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David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
David Adler - Facebook Marketing: Legal & Regulatory Compliance
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David Adler - Facebook Marketing: Legal & Regulatory Compliance

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  • 1. Facebook MArketing<br />Legal & Regulatory Compliance<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 2. Speaker Bio<br />David M. Adler, Esq. is an attorney, author, educator, entrepreneur and partner of a boutique intellectual property law firm based in Chicago, Illinois. With over fourteen years of legal experience, Mr. Adler’s practice is focused on providing businesses with a competitive advantage by enabling them to leverage their intangible assets and creative content in a way that drives innovation and increases the overall value of the business.<br />Mr. Adler has an extensive private-practice and in-house background counseling and international cadre of clients on corporate and intellectual property law, including corporation, LLC and Limited Partnership creation and finance, contract interpretation, drafting, negotiation and enforcement as well as copyright and trademark registration and enforcement. Mr. Adler also specializes in advising artistic talent and creative professionals in the arts, entertainment, media and sports industries. <br />He received his law degree from the DePaul University College of Law in 1997 where he wrote for the DePaul Arts & Entertainment Law Journal. He received a Bachelor of the Arts in English and a Bachelor of the Arts in History from Indiana University in Bloomington, Indiana. <br />Outside the practice of law, Mr. Adler teaches Music Law at the DePaul College of Law in Chicago, is the immediate past chair of the Arts & Entertainment Law Committee of the Chicago Bar Association and frequently contributes as a “guest expert” columnist for numerous online publications in the areas of ecommerce, intellectual property and small business and periodically speak to industry and trade groups and associations on these topics.<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 3. Introduction<br />Facebook represents a paradigm shift in the way that marketing professionals identify, engage and convert customers.<br />Interactive platform <br />Customers actively engaged in seeking out brands<br />Individually or through trusted networks <br />Platform allows marketers to continue the conversation even when the customer has nominally disengaged (through trusted networks).<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 4. Intro Cont’d<br />Face book gives marketers tremendous power <br />Communicate<br />Engage<br />Support<br />Great Power = Great Risks. <br />Marketing that is thoughtful, respectful and legally compliant is extremely effective.<br />Coca Cola<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 5. Intro Cont’d<br />However, marketing efforts that fail to understand and account for the requirements to maintain legal compliance can be a disaster.  <br />Vodaphone<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 6. Intro Cont’d<br />However, marketing efforts that fail to understand and account for the requirements to maintain legal compliance can be a disaster.  <br />Vodaphone<br />DhavalValia - switched to Vodafone India for 3G<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 7. Intro Cont’d<br />However, marketing efforts that fail to understand and account for the requirements to maintain legal compliance can be a disaster.  <br />Vodaphone<br />DhavalValia - switched to Vodafone India for 3G<br />But: No 3G coverage; Got Vodafone India to admit that it was misleading customers<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 8. Intro Cont’d<br />However, marketing efforts that fail to understand and account for the requirements to maintain legal compliance can be a disaster.  <br />Vodaphone<br />DhavalValia - switched to Vodafone India for 3G<br />But: No 3G coverage; Got Vodafone India to admit that it was misleading customers<br />Shared the incident with its community on Facebook<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 9. Intro Cont’d<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 10. Intro Cont’d<br />However, marketing efforts that fail to understand and account for the requirements to maintain legal compliance can be a disaster.  <br />Vodaphone<br />DhavalValia - switched to Vodafone India for 3G<br />Got Vodafone India to admit that it was misleading customers<br />Shared the incident with its community on Facebook<br />Got sued for Defamation<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 11. Intro Cont’d<br />However, marketing efforts that fail to understand and account for the requirements to maintain legal compliance can be a disaster.  <br />Vodaphone<br />DhavalValia - switched to Vodafone India for 3G<br />Got Vodafone India to admit that it was misleading customers<br />Shared the incident with its community on Facebook<br />Got sued for Defamation<br />Counter-sued for hacking, trapping and monitoring<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 12. Intro Cont’d<br />However, marketing efforts that fail to understand and account for the requirements to maintain legal compliance can be a disaster.  <br />Vodaphone<br />DhavalValia - switched to Vodafone India for 3G<br />Got Vodafone India to admit that it was misleading customers<br />Shared the incident with its community on Facebook<br />Got sued for Defamation<br />Counter-sued for hacking, trapping and monitoring<br />Vodaphone got so much negative publicity it had to drop the suit<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 13. The Three C’s of Facebook<br />In the beginning: poke, like and comment. <br />But what happens when you can purchase? <br />Facebook is the platform to identify, locate, contact and transact business with consumers <br />physical and virtual goods and services <br />physical and virtual currency.<br />Facebook marketing risks: "The Three Cs” <br />Content<br />Connecting<br />Commerce<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 14. Content<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 15. Legal Risk: Copyright<br />Copyright protects “original works of creative authorship fixed in a tangible medium of expression”<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 16. Legal Risk: Copyright<br />Copyright protects “original works of creative authorship fixed in a tangible medium of expression”<br />Legal Risk<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 17. Legal Risk: Copyright<br />Copyright protects “original works of creative authorship fixed in a tangible medium of expression”<br />Legal Risk<br />CONTENT whether (a) created by you, (b) by someone else at your request, or (c) by an independent third party IS PROTECTED BY COPYRIGHT<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 18. Legal Risk: Copyright<br />Copyright protects “original works of creative authorship fixed in a tangible medium of expression”<br />Legal Risk<br />CONTENT whether (a) created by you, (b) by someone else at your request, or (c) by an independent third party IS PROTECTED BY COPYRIGHT<br />Using / Repurposing Comments<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 19. Legal Risk: Copyright<br />Copyright protects “original works of creative authorship fixed in a tangible medium of expression”<br />Legal Risk<br />CONTENT whether (a) created by you, (b) by someone else at your request, or (c) by an independent third party IS PROTECTED BY COPYRIGHT<br />Using / Repurposing Comments<br />Embedding Videos/Audio<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 20. Legal Risk: Copyright<br />Copyright protects “original works of creative authorship fixed in a tangible medium of expression”<br />Legal Risk<br />CONTENT whether (a) created by you, (b) by someone else at your request, or (c) by an independent third party IS PROTECTED BY COPYRIGHT<br />Using / Repurposing Comments<br />Embedding Videos/Audio<br />Compliance Tips<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 21. Legal Risk: Copyright<br />Copyright protects “original works of creative authorship fixed in a tangible medium of expression”<br />Legal Risk<br />CONTENT whether (a) created by you, (b) by someone else at your request, or (c) by an independent third party IS PROTECTED BY COPYRIGHT<br />Using / Repurposing Comments<br />Embedding Videos/Audio<br />Compliance Tips<br />Get Permission<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 22. Legal Risk: Copyright<br />Copyright protects “original works of creative authorship fixed in a tangible medium of expression”<br />Legal Risk<br />CONTENT whether (a) created by you, (b) by someone else at your request, or (c) by an independent third party IS PROTECTED BY COPYRIGHT<br />Using / Repurposing Comments<br />Embedding Videos/Audio<br />Compliance Tips<br />Get Permission<br />For Comments / UGC, if you cant get permission:<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 23. Legal Risk: Copyright<br />Copyright protects “original works of creative authorship fixed in a tangible medium of expression”<br />Legal Risk<br />CONTENT whether (a) created by you, (b) by someone else at your request, or (c) by an independent third party IS PROTECTED BY COPYRIGHT<br />Using / Repurposing Comments<br />Embedding Videos/Audio<br />Compliance Tips<br />Get Permission<br />For Comments / UGC, if you cant get permission:<br />Provide Notice + Opt Out<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 24. Legal Risk: Copyright<br />Copyright protects “original works of creative authorship fixed in a tangible medium of expression<br />Legal Risk<br />CONTENT whether (a) created by you, (b) by someone else at your request, or (c) by an independent third party IS PROTECTED BY COPYRIGHT<br />Using / Repurposing Comments<br />Embedding Videos/Audio<br />Compliance Tips<br />Get Permission<br />For Comments / UGC, if you cant get permission:<br />Provide Notice + Opt Out<br />Register the Copyright<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 25. Legal Risk: Copyright<br />Copyright protects “original works of creative authorship fixed in a tangible medium of expression”<br />Legal Risk<br />CONTENT whether (a) created by you, (b) by someone else at your request, or (c) by an independent third party IS PROTECTED BY COPYRIGHT<br />Using / Repurposing Comments<br />Embedding Videos/Audio<br />Compliance Tips<br />Get Permission<br />For Comments / UGC, if you cant get permission:<br />Provide Notice + Opt Out<br />Register the Copyright<br />Get a Legal Review<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 26. Legal Risk: Copyright<br />Unauthorized Use of Content?