|
|
|
|
You are here: Home > Educators > Business Studies > Marketing > Simple Business Web site: Legal Obligations |
|
|
|
| Feb | Jan | |
|---|---|---|
| Forecasted cash flow | 2500 | 4500 |
| Net cash flow | 5000 | 3500 |
Net cash flow below the forecasted value is shown in red.
Part of the information (the net cash flow falling below the forecasted value) is only conveyed with colour. A colour-blind person or someone viewing the page on a black and white monitor may have difficulty determining this. The correct approach would be:
| Feb | Jan | |
|---|---|---|
| Forecasted cash flow | 2500 | 4500 |
| Net cash flow | 5000 | 3500* |
Net cash flow below the forecasted value is shown in red and marked with an asterisk.
The information is now no longer solely conveyed with colour.
As stated above, in most cases a business will rely on a Web developer (either in-house or external) to advise them on accessibility matters although ignorance of the law or poor advice is no defence.
The best way to assess the accessibility of a Web site is to use the W3C Web Content Accessibility Checklist(http://www.w3.org/TR/WCAG10/full-checklist.html). However, some aspects of Web site accessibility can be checked with automated tools. These tools cannot check all aspects of a Web site, for example they cannot check that a site satisfies this Priority 1 checkpoint "Use the clearest and simplest language appropriate for a site's content.". These automated tools include:
Other than the legal obligations on a business to make their Web site accessible there are many other reasons why creating an accessible Web site has positive benefits for a business. Perhaps the most obvious benefit is that accessible Web sites can be used by all and have increased interoperability (they work on a wide range of Web enabled devices), consequently the potential customer base/reach of the Web site is increased. Accessible Web sites are, in general, more usable and this increase in usability benefits everyone. A further reason to have an accessible Web site is that it demonstrates corporate social responsibility and this positively affects brand image and the reputation of a business. (http://www.bized.co.uk/current/mind/2003_4/290304.htm)
Visit the homepage for three Web sites you use regularly (these could be sites your teacher has directed you to or may be Web sites relating to your interests). If you don't regularly use the Web try viewing your school Web site, Biz/ed (http://www.bized.co.uk) and BT (http://www.bt.com). Now answer these questions:
Personal homepages are exempt from the DDA and SENDA. However, it could be argued that these people have a moral and social obligation to produce accessible Web sites too. In addition the benefits of increased usability and interoperability are just as applicable to a personal Web site as they are to a business Web site.
Further reading on Web accessibility and UK Web accessibility law:
Image: What data might a business Web site gather from its users and what are the implications under the Data Protection Act? Copyright: Markus Warneke, stock.xchng
In the UK the Data Protection Act 1998 (DPA) gives individuals certain rights to find out what information an organisation holds about them and to ensure that the information is correct.
The legal obligations on a business are that any personal information it holds must be:
Source: Information Commissioner's Office (http://www.informationcommissioner.gov.uk/eventual.aspx?id=6785&expmovie=1)
Failure to comply with the eight principles above could result in legal action from individuals and the Information Commissioner's Office against the company in question. Any personal data collected through a Web site is also subject to these principles and a business must comply accordingly.
Consider the personal information that may be collected from users of a business's online presence. What steps might a business take to meet its obligations under the DPA?
Copyright is the exclusive legal right, given to an originator or assignee, for a fixed number of years to print, publish, perform, film, or record literary, artistic, or musical material, and authorise others to do the same. Copyright may also be bought, sold, or leased.
Businesses must ensure that its Web site (including content and the design of the site itself) does not infringe an anyone else's copyright. It is a popular myth that content made available on the Web is 'copyright free', this is not the case. In addition, all works are copyrighted as soon as they are created (a © sign does not need to be present).
Many businesses use copyrighted works on their Web sites. However, usually permission has been sought from the copyright holder and if applicable a fee for use paid.
There are some instances when it is permissible to reproduce copyrighted work without permission. These instances include when the work is reproduced for the purposes of 'Comment or Criticism', 'Parody' or reproduction for academic purposes. Use of copyrighted work in this way falls under 'Fair Use'. However, it is important to know that the copyright holder may disagree that the use is 'Fair Use'. If this is the case then the dispute is likely to end up in court and the 'Fair Use' will need to be proven otherwise it is a case of copyright infringement.
Businesses should consult a copyright professional regarding the use of any content for which they do not own the copyright (or have permission to use).
Further reading:
Other legal obligations that affect both online and conventionally trading businesses include:
An additional source of information is the Office of Fair Trading leaflet on shopping from home. (http://www.oft.gov.uk/Consumer/Your+Rights+When+Shopping+From+Home/default.htm)
Back to An Overview of Business Online
