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6 Pitfalls That Can Make Your Marketing Illegal

by Ryan Hong
Target Marketing
April 15, 2015

Ryan Hong's article, "6 Pitfalls That Can Make Your Marketing Illegal," was published on Target Marketing on April 15, 2015.

From the article...

"Marketers today face a constantly evolving landscape of laws and regulations affecting their businesses. In 2009, the Federal Trade Commission (FTC) published final guidelines affecting online marketing or direct website advertising. Subsequent to the implementation of these regulations, marketers have faced significant liability for non-compliance. The new regulations have had numerous workshops and modifications to provide clarifications and guidance. The FTC revised "Green Guides" in 2012, in order to help marketers avoid making misleading environmental claims, while in 2013; the FTC revised the online advertising disclosure guidelines for "Dot Com" disclosures, and hosted a workshop on updated privacy guidelines.

A slew of advertising laws were enacted that predate the FTC's guidelines, including the Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003 (CAN-SPAM Act), the Children's Online Privacy & Protection Act (COPPA), and the Telemarking and Consumer Fraud and Abuse Prevention Act (TCPA). The FTC is deeply immersed in ensuring proper and non-misleading disclosures to ad viewers. Hence, it is imperative that marketers understand how to navigate their way around the complex and frequently nuanced requirements."

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