<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 27. Legal Risk: Copyright<br />Unauthorized Use of Content?<br />DMCA<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 28. Legal Risk: Copyright<br />Unauthorized Use of Content?<br />DMCA<br />Protects ISPs/Web Hosts<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 29. Legal Risk: Copyright<br />Unauthorized Use of Content?<br />DMCA<br />Protects ISPs/Web Hosts<br />Provides Mechanism to enforce copyrights<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 30. Legal Risk: Copyright<br />Unauthorized Use of Content?<br />DMCA<br />Protects ISPs/Web Hosts<br />Provides Mechanism to enforce copyrights<br />Check Terms of Use or other legal docs for identity of the Copyright/DMCA Agent<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 31. Legal Risk: Copyright<br />Unauthorized Use of Content?<br />DMCA<br />Protects ISPs/Web Hosts<br />Provides Mechanism to enforce copyrights<br />Check Terms of Use or other legal docs for identity of the Copyright/DMCA Agent<br />My Content?<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 32. Legal Risk: Copyright<br />Unauthorized Use of Content?<br />DMCA<br />Protects ISPs/Web Hosts<br />Provides Mechanism to enforce copyrights<br />Check Terms of Use or other legal docs for identity of the Copyright/DMCA Agent<br />My Content?<br />Send DMCA Take Down Notice<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 33. Legal Risk: Copyright<br />Unauthorized Use of Content?<br />DMCA<br />Protects ISPs/Web Hosts<br />Provides Mechanism to enforce copyrights<br />Check Terms of Use or other legal docs for identity of the Copyright/DMCA Agent<br />My Content?<br />Send DMCA Take Down Notice<br />An effective DMCA Notice must contain the following information: <br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 34. Legal Risk: Copyright<br />Unauthorized Use of Content?<br />DMCA<br />Protects ISPs/Web Hosts<br />Provides Mechanism to enforce copyrights<br />Check Terms of Use or other legal docs for identity of the Copyright/DMCA Agent<br />My Content?<br />Send DMCA Take Down Notice<br />An effective DMCA Notice must contain the following information:<br />Identity of the correspondent, either: (i) the owner or (ii) authorized person<br />Your contact information<br />Identify the copyrighted work that you claim is being infringed<br />Identify the material to be disabled <br />Provide the specific location<br />User the “Magic Words” - you have “a good faith belief that use of the material in the manner complained of is not authorized by the copyright owner, its agents, or the law.” <br />State that information is accurate, and sign your name, under penalty of perjury. <br />Send your DMCA Notice to the “designated agent.”<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 35. Legal Risk: Copyright<br />My ISP/Web Host received a Take Down Notice. Now What ?<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 36. Legal Risk: Copyright<br />My ISP/Web Host received a Take Down Notice. Now What ?<br />Send a Counter-Notice<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 37. Legal Risk: Copyright<br />My ISP/Web Host received a Take Down Notice. Now What ?<br />Send a Counter-Notice<br />A Counter-Notice Must contain:<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 38. Legal Risk: Copyright<br />My ISP/Web Host received a Take Down Notice. Now What ?<br />Send a Counter-Notice<br />A Counter-Notice Must contain:<br />Identity of Material that has been disabled<br />Identity of the Party that owns the account where the material can be found<br />Consent to the jurisdiction specified by the applicable service provider and consent to service of process<br />Magic Words: “I, the undersigned, swear, under penalty of perjury, that I have a good faith belief that the material was removed or disabled as a result of a mistake or misidentification of the material to be removed or disabled.”<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 39. Legal Risk: Trademark<br />What is a Trademark / Servicemark?<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 40. Legal Risk: Trademark<br />What is a Trademark / Servicemark?<br /><ul><li>Any word, name, symbol or device that signifies the source of goods or services</li></ul>© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 41. Legal Risk: Trademark<br /><ul><li>What is a Trademark / Servicemark?
  • 42. Any word, name, symbol or device that signifies the source of goods or services</li></ul>How are Trademarks Used?<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 43. Legal Risk: Trademark<br /><ul><li>What is a Trademark / Servicemark?
  • 44. Any word, name, symbol or device that signifies the source of goods or services</li></ul>How are Trademarks Used?<br />Brand Names<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 45. Legal Risk: Trademark<br /><ul><li>What is a Trademark / Servicemark?
  • 46. Any word, name, symbol or device that signifies the source of goods or services</li></ul>How are Trademarks Used?<br />Brand Names<br />Vanity URLs<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 47. Legal Risk: Trademark<br /><ul><li>What is a Trademark / Servicemark?
  • 48. Any word, name, symbol or device that signifies the source of goods or services</li></ul>How are Trademarks Used?<br />Brand Names<br />Vanity URLs<br />Groups/Fan Pages<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 49. Legal Risk: Trademark<br /><ul><li>What is a Trademark / Servicemark?
  • 50. Any word, name, symbol or device that signifies the source of goods or services</li></ul>How are Trademarks Used?<br />Brand Names<br />Vanity URLs<br />Groups/Fan Pages<br />Comparative Advertising<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 51. Legal Risk: Trademark<br /><ul><li>What is a Trademark / Servicemark?
  • 52. Any word, name, symbol or device that signifies the source of goods or services</li></ul>How are Trademarks Used?<br />Brand Names<br />Vanity URLs<br />Groups/Fan Pages<br />Comparative Advertising<br />Legal Risks<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 53. Legal Risk: Trademark<br /><ul><li>What is a Trademark / Servicemark?
  • 54. Any word, name, symbol or device that signifies the source of goods or services</li></ul>How are Trademarks Used?<br />Brand Names<br />Vanity URLs<br />Groups/Fan Pages<br />Comparative Advertising<br />Legal Risks<br />Infringement: Confusion, Mistake or Deception<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 55. Legal Risk: Trademark<br /><ul><li>What is a Trademark / Servicemark?
  • 56. Any word, name, symbol or device that signifies the source of goods or services</li></ul>How are Trademarks Used?<br />Brand Names<br />Vanity URLs<br />Groups/Fan Pages<br />Comparative Advertising<br />Legal Risks<br />Infringement: Confusion, Mistake or Deception<br />Dilution / Tarnishment<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 57. Legal Risk: Trademark<br /><ul><li>What is a Trademark / Servicemark?
  • 58. Any word, name, symbol or device that signifies the source of goods or services</li></ul>How are Trademarks Used?<br />Brand Names<br />Vanity URLs<br />Groups/Fan Pages<br />Comparative Advertising<br />Legal Risks<br />Infringement: Confusion, Mistake or Deception<br />Dilution / Tarnishment<br />Compliance Tips<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 59. Legal Risk: Trademark<br /><ul><li>What is a Trademark / Servicemark?
  • 60. Any word, name, symbol or device that signifies the source of goods or services</li></ul>How are Trademarks Used?<br />Brand Names<br />Vanity URLs<br />Groups/Fan Pages<br />Comparative Advertising<br />Legal Risks<br />Infringement: Confusion, Mistake or Deception<br />Dilution / Tarnishment<br />Compliance Tips<br />Knock-out Search<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 61. Legal Risk: Trademark<br /><ul><li>What is a Trademark / Servicemark?
  • 62. Any word, name, symbol or device that signifies the source of goods or services</li></ul>How are Trademarks Used?<br />Brand Names<br />Vanity URLs<br />Groups/Fan Pages<br />Comparative Advertising<br />Legal Risks<br />Infringement: Confusion, Mistake or Deception<br />Dilution / Tarnishment<br />Compliance Tips<br />Knock-out Search<br />Trademark Monitoring<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 63. Legal Risk: Trademark<br /><ul><li>What is a Trademark / Servicemark?
  • 64. Any word, name, symbol or device that signifies the source of goods or services</li></ul>How are Trademarks Used?<br />Brand Names<br />Vanity URLs<br />Groups/Fan Pages<br />Comparative Advertising<br />Legal Risks<br />Infringement: Confusion, Mistake or Deception<br />Dilution / Tarnishment<br />Compliance Tips<br />Knock-out Search<br />Trademark Monitoring<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 65. Legal Risk: Reputationand Fan Pages <br /><ul><li>IP Rights (again)</li></ul>© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 66. Legal Risk: Reputationand Fan Pages <br /><ul><li>IP Rights (again)
  • 67. Reputation Management</li></ul>© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 68. Legal Risk: Reputationand Fan Pages <br /><ul><li>IP Rights (again)
  • 69. Reputation Management
  • 70. Pay attention, respond, be honest, follow-up</li></ul>© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 71. Legal Risk: Reputationand Fan Pages <br /><ul><li>IP Rights (again)
  • 72. Reputation Management
  • 73. Pay attention, respond, be honest, follow-up
  • 74. Publish an “Official Response”</li></ul>© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 75. Legal Risk: Reputationand Fan Pages <br /><ul><li>IP Rights (again)
  • 76. Reputation Management
  • 77. Pay attention, respond, be honest, follow-up
  • 78. Publish an “Official Response”
  • 79. Use feedback to build strengths and strengthen weaknesses </li></ul>© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 80. Legal Risk: Reputationand Fan Pages <br /><ul><li>IP Rights (again)
  • 81. Reputation Management
  • 82. Pay attention, respond, be honest, follow-up
  • 83. Publish an “Official Response”
  • 84. Use feedback to build strengths and strengthen weaknesses
  • 85. Fan Pages</li></ul>© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 86. Legal Risk: Reputationand Fan Pages <br /><ul><li>IP Rights (again)
  • 87. Reputation Management
  • 88. Pay attention, respond, be honest, follow-up
  • 89. Publish an “Official Response”
  • 90. Use feedback to build strengths and strengthen weaknesses
  • 91. Fan Pages
  • 92. Brand Risks</li></ul>© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 93. Legal Risk: Reputationand Fan Pages <br /><ul><li>IP Rights (again)
  • 94. Reputation Management
  • 95. Pay attention, respond, be honest, follow-up
  • 96. Publish an “Official Response”
  • 97. Use feedback to build strengths and strengthen weaknesses
  • 98. Fan Pages
  • 99. Brand Risks
  • 100. Dilution / Tarnishment</li></ul>© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 101. Legal Risk: Reputationand Fan Pages <br /><ul><li>IP Rights (again)
  • 102. Reputation Management
  • 103. Pay attention, respond, be honest, follow-up
  • 104. Publish an “Official Response”
  • 105. Use feedback to build strengths and strengthen weaknesses
  • 106. Fan Pages
  • 107. Brand Risks
  • 108. Dilution / Tarnishment
  • 109. Abandonment</li></ul>© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 110. Legal Risk: Reputationand Fan Pages <br /><ul><li>IP Rights (again)
  • 111. Reputation Management
  • 112. Pay attention, respond, be honest, follow-up
  • 113. Publish an “Official Response”
  • 114. Use feedback to build strengths and strengthen weaknesses
  • 115. Fan Pages
  • 116. Brand Risks
  • 117. Dilution / Tarnishment
  • 118. Abandonment
  • 119. Branded v. Unbranded Pages</li></ul>© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 120. Legal Risk: Reputationand Fan Pages <br /><ul><li>IP Rights (again)
  • 121. Reputation Management
  • 122. Pay attention, respond, be honest, follow-up
  • 123. Publish an “Official Response”
  • 124. Use feedback to build strengths and strengthen weaknesses
  • 125. Fan Pages
  • 126. Brand Risks
  • 127. Dilution / Tarnishment
  • 128. Abandonment
  • 129. Branded v. Unbranded Pages
  • 130. Unbranded Pages: Administrators of healthcare industry Pages not allowed to disable commenting on Wall posts that are shared with fans.</li></ul>© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 131. Legal Risk: Reputationand Fan Pages <br /><ul><li>IP Rights (again)
  • 132. Reputation Management
  • 133. Pay attention, respond, be honest, follow-up
  • 134. Publish an “Official Response”
  • 135. Use feedback to build strengths and strengthen weaknesses
  • 136. Fan Pages
  • 137. Brand Risks
  • 138. Dilution / Tarnishment
  • 139. Abandonment
  • 140. Branded v. Unbranded Pages
  • 141. Unbranded Pages: Administrators of healthcare industry Pages not allowed to disable commenting on Wall posts that are shared with fans.
  • 142. Branded Pages: Pages solely dedicated to a prescription medication may have this commenting functionality removed to ensure adherence to current FDA regulations AS LONG AS no solely community based</li></ul>© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 143. Legal Risk: Connecting<br />Promotions and Incentives are great for enhancing good will, generating brand awareness and improving sales. <br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 144. Legal Risk: Connecting<br />Promotions and Incentives are great for enhancing good will, generating brand awareness and improving sales.<br />Promotions have grown more sophisticated and methods more pervasive (social media anyone?) <br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 145. Legal Risk: Connecting<br />Promotions and Incentives are great for enhancing good will, generating brand awareness and improving sales.<br />Promotions have grown more sophisticated and methods more pervasive (social media anyone?) <br />Legal Risks:<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 146. Legal Risk: Connecting<br />Promotions and Incentives are great for enhancing good will, generating brand awareness and improving sales.<br />Promotions have grown more sophisticated and methods more pervasive (social media anyone?) <br />Legal Risks:<br />Sweepstakes, gift cards and awards are governed by a collection of inconsistent laws. <br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 147. Legal Risk: Connecting<br />Promotions and Incentives are great for enhancing good will, generating brand awareness and improving sales.<br />Promotions have grown more sophisticated and methods more pervasive (social media anyone?) <br />Legal Risks:<br />Sweepstakes, gift cards and awards are governed by a collection of inconsistent laws.<br />Federal CARD Act governs fees and expirations for stored-value cards, gist crepitates, etc.<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 148. Legal Risk: Connecting<br />Promotions and Incentives are great for enhancing good will, generating brand awareness and improving sales.<br />Promotions have grown more sophisticated and methods more pervasive (social media anyone?) <br />Legal Risks:<br />Sweepstakes, gift cards and awards are governed by a collection of inconsistent laws.<br />Federal CARD Act governs fees and expirations for stored-value cards, gist crepitates, etc.<br />Compliance Tip<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 149. Legal Risk: Connecting<br />Promotions and Incentives are great for enhancing good will, generating brand awareness and improving sales.<br />Promotions have grown more sophisticated and methods more pervasive (social media anyone?) <br />Legal Risks:<br />Sweepstakes, gift cards and awards are governed by a collection of inconsistent laws.<br />Federal CARD Act governs fees and expirations for stored-value cards, gist crepitates, etc.<br />Compliance Tip<br />Sweepstakes: Get an experienced lawyer to help you review the prize, eligibility and state law compliance <br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 150. Legal Risk: Connecting<br />Promotions and Incentives are great for enhancing good will, generating brand awareness and improving sales.<br />Promotions have grown more sophisticated and methods more pervasive (social media anyone?) <br />Legal Risks:<br />Sweepstakes, gift cards and awards are governed by a collection of inconsistent laws.<br />Federal CARD Act governs fees and expirations for stored-value cards, gist crepitates, etc.<br />Compliance Tip<br />Sweepstakes: Get an experienced lawyer to help you review the prize, eligibility and sate law compliance<br />Gift Cards/Certificates: Get an experienced lawyer to help you review state law compliance <br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 151. Legal Risk: Commerce<br />Axiomatic that advances in technology proceed faster than the law.<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 152. Legal Risk: Commerce<br />Axiomatic that advances in technology proceed faster than the law.<br />In addition to various federal statutes, Federal Trade Commission has implemented a number of initiatives to “protect consumers.”<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 153. Legal Risk: Commerce<br />Axiomatic that advances in technology proceed faster than the law.<br />In addition to various federal statutes, Federal Trade Commission has implemented a number of initiatives to “protect consumers.”<br />Important Statues<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 154. Legal Risk: Commerce<br />Axiomatic that advances in technology proceed faster than the law.<br />In addition to various federal statutes, Federal Trade Commission has implemented a number of initiatives to “protect consumers.”<br />Important Statues<br />Federal CAN SPAM Act: sets the rules for commercial email (not just SPAM), establishes requirements for messages, gives recipients the right to have you stop emailing them<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 155. Legal Risk: Commerce<br />Axiomatic that advances in technology proceed faster than the law.<br />In addition to various federal statutes, Federal Trade Commission has implemented a number of initiatives to “protect consumers.”<br />Important Statues<br />Federal CAN SPAM Act: sets the rules for commercial email (not just SPAM), establishes requirements for messages, gives recipients the right to have you stop emailing them<br />FTC “Dot Com” Disclosures: Guidelines involve disclosing information about relationships with advertisers or endorsers that would have a material impact about how a prospective consumer would view the message. <br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 156. Legal Risk: Commerce<br />Axiomatic that advances in technology proceed faster than the law.<br />In addition to various federal statutes, Federal Trade Commission has implemented a number of initiatives to “protect consumers.”<br />Important Statues<br />Federal CAN SPAM Act: sets the rules for commercial email (not just SPAM), establishes requirements for messages, gives recipients the right to have you stop emailing them<br />FTC “Dot Com” Disclosures: Guidelines involve disclosing information about relationships with advertisers or endorsers that would have a material impact about how a prospective consumer would view the message. <br />COPPA: governs collection of personally identifying information of children aged 13 years or younger; requires parental consent<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 157. Legal Risk: Commerce<br />Axiomatic that advances in technology proceed faster than the law.<br />In addition to various federal statutes, Federal Trade Commission has implemented a number of initiatives to “protect consumers.”<br />Important Statues<br />Federal CAN SPAM Act: sets the rules for commercial email (not just SPAM), establishes requirements for messages, gives recipients the right to have you stop emailing them<br />FTC “Dot Com” Disclosures: Guidelines involve disclosing information about relationships with advertisers or endorsers that would have a material impact about how a prospective consumer would view the message. <br />COPPA: governs collection of personally identifying information of children aged 13 years or younger; requires parental consent<br />FTC Privacy Report: December 1, 2010 FTC proposed a new framework for protecting consumer privacy, along with more specific and aggressive guidelines for those in the business of sharing consumer information with third parties. <br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 158. Summary<br />Due Diligence<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 159. Summary<br />Due Diligence<br />Is your firm aware of the legal and regulatory issues that impact social media?<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 160. Summary<br />Due Diligence<br />Is your firm aware of the legal and regulatory issues that impact social media?<br />Does your firm take a “best practices” approach to engaging customers, employees and business partners?<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 161. Summary<br />Due Diligence<br />Is your firm aware of the legal and regulatory issues that impact social media?<br />Does your firm take a “best practices” approach to engaging customers, employees and business partners?<br />Does your firm have a Social Media Policy that address the firm’s philosophy and Behavioral, Channel, Contextual and Content Expectations?<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 162. Summary<br />Due Diligence<br />Is your firm aware of the legal and regulatory issues that impact social media?<br />Does your firm take a “best practices” approach to engaging customers, employees and business partners?<br />Does your firm have a Social Media Policy that address the firm’s philosophy and Behavioral, Channel, Contextual and Content Expectations?<br />Does your firm monitor social media channels for negative messaging or IP rights violations?<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 163. Summary<br />Due Diligence<br />Is your firm aware of the legal and regulatory issues that impact social media?<br />Does your firm take a “best practices” approach to engaging customers, employees and business partners?<br />Does your firm have a Social Media Policy that address the firm’s philosophy and Behavioral, Channel, Contextual and Content Expectations?<br />Does your firm monitor social media channels for negative messaging or IP rights violations?<br />Does your firm have an action plan for addressing these risks?<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 164. Summary<br />Action Items<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 165. Summary<br />Action Items<br />Review Contracts to ensure issues addressed<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 166. Summary<br />Action Items<br />Review Contracts to ensure issues addressed<br />Draft a Code of Ethics/Code of Conduct<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 167. Summary<br />Action Items<br />Review Contracts to ensure issues addressed<br />Draft a Code of Ethics/Code of Conduct<br />Draft a Social Media Policy!<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />
  • 168. Summary<br />Action Items<br />Review Contracts to ensure issues addressed<br />Draft a Code of Ethics/Code of Conduct<br />Draft a Social Media Policy!<br />Continue to Monitor Social Channels and Brands<br />© 2011 David M. Adler, Esq.<br />Leavens, Strand, Glover & Adler<br />

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