British and Canadian Legislation International Marketing

Question: Discuss about the British and Canadian Legislation International Marketing. Answer: Introduction: As mentioned by Pomering (2013) advertisements are the channel of communication between the marketers and the consumers. Hence, any promotional campaign needs to conform to the social and legal norms of a country where it is going to be aired. In the given case study, the advertising campaign of Tourism Australia faced a number of restrictions in the foreign markets due to its lack of concentration on the legal boundaries of the on-air advertisements. In UK, the BACC (Broadcast Advertising Clearance Centre) posed a ban on the Tourism Australia ad with the tagline So where the bloody hell are you? (Charbonneau 2013). According to the Centre, the word bloody was violating the codes of advertising of the Broadcasting Act 1990 and the Communications Act 2003. Moreover, in 2007, the Advertising Standards Authority (ASA) ordered Tourism Australia to remove all posters from all the motorways as it was violating the rules concerning responsibility to children in the British Code of Advertising. On the other hand, in Canada, the Canadian Broadcasting Corporation banded the running of the ad during family programs as the Television Bureau of Canada felt the word Hell as offensive for children. Moreover, the CRTC found that that the ad implied beer is necessary for enjoyment and hence the advertisement had to face an editing (Charbonneau 2013). Hence, it is important for the advertisers to be aware of the applicable media laws to ensure no legal hassles and better market communication. As mentioned by Pomering (2013) the unnecessary legal issues related to the advertising campaigns increases operational cost. Moreover, it is also detrimental to the brand image of a company. References: Charbonneau, J., 2013. So where the bloody hell are you?: Tourism Australia faces off with British and Canadian legislation. International Marketing: An Asia-Pacific Perspective, pp.638-642. Pomering, A., 2013. Indigenous identity in the nation brand: tension and inconsistency in a nation's tourism advertising campaigns. Corporate Reputation Review, 16(1), pp.66-79.