03 Don’t Break the Law. Don’t Bend the Law.

The law exists to protect the public. We need to think beyond legal argument to moral
argument. It may be easy to find loopholes, but it is not acceptable behaviour. Don’t do it.
Be sensitive to the impact of your message. Present your client in a positive way without
stretching the truth unreasonably even if it is ‘technically’ legal. Don’t break the trust we
have with the public.

Examples of unethical behaviour:

• To benefit from someone else’s idea is unethical (and may also be a breach of copyright).
  Remember, we are paid for our insight and originality.
• To employ mobile content with your campaigns without having cleared the corresponding rights.

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