AQA A-Level Computer Science AS Paper 2, June 2025: Question 12

9 marks · Hard difficulty · Extended Response

Discuss a range of moral, ethical, legal, and cultural issues raised by the business model and data practices of an online image editing platform.

Practise this question

Question

Question 12 outlines a scenario where a UK company is launching an online image editing platform offering both paid subscriptions and free use. For non-subscribers, the company requires users to transfer ownership of their uploaded images, which the company intends to sell to third parties. The question asks students to discuss a range of moral, ethical, legal, and cultural issues raised by these plans, worth 9 marks.
Question text

12 A UK company is launching an online image editing platform. Customers will upload

their images to a dedicated website. The website will allow customers to edit

uploaded images using a powerful set of editing tools. A customer can subscribe to

the website for an annual fee or use the service for free as a non-subscriber.

Only subscribers will retain ownership of the images they upload. If a non-subscriber

uploads an image, they agree to transfer ownership of the uploaded image to the

company. The company intends to sell the images it then owns to third parties to

enable it to keep offering the service for free.

Discuss a range of moral, ethical, legal and cultural issues raised by the plans that the

company has for its online image editing platform.

In your answer you will be assessed on your ability to follow a line of reasoning to

produce a coherent, relevant and structured response.

[9 marks]

Mark scheme

Show the mark scheme Mark scheme for Question 12 showing a 3-level mark grid (Level 3: 7–9 marks, Level 2: 4–6 marks, Level 1: 1–3 marks) based on AO2 analysis. Indicative content is grouped into Moral/Ethical issues (e.g. lack of consent from people pictured, loss of privacy, facial recognition, metadata tracking), Legal issues (e.g. copyright ownership, GDPR compliance, Computer Misuse Act, international data transfer), and Cultural issues (e.g. cultural taboos on photography, religious sensitivities, freedom of expression).

Qu Pt Marking Guidance Marks

12 9 marks are for AO2 (analyse) 9

Level of response question:

Mark

Level Description

Range

3 A line of reasoning has been followed to produce a coherent, 7–9

relevant, substantiated and logically structured response.

Answers in this level demonstrate balance and reason in the

points addressed. The response covers a wide and nuanced

range of issues and is likely to cover the moral/ethical, legal

and cultural aspects of the question. A range of the points

made will have been expanded upon using clear examples

and references to real-world implications.

2 A line of reasoning has been followed to produce a mostly 4–6

coherent, relevant, substantiated and logically structured

response. Answers in this level demonstrate a degree of

balance and reason in the points addressed, though not so

consistently. The response is likely to cover at least two of the

aspects of the question. Some of the points made will have

been expanded on and some of these may use examples but

these might not always exemplify the points made or be

lacking in references to real-world implications.

1 There is little evidence that a line of reasoning has been 1–3

followed. Answers in this level may lack balance and reason

in the points addressed. The response will attempt to identify

some issues raised by the question; points are not likely to be

expanded upon but where they are, the examples may not be

relevant or not relate to the points being made.

Indicative content

Moral, ethical, legal and cultural issues

Moral/Ethical (individual beliefs/society)

• Individuals might not wish for images of them to be uploaded to the platform but

are unlikely to have much (if any) say when someone else uploads an image.

• Individuals could have their privacy infringed by having images featuring them

(accidentally or deliberately) uploaded to the platform.

• The company could have access to a lot of personal information based on the

content of images and the associated metadata.

• The company intends to sell the images it owns to third-parties potentially

without credit to the creators, which is arguably unethical, even before the

nature of the third-parties or the true ownership of images are considered.

• The images uploaded could be illegal or provide evidence relating to criminal

activity, hence it could be argued the company has an ethical duty to report all–––

such images to the authorities.

• It might be possible to apply facial recognition to identify individuals or establish

relationships with individuals.

• It might be possible to identify locations or track the movement of people across

time.

Legal

• Images are likely to be transmitted internationally, passing through countries with

different laws regarding data collection and privacy.

• Computer Misuse Act would be applied in the UK to prevent unauthorised

access to subscriber data, the images collected and any other personal

information residing on company servers.

• The provenance/ownership to the images would need to be confirmed before the

company could sell them or claim them as company property, lest the company

be in breach of the Copyright Designs and Patents Act.

• General Data Protection Regulation (GDPR) affords protections to data subjects

and provides rights relating to access, accuracy, deletion, etc.

• A non-subscriber uploading an image might not actually own the image, hence

they are unable to transfer ownership to the company.

Cultural (subgroups)

• Photographs can have different significance across different cultures, with the

photographs of some subject matters being considered offensive or

inappropriate.

• Images taken inside religious buildings for some purposes may be considered

inappropriate.

• Some cultural beliefs may not allow photography of people.

• Need for balance between cultural sensitivities and freedom of expression.

How to answer it

Question 12: Ethical, Legal & Cultural Analysis of Cloud Platforms

📌 What this question tests

This 9-mark extended response question assesses AO2 (Apply knowledge and understanding). You are required to analyse a specific business scenario involving digital content ownership and cloud storage, synthesising impacts across:

  • Moral & Ethical Issues: Privacy violations, consent, secondary exploitation of personal data, and surveillance potentials (facial recognition, location tracking).
  • Legal Dimensions: Copyright Designs and Patents Act 1988 (ownership & licensing), GDPR/Data Protection Act 2018 (consent, subject access, right to erasure), and Computer Misuse Act 1990.
  • Cultural Factors: Varying cultural norms on imagery (e.g. religious photography, taboos) and the balance between free expression and cultural sensitivities.
  • Line of Reasoning: Constructing a balanced, coherent, and well-substantiated argument linked back to real-world implications.

