The media can be restricted by a number of different constraints that are either legal or social, among many others. Legal constraints can affect the types of advertisements or marketing that a company may wish to use and violating these constraints can lead to negative and serious impacts on the company. An example of these legal constraints is the advertising of cigarettes. Before the 1970s it was widely allowed for cigarette firms to advertise their cigarettes and tobacco within the media. Cigarettes were often used to sponsor television shows and some adverts even contained children's cartoons such as The Flintstones. It wasn't until 1964 that the first legal constraints were put on advertising cigarettes within the media. The Surgeon General of the United States published a report that contained over 7000 articles proving that tobacco usage could be linked to cancer and other diseases. This report led to the said constraints on the media as well as requiring all cigarette packaging to carry health warnings.
In comparison, social constraints on the media are often related to ethics. While there may not be any legal obligation to follow these constraints, if a company chooses to ignore them their audience may be discouraged from their products or services. Going against social constraints on the media can cause companies to lose respect from their audience and this, in turn, can have a very negative impact on their business.
Advertising of products and services that may be considered as 'taboo' by some audiences, such as alcohol and contraception, can have some social constraints. Many receivers do not agree with the blatant advertising of such products and it can deter some of a company's audience. These constraints need to be considered by a company and the options and effects of a marketing campaign will need to be weighed up in accordance to its social impact.
In comparison, social constraints on the media are often related to ethics. While there may not be any legal obligation to follow these constraints, if a company chooses to ignore them their audience may be discouraged from their products or services. Going against social constraints on the media can cause companies to lose respect from their audience and this, in turn, can have a very negative impact on their business.
Advertising of products and services that may be considered as 'taboo' by some audiences, such as alcohol and contraception, can have some social constraints. Many receivers do not agree with the blatant advertising of such products and it can deter some of a company's audience. These constraints need to be considered by a company and the options and effects of a marketing campaign will need to be weighed up in accordance to its social impact.
