UAMG 2024 Media Law and Ethics

JANUARY 2024

Tutorial 12: Ethics and Legal Issues [Decency]

https://www.retailgazette.co.uk/blog/2023/01/sainsburys-ad-
backlash/

https://www.grab.com/sg/campaign/the-most-boring-ride-
ever/
Youtube: https://youtu.be/OJleHhme7FA?
si=ucf1F0wMwIm3vu9V

PR aspect FOCUS :WOMEN EMPOWERMENT,WOMEN SAFETY

First ads: Women can walk alone in dark
Grab: Women sleep, dangerous
problem : ignore women safety
QUESTIONS:
1. Explain the ethical and legal issues breached by the brands in the above scenarios.
o Discussion should be based on the definition, criteria and/or elements of the
issues
Ethics ISSUES: indecency. Provide misconception. It is acceptable to let them walk in the dark,
risky behavior. It is not safe go against the taboo, put yourself in a risky situation.
Ethic issue: Stereotype, discrimination, discriminate , women be stereotyped :women becoming
the victim, potential to be a victim ,which cause negative crime: raped sexual assault. Women be
the victim being discriminated in the case.

GRAB
 UAMG 2024 Media Law and Ethics
JANUARY 2024

Stereotype: gender(equality) ,physical appearance, female being assaulted, unequal

component:women are good,men are bad. Sleeping in the car :the women is careless (women is
negative), functional character(as men driving) :men is positive.
Decency: sleeping in the car, women alone, make yourself I dangerous situation, risky
behaviour,

Spinning components,

Legal issue: indecency ,feeding the wrong information to the public,

Criteria of indecency: false sense of behaviour, go agaist the norm of society,

2. Evaluate the practitioner conduct based the Decision Guideline Approaches.

Pologize :negative reaction of society,
Ethical component
The ads is illegal: unethical illegal component : taken down , violated the certain law in country
Commented to the: the safety misunderstood ,the word bored is false, misled,
GRAB
unethical& legal:correct info: 99%not assaulted, 1%still be assaulted.
3. Identify a case example reported in the mass media.
SAMSUNG case :security of women, empowerment, risky behaviour.
Read up:
 https://news.sky.com/story/sainsburys-axes-advert-after-online-backlash-over-womens-
safety-12787132
 https://www.dailymail.co.uk/news/article-11637665/Sainsburys-axes-clothing-advert-
backlash-ignoring-womens-safety.html
 https://www.marketing-interactive.com/why-grabs-new-safety-ad-featuring-women-is-
causing-a-stir

Tutorial 13: Ethics and Legal Issues [Solution]

 UAMG 2024 Media Law and Ethics
JANUARY 2024

https://www.grab.com/sg/inside-grab/stories/
https://www.grab.com/sg/campaign/the-most-
iwd-2024-women-programme-inclusion-
boring-ride-ever/
diversity/

QUESTIONS:

1. Assess the brand solution and provide rationales

Stereotype-
Women safety- safety
Safe environment-female driver you can choose safety zone is safe for,feel securefemale can
choose passenger ,hoose female driver

4 different parties in final exam- in this case, GRAB,

Have the number of percentage- trust,profit(build on profit and trust)earn money, and build
reputation

-advertiser and practitioner (advertising practitioner ),well in thier skill and their
knowledge ,expertise in their own industries,

Read up:
 https://www.marketing-interactive.com/grab-women-passengers-preferred-programme
 https://www.todayonline.com/singapore/grab-tests-new-feature-pairing-women-drivers-
women-passengers-2378251
 https://www.grab.com/my/press/others/grab-malaysia-expands-sisboleh-programme-to-
empower-more-women/
 UAMG 2024 Media Law and Ethics
JANUARY 2024

Tutorial 14: Ethics and Legal Issues [Fake News and Content Block]

https://www.thesun.co.uk/royals/26750949/princess- https://www.yahoo.com/news/bbc-reporter-
kate-windsor-farm-shop-william/ says-woman-photographed-143550465.html

QUESTIONS
1. Explain the legal issues breached by the brands in the above scenarios.
o Discussion should be based on the definition, criteria and/or elements of the
issues
Content block- online taken down
2. Evaluate the practitioner conduct based the Decision Guideline Approaches.
Legal component
Illegal component -taken down
Problem-providing wrong information
 UAMG 2024 Media Law and Ethics
JANUARY 2024

Issue-fake news content

3. Identify a case example reported in the mass media.

Read up:
 https://nypost.com/2024/03/20/entertainment/bbc-reporter-claims-kate-middleton-farm-
video-is-fake-its-clearly-not-her/
 https://nypost.com/2024/03/19/entertainment/kate-middleton-prince-william-farm-video-
fake-critics-claim-body-double/
 https://nypost.com/2024/03/19/world-news/man-who-filmed-kate-middleton-slams-
delusional-internet-trolls/
 https://www.dailymail.co.uk/news/article-13215563/BBC-reporter-Sonja-McLaughlan-
fuels-conspiracy-theories-claiming-woman-seen-Prince-William-farm-shop-video-
obviously-not-Kate.html