Question 12 Analysis

Scenario: Cloud Image Editing Platform & Rights Transfer [9 Marks]

💡 Key Knowledge: The Three Dimensions

  • Moral / Ethical Focuses on societal beliefs, right vs wrong, individual autonomy, and unwritten expectations of fairness.
  • Legal Specific legislation governing digital data in the UK & cross-border:
    • Copyright, Designs & Patents Act: Ownership belongs to the creator; users cannot legally transfer rights they do not own.
    • GDPR / DPA 2018: Covers PII (personally identifiable information) and EXIF metadata (GPS coordinates, timestamps).
    • Computer Misuse Act: Securing data against unauthorized access or breaches.
  • Cultural Values and norms of diverse social groups, nationalities, and religions concerning public photography and sacred spaces.

🧠 Exam Technique: Level 3 (7–9 Marks)

  • Follow the "Rule of 3": Level 3 explicitly requires coverage of moral/ethical, legal, and cultural aspects. Missing any pillar caps your score at Level 2 (max 6 marks).
  • Substantiate with Examples: Do not simply state "it breaches privacy". Name the mechanism: "EXIF metadata embedded in photos can reveal precise GPS location and routines".
  • Balance the Argument: Acknowledge the commercial model (free software democratises editing tools) against the exploitation of non-subscribers' intellectual property.
  • Structure Logically: Use thematic sub-headings or clear paragraphs for Moral, Legal, and Cultural issues, ending with a brief synthesis.

✅ Core Indicative Points (Mark Scheme Alignment)

1. Moral & Ethical Issues
  • Lack of Third-Party Consent: Non-subscribers may upload images containing other people who never agreed to have their likeness stored, processed, or monetised.
  • Data Exploitation: Selling images without attributing credit or revenue share to creators is exploitative, particularly targeting users who cannot afford subscription fees.
  • Surveillance & Profiling: The platform or buyers could use automated facial recognition to map social graphs, or read EXIF metadata to track movements over time.
  • Illegal Imagery: The company could unwittingly host or sell criminal content, creating an ethical duty to moderate and report to police.
2. Legal Issues
  • Copyright Ownership & Provenance: If a user uploads an image they didn't create (e.g. taken from the web), they cannot legally transfer ownership. The company risks mass breach of the Copyright, Designs and Patents Act if they sell it.
  • GDPR / Data Protection: Personal data within photos requires lawful processing. Individuals have rights to access, rectification, and erasure ("Right to be Forgotten") which clashes with third-party selling.
  • Cross-Border Law: Images stored in foreign cloud data centres or sold to foreign clients involve conflicting jurisdictional privacy frameworks.
3. Cultural Issues
  • Differing Cultural Norms: Certain cultures/religions prohibit or discourage visual depictions of individuals or modest attire.
  • Desecration of Sacred Spaces: Images captured inside temples, churches, or sacred cultural sites being commercialised as stock photography can cause deep offence.
  • Expression vs Sensitivity: Balancing artistic freedom of expression with protection against offensive or sensitive imagery across diverse demographic groups.

❌ Common Traps & Student Misconceptions

  • Omitting Cultural Issues entirely: Many students focus purely on copyright and GDPR, immediately dropping their maximum possible score to Level 2 (4–6 marks).
  • Vague law references: Writing "this is against the law" instead of naming relevant statutory principles (GDPR data subject rights, Copyright Act breach of third-party copyright).
  • Treating the user as the sole victim: Forgetting that subjects inside the photographs (bystanders, children) have independent privacy rights and have given zero consent.
  • Bullet-point list answers: AQA marks for "a coherent, relevant, and structured line of reasoning". Disjointed bullet points cannot reach Level 3.

📐 Step-by-Step Essay Architecture (9 Marks)

  1. Introduction (1–2 sentences): Outline the tension between a "free" business model and user rights / platform responsibility.
  2. Body Paragraph 1: Moral & Ethical Concerns: Discuss informed consent, metadata privacy, facial recognition, and monetisation of creative work.
  3. Body Paragraph 2: Legal Ramifications: Contrast the Copyright Act (provenance of uploaded files) and GDPR (personal data rights, right to erasure).
  4. Body Paragraph 3: Cultural Implications: Analyse cultural taboos, images of sacred sites, and global variations in photo sensitivity.
  5. Conclusion: Synthesise how the platform must adapt (e.g., explicit opt-in, metadata stripping, terms verification) to operate responsibly.
Mark Scheme Level Breakdown:
  • Level 3 (7–9 marks): Coherent, relevant, and logically structured response. Balanced reasoning covering all three: moral/ethical, legal, and cultural aspects with real-world examples (e.g., EXIF metadata, GDPR, copyright ownership).
  • Level 2 (4–6 marks): Mostly coherent and structured. Covers at least two aspects (e.g. ethical and legal) with some expansion, but may lack cultural context or depth in real-world examples.
  • Level 1 (1–3 marks): Isolated points with minimal line of reasoning. Only one aspect addressed or points left unexplained without practical application.

Topics

4.8 Consequences of uses of computing · 4.8.1 Individual (moral), social (ethical), legal and cultural issues and opportunities

Question and mark scheme from the AQA A-Level Computer Science examination, AS Paper 2, June 2025. QuestionVault is an independent revision resource; questions remain the copyright of the awarding body.