on a regular basis. There is a virtual learning environment containing handbooks, lecture notes, weblinks, discussion groups, study skills materials and assessment criteria. 

Experiential Learning

Students will be encouraged to respond to realistic case-studies relating to the sector, giving written legal opinions to clients in the style of a professional legal advisor. Students will also be able to participate in the extracurricular experiential learning offered within the Law School, including the Pro Bono Clinic and the Mooting Club.

Study Support

Students will have regular access to module tutors by email and by one-to-one video conferences to support their studies. They will also engage with one formative assessment for each module, which will be marked promptly with opportunities for feedback either by email or individual online discussion.

On successful completion of the module, you will be able to do the following:

1. Comprehend and manage a substantial body of legal knowledge focused on advertising in the media.
2. Evaluate the commercial and government policy implications of advertising law and appreciate its economic and social balance.
3. Demonstrate a critical understanding of the work of the regulatory bodies which govern advertising.
4. Research and manage legal information from paper and IT resources and present competent legal arguments in writing.
5. Synthesise relevant case law and statute, understand and present conflicting arguments and apply the law to problem scenarios relevant to all aspects of advertising law.

The module adopts the assessment strategy principles of GSBL which have been developed in the spirit of ESJ. These are:

1. The School is committed to ensuring that each student should not have more no more than 2 assessment points per 20 credit module.
2. We provide balanced forms of assessment, both in terms of its overall volume (measured in terms of assessment points and output required and the types used.
3. Group activities are part of the learning and teaching strategies but assessment is at the level of the individual. Thus, assessment focused on individual reflections and learning from participating in a group activity.
4. Flexibility/choice in assessment methods will be introduced wherever possible in order to facilitate different learning studies and support personalization

Assessment of the module will be by way of an online continuing report (such as a weblog) identifying contemporary issues relating to advertising practice in the context of legal regulation and restrictions.

In line with our policy on facilitating formative feedback to students, the assessment strategy is designed to provide formative feedback on the assessment before it is due to be submitted.

https://rl.talis.com/3/londonmet/lists/D9C53DE2-F75E-5829-2C02-A2F5140B1E62.html?lang=en-US&login=1