Enterprise Toronto Legal Issues – Marketing in a Web 2.0 World Presented by: Rubsun Ho [email_address] @rubsun November 7,...
What’s a legal session without a disclaimer? <ul><li>The information provided in this presentation represents a general ov...
About Cognition <ul><li>Founded in recognition of the fact that traditional legal services model was too expensive for sta...
Marketing in a Web 2.0 World - Legal Issues to Watch Out For <ul><li>Email marketing and Anti-Spam Laws </li></ul><ul><li>...
Email Marketing & Anti-Spam Laws © 2011 Cognition LLP
Email Marketing & Anti-Spam Laws <ul><li>Marketing: “An email newsletter would be an ideal way to promote our products and...
Email Marketing & Anti-Spam Laws <ul><li>Bill C-28 – Canada’s Anti-Spam Legislation </li></ul><ul><li>Expected to come int...
Email Marketing & Anti-Spam Laws <ul><li>Exceptions to Opt-In Requirement </li></ul><ul><li>Existing business relationship...
Email Marketing & Anti-Spam Laws <ul><li>TO DO’s: </li></ul><ul><li>Potentially purge mailing lists of individuals who hav...
User Generated Reviews © 2011 Cognition LLP
User Generated Reviews <ul><li>User generated content and reviews are becoming a common Web 2.0 marketing tool. </li></ul>...
User Generated Reviews <ul><li>“ Fake reviews prompt Belkin apology” </li></ul>© 2011 Cognition LLP “ Cornell software fin...
User Generated Reviews <ul><li>Legal Issues: Copyright </li></ul><ul><li>What if a user uploads copyrighted material in po...
User Generated Reviews <ul><li>Legal Issues: Defamation </li></ul><ul><li>What if a user uploads materials or comments tha...
User Generated Reviews <ul><li>Legal Issues: False Reviews </li></ul><ul><li>What if a user posts fake reviews to pump a p...
User Generated Reviews <ul><li>TO DO’s: </li></ul><ul><li>Ensure that your terms and conditions prohibit posting of copyri...
Social Media Marketing © 2011 Cognition LLP
Social Media Marketing <ul><li>Twitter  /  YouTube /  Facebook /   Blogs /   Podcasts /   LinkedIn /   Yelp /   etc.  / et...
Social Media Marketing <ul><li>How do you maintain trust and goodwill among your clients and customers? </li></ul><ul><li>...
Social Media Marketing <ul><li>TO DOs </li></ul><ul><li>Claim your brands on social media sites  (@yourbrand, www.facebook...
Social Media Marketing <ul><li>Resources </li></ul><ul><li>FTC Endorsement Guidelines </li></ul><ul><li>http://www.ftc.gov...
Trademark Protection in an Online World <ul><li>Trademarks: words, logos or symbols that identify your products or service...
Trademark Protection in an Online World <ul><li>Where your trademarks be at risk: </li></ul><ul><li>Brand squatting (Twitt...
Trademark Protection in an Online World <ul><li>TO DOs: </li></ul><ul><li>Register twitter handles & vanity URLs for your ...
Trademark Protection in an Online World <ul><li>TO DOs: </li></ul><ul><li>If there are offenders: </li></ul><ul><ul><li>Ne...
Thank you. www.cognitionllp.com Rubsun Ho [email_address] 416-348-0313, ext. 102 rubsunho @rubsun
Copyright <ul><li>Copyright is a form of protection allowing the owner of the rights in a work to prevent others from copy...
Copyright <ul><li>Copyright doesn’t protect the idea, but the expression of the idea. </li></ul><ul><li>Open source softwa...
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Enterprise toronto nov 2011 - marketing in web2-0 world

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  • Century 21 case: Zoocasa was found in breach of copyright and in breach of terms of use of Century 21’s website. No fair dealing defence.
  • Enterprise toronto nov 2011 - marketing in web2-0 world

    1. 1. Enterprise Toronto Legal Issues – Marketing in a Web 2.0 World Presented by: Rubsun Ho [email_address] @rubsun November 7, 2011
    2. 2. What’s a legal session without a disclaimer? <ul><li>The information provided in this presentation represents a general overview and understanding of intellectual property issues. It is not intended to be used as legal advice. Any application of the contents of this seminar in the context of a specific business should entail further legal consultation and consideration. </li></ul>© 2011 Cognition LLP
    3. 3. About Cognition <ul><li>Founded in recognition of the fact that traditional legal services model was too expensive for startups and growth companies </li></ul><ul><li>Virtual model means lower overhead and lower rates </li></ul><ul><li>Former In House lawyers (e.g. Canadian Tire, RIM, Nortel, Sun Microsystems, etc.) who also practiced on Bay St (e.g. Gowlings, Stikemans, Oslers) </li></ul><ul><li>32 lawyers in Toronto & Ottawa </li></ul>© 2011 Cognition LLP
    4. 4. Marketing in a Web 2.0 World - Legal Issues to Watch Out For <ul><li>Email marketing and Anti-Spam Laws </li></ul><ul><li>User Generated Reviews </li></ul><ul><li>Marketing with Social Media </li></ul><ul><li>Trademark Protection in an Online World </li></ul>© 2011 Cognition LLP
    5. 5. Email Marketing & Anti-Spam Laws © 2011 Cognition LLP
    6. 6. Email Marketing & Anti-Spam Laws <ul><li>Marketing: “An email newsletter would be an ideal way to promote our products and connect with our customers. And its cheap.” </li></ul><ul><li>You: “Sounds good. How will we create a distribution list?” </li></ul><ul><li>Marketing: “Bah. There are a million places where we can collect email addresses. That’s why it’s so cost effective!” </li></ul>© 2011 Cognition LLP
    7. 7. Email Marketing & Anti-Spam Laws <ul><li>Bill C-28 – Canada’s Anti-Spam Legislation </li></ul><ul><li>Expected to come into force early 2012 </li></ul><ul><li>Things to pay attention to: </li></ul><ul><ul><li>Opt-in requirement – recipient of electronic message must have consented to receiving it </li></ul></ul><ul><ul><li>Message must have unsubscribe mechanism – max 2 clicks </li></ul></ul><ul><ul><li>Will apply to text messages, twitter messages, and other electronic messages </li></ul></ul><ul><ul><li>Each message is supposed to contain contact info, including physical address and phone # </li></ul></ul>© 2011 Cognition LLP
    8. 8. Email Marketing & Anti-Spam Laws <ul><li>Exceptions to Opt-In Requirement </li></ul><ul><li>Existing business relationship – active in the last few years </li></ul><ul><li>Met in Person </li></ul><ul><li>Relevant messages to published email addresses so long as there is no statement that they do not want to receive messages. </li></ul><ul><li>Potential Liability </li></ul><ul><li>Administrative monetary penalty </li></ul><ul><li>Private right of action to apply to court </li></ul><ul><li>Potential class action threat </li></ul>© 2011 Cognition LLP
    9. 9. Email Marketing & Anti-Spam Laws <ul><li>TO DO’s: </li></ul><ul><li>Potentially purge mailing lists of individuals who have not given consent or do not fall under an exception </li></ul><ul><li>Ensure that there is a consent mechanism in gathering email addresses </li></ul><ul><li>Ensure that there is an easy opt-out mechanism in managing your mailing lists. </li></ul><ul><li>Set out policies and training programs to ensure that employees and agencies comply </li></ul>© 2011 Cognition LLP
    10. 10. User Generated Reviews © 2011 Cognition LLP
    11. 11. User Generated Reviews <ul><li>User generated content and reviews are becoming a common Web 2.0 marketing tool. </li></ul><ul><li>Examples: </li></ul><ul><li>Ecommerce sites like Canadian Tire & Amazon.com that allow users to rate and comment on specific products </li></ul><ul><li>Review sites such as Yelp, Homestars.com and TripAdvisor </li></ul><ul><li>Services such as iTunes that encourage users to rate the apps on the site </li></ul><ul><li>Facebook pages where consumers can post comments about a company or its products and services </li></ul><ul><li>Blog posts and related social media that allow for user comments and replies </li></ul><ul><li>Can be in the form of text or video </li></ul>© 2011 Cognition LLP
    12. 12. User Generated Reviews <ul><li>“ Fake reviews prompt Belkin apology” </li></ul>© 2011 Cognition LLP “ Cornell software fingers fake online reviews” “ In a Race to Out-Rave, 5-Star Web Reviews Go for $5” “ TripAdvisor removes 'reviews you can trust' slogan from its website” “ Judge Dismisses Yelp Class Action, Bolsters Web Publisher Immunity”
    13. 13. User Generated Reviews <ul><li>Legal Issues: Copyright </li></ul><ul><li>What if a user uploads copyrighted material in posting the review? </li></ul><ul><li>The website operator may be liable as well as the user </li></ul><ul><ul><li>Some defences are available in Canada (fair dealing) and the US (fair use) – e.g. criticism, research, news reporting, parody </li></ul></ul><ul><ul><li>Immunity from liability also available if website is merely a conduit and is unaware of offending content and removes the content upon becoming aware of it. </li></ul></ul><ul><ul><li>In the US, there are specific notice and take down provisions </li></ul></ul>© 2011 Cognition LLP
    14. 14. User Generated Reviews <ul><li>Legal Issues: Defamation </li></ul><ul><li>What if a user uploads materials or comments that are defamatory to another individual? </li></ul><ul><li>For a defamation claim to succeed, there must be “publication”, which can occur over the Internet </li></ul><ul><li>As a website operator, you may be considered to be the “publisher” of the defamatory material </li></ul><ul><ul><li>A very recent Canadian case held that providing a hyperlink to defamatory material does not constitute publishing that material </li></ul></ul><ul><ul><li>Generally, in the US, a website operator is not liable for a third party’s defamatory postings. </li></ul></ul>© 2011 Cognition LLP
    15. 15. User Generated Reviews <ul><li>Legal Issues: False Reviews </li></ul><ul><li>What if a user posts fake reviews to pump a product or service? </li></ul><ul><li>What if a company pays a blogger or website to promote its products? </li></ul><ul><li>There are general competition laws that prohibit deceptive commercial practices and false or misleading representations </li></ul><ul><li>Advertising guidelines and codes of conduct provide that material connections between endorsers of a product and the manufacturer of the product should be disclosed. </li></ul><ul><li>Given the ubiquity of the Internet, your web marketing programs may be subject to guidelines of multiple jurisdictions </li></ul>© 2011 Cognition LLP
    16. 16. User Generated Reviews <ul><li>TO DO’s: </li></ul><ul><li>Ensure that your terms and conditions prohibit posting of copyright and/or defamatory materials </li></ul><ul><li>Put in a proper regime for dealing with copyright or defamation complaints and taking down offending content </li></ul><ul><li>Adhere to these terms and policies rigorously </li></ul><ul><li>Do not actively promote or create conditions that promote copyright infringement or posting of defamatory material </li></ul><ul><li>Do not post fake reviews!! </li></ul><ul><li>If you are posting reviews or using review sites to promote your products, ensure that any material connections, payments or free samples/services are disclosed </li></ul>© 2011 Cognition LLP
    17. 17. Social Media Marketing © 2011 Cognition LLP
    18. 18. Social Media Marketing <ul><li>Twitter / YouTube / Facebook / Blogs / Podcasts / LinkedIn / Yelp / etc. / etc. </li></ul><ul><li>Hundreds of spontaneous, individualistic, high volume messages about your brand are being distributed every day </li></ul>© 2011 Cognition LLP
    19. 19. Social Media Marketing <ul><li>How do you maintain trust and goodwill among your clients and customers? </li></ul><ul><li>Be wary of copyright infringement, potential defamation, violation of advertising guidelines </li></ul><ul><li>Watch for brand-squatting – others using your brand as a handle on Twitter or registering the subdomain on Facebook </li></ul><ul><li>Educate your marketing department & employees on what is acceptable when interacting on social media </li></ul>© 2011 Cognition LLP
    20. 20. Social Media Marketing <ul><li>TO DOs </li></ul><ul><li>Claim your brands on social media sites (@yourbrand, www.facebook.com/yourbrand ) </li></ul><ul><li>Institute a comprehensive social media policy </li></ul><ul><li>Have someone review and implement FTC endorsement guidelines </li></ul><ul><li>Review DMCA </li></ul><ul><li>Monitor Social Media Networks </li></ul>© 2011 Cognition LLP
    21. 21. Social Media Marketing <ul><li>Resources </li></ul><ul><li>FTC Endorsement Guidelines </li></ul><ul><li>http://www.ftc.gov/multimedia/video/business/endorsement-guides.shtm </li></ul><ul><li>Word of Mouth Marketing Association: </li></ul><ul><li>http://womma.org/about/ </li></ul><ul><li>Best practices for social media policies </li></ul><ul><li>http://bit.ly/99kHPC </li></ul>© 2011 Cognition LLP
    22. 22. Trademark Protection in an Online World <ul><li>Trademarks: words, logos or symbols that identify your products or services and distinguish them from those of others. </li></ul>© 2011 Cognition LLP
    23. 23. Trademark Protection in an Online World <ul><li>Where your trademarks be at risk: </li></ul><ul><li>Brand squatting (Twitter handles, vanity url’s) </li></ul><ul><li>Fan pages </li></ul><ul><li>Gripe pages </li></ul><ul><li>.xxx top level domains (e.g. www.yourbrand.xxx ) </li></ul><ul><li>Competitors using your trademarks for keyword advertising </li></ul>© 2011 Cognition LLP
    24. 24. Trademark Protection in an Online World <ul><li>TO DOs: </li></ul><ul><li>Register twitter handles & vanity URLs for your company name and product/brand names </li></ul><ul><li>Register all top-level domains </li></ul><ul><li>Familiarize yourself with .xxx domain process </li></ul><ul><li>Monitor social media sites (e.g. Google alerts) </li></ul><ul><li>Monitor keyword advertising (Google, LinkedIn) </li></ul>© 2011 Cognition LLP
    25. 25. Trademark Protection in an Online World <ul><li>TO DOs: </li></ul><ul><li>If there are offenders: </li></ul><ul><ul><li>Negotiate with any known offenders (perhaps engage them) </li></ul></ul><ul><ul><li>Follow social media site’s infringement policies </li></ul></ul><ul><ul><li>Send cease and desist letter </li></ul></ul>© 2011 Cognition LLP
    26. 26. Thank you. www.cognitionllp.com Rubsun Ho [email_address] 416-348-0313, ext. 102 rubsunho @rubsun
    27. 27. Copyright <ul><li>Copyright is a form of protection allowing the owner of the rights in a work to prevent others from copying, displaying or performing the work. </li></ul><ul><li>The work must be original. </li></ul><ul><li>Absent a contractual arrangement, the author owns the copyright (an employer is deemed the author of any work created by an employee) </li></ul><ul><li>Registration is not necessary, but can be helpful. </li></ul><ul><li>Use of copyright notice not necessary but helpful: </li></ul><ul><li>(C) [Year of first publication] [Owner] </li></ul>© 2011 Cognition LLP
    28. 28. Copyright <ul><li>Copyright doesn’t protect the idea, but the expression of the idea. </li></ul><ul><li>Open source software is still subject to copyright and must be licensed </li></ul><ul><li>Any music and images used for promotional purposes is likely subject to copyright and must be licensed. </li></ul><ul><li>Century 21 Canada Limited Partnership v. Rogers Communications Inc . – Zoocasa found liable for scraping content from Century 21 website and reproducing it </li></ul>© 2011 Cognition LLP

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