DMA's Do the Right Thing Best Practices Digital Guidepost

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DMA's Do the Right Thing Best Practices Digital Guidepost

  1. 1.
  2. 2. DMA’s Do the Right Thing<br />Best Practices/Digital Guideposts<br />
  3. 3. Today’s Presenters<br />Senny Boone, SVP Corporate & Social Responsibility<br />Jerry Cerasale, SVP Government Affairs<br />
  4. 4. DMA & Self-Regulation<br />Commitment to Consumer Choice<br />Consumers & Privacy <br />DMA’s Complaint process<br />www.dmachoice.org – DMA track record!<br />
  5. 5. DMA & Self-Regulation<br />DMA Ethical Guidelines<br />DMA’s Ethics Committees<br />
  6. 6. DMA & Self-Regulation<br />DMA Board<br />Referrals & publicity<br />
  7. 7. Digital Compliance<br />Legislative & Regulatory Landscape<br />More Challenges than Ever!<br />Pending Privacy bills<br />Federal Trade Commission:<br />“Self-regulate or we will”<br />
  8. 8. Digital Compliance<br />Top Concerns we will be covering:<br />-Online advertising (generally)<br />-Online Behavioral Advertising<br />-Email marketing<br />-Mobile marketing<br />-Social media marketing<br />
  9. 9. Online Marketing (generally)<br />Consumer Concerns<br />DMA Guidelines<br />Notice & Choice<br />Privacy Policy –prominent, clear, functioning<br />
  10. 10. Online Marketing (generally)<br />Restore Online Shoppers Confidence Act 2010 <br />Advance Consent & Negative Option<br />
  11. 11. Online Marketing (generally)<br />Need consumer’s advance express consent. Pre-checked box insufficient.<br />Disclose all material terms & conditions before obtaining consumer’s billing information.<br />
  12. 12. Online Marketing (generally)<br />Cancellation – be clear.<br />For Internet Sales:<br />Do not disclose billing information to third parties (post-transaction sellers)<br />No Data-Pass<br />
  13. 13. Online Marketing (generally)<br />A third party must clearly disclose description of goods & services & all material terms of offer.<br />Consumer must provide express consent.<br />-complete account info<br />-consumer name, address<br />-clear confirmation for the charge<br />
  14. 14. Online Behavioral Advertising<br />Specific definition<br />Collection & use of info for OBA purposes.<br />OBA: collection of info from a device regarding Web viewing behavior over time across non-affiliate websites to predict user preferences to deliver ads to that device based on preferences inferred from such Web-viewing behavior.<br />
  15. 15. Online Behavioral Advertising<br />Not: Contextual (current visits), ad delivery, ad reporting (data)<br />
  16. 16. Online Behavioral Advertising<br />Privacy Policy should include information about OBA & opting out (cookies)<br />ALSO need enhanced notice (link)<br />
  17. 17. Online Behavioral Advertising<br />Blue Icon/ad choices<br />
  18. 18. Online Behavioral Advertising<br />See www.aboutads.info<br />Read the 7 Principles & DMA Guidelines<br />Register and use the icon via DAA!<br />
  19. 19. Online Behavioral Advertising<br />DMA is an “enforcement mechanism”<br />
  20. 20. Email & SPAM<br />Applicable law: “CAN-SPAM”<br />Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003<br />FTC<br />FCC<br />
  21. 21. Email & SPAM<br />Covers commercial messages:<br />Any electronic email message, the primary purpose of which is the commercial advertisement or promotion of a commercial product or service.<br />Each separate violation costs $16,000<br />
  22. 22. Email & SPAM<br />Legitimate marketers are also victims<br />Compliance requirements:<br />No false, misleading header info<br />No deceptive subject line<br />Identify the message as an ad<br />Tell recipient where you are located <br />Physical address<br />
  23. 23. Email & CAN-SPAM<br />5. Tell recipient how to opt-out of receiving future emails.<br />6. Honor the opt-out request “promptly”<br />10 business days.<br />7. Monitor your third parties-both marketer and the sender of the message can be held liable<br />
  24. 24. Email & CAN-SPAM<br />Exceptions:<br />-charitable solicitations/though states can regulate<br />-transactions<br />-relationship content<br />If mixed content, err on side of caution &comply<br />
  25. 25. Email & CAN-SPAM<br />What if more than one marketer?<br />Multiple marketers can designate one as designated sender who is responsible-or all will be held accountable.<br />
  26. 26. Email & CAN-SPAM<br />Forward to a Friend:<br />Any commercial benefit to the forwarder? (money, coupons, discounts…) Seller has compliance obligations.<br />
  27. 27. Email & CAN-SPAM<br />Opt-out: provide link to request no further solicitations, no name rental, exchange, sale <br />DMA Guidelines & E-MPS use on prospect lists.<br />
  28. 28. Email & CAN-SPAM<br />Federal Communications Commission adds an opt-in twist:<br />FCC adopted rules prohibiting sending unwanted commercial messages to wireless devices without PRIOR permission. <br />
  29. 29. Mobile Marketing<br />Mobile devices – hundreds of kinds!<br />Convergence of rules: Telephone Consumer Protection Act, Telephone Sales Rule, CAN-SPAM, COPPA…<br />
  30. 30. Mobile Marketing<br />TCPA-no auto dialers, artificial, pre-recorded to wireless (regardless of EBR)<br />FCC rules apply to:<br />-calls to consumers, businesses<br />-nonprofit<br />-calls for any purposes<br />
  31. 31. Mobile Marketing<br />Need Prior Express<br />Clear, conspicuous<br />Prior to sending message<br />Opt-out ability<br />
  32. 32. Mobile Marketing <br />No hidden, hard to find text<br />Affirmative consent (no pre-checked box)<br />No subterfuge (sweepstakes entry form)<br />
  33. 33. Mobile Marketing<br />DMA Guidelines: www.dmaresponsibility.org/Guidelines/<br />DMA Alert – Rules for Contacting Wireless by Phone, Text & Email<br />www.dmaresponsibility.org/WirelessAlert/<br />Compliance flowchart<br />www.dmaresponsibility.org/WirelessChart<br />
  34. 34. Mobile Marketing<br />Communications Distinctions:<br />Voicemail=telemarketing to wireless<br />Prerecorded, auto, artificial to wireless<br />=TCPA<br />Email to wireless, mobile enabled websites, indirect mobile =Online rules (CAN-SPAM)<br />
  35. 35. Mobile Marketing<br />Do not rent third party lists for mobile marketing.<br />Include easy mechanism to opt-out<br />Opt-out within 10 days, no added messages that incur fees.<br />
  36. 36. Mobile Marketing<br />Location-based information can be sensitive<br />Mobile privacy is on the regulatory agenda<br />
  37. 37. Social Media Marketing<br />Commercial solicitations –expanded to include emails and an individual’s direct contact point.<br />Member guidelines cover social media interactions with users often greater than other channels.<br />
  38. 38. Social Media Marketing<br />Marketers are collecting and aggregating such consumer data<br />Fair information practices should apply: notice, choice, opt-out, transparency<br />
  39. 39. Social Media Marketing<br />Testimonials<br />Endorsements<br />FTC rules & DMA Guidelines<br />
  40. 40. Social Media Marketing<br />On-line referral marketing - send to a friend<br />-If there is a commercial benefit, be compliant with CAN-SPAM as the sