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CMA Foundation · Fundamentals of Business Laws and Business Communication · Do's and Don'ts of Communication through Social Media

A firm plans a campaign using a popular photograph found online, with a hashtag-based contest. Which combination of steps best follows the do's of social media communication, considering legal and ethical aspects?

The firm should obtain permission or a licence for the photograph, state the contest rules clearly and keep all claims truthful. Wide circulation or a 'no copyright intended' disclaimer does not remove copyright, and hiding rules is not transparent or ethical.

  1. AUse the photograph if it appears on many pages, since wide circulation means it is free to use
  2. BObtain permission or licence for the photograph, disclose contest rules clearly, and ensure claims in the post are truthfulCorrect
  3. CUse the photograph and add a line saying 'no copyright intended'
  4. DKeep contest rules hidden to maintain excitement and avoid disputes

Explanation

Using someone else's work requires permission or a licence; wide circulation does not remove copyright, and a 'no copyright intended' disclaimer is not a defence. Clear contest rules and truthful claims support transparency and avoid misleading consumers.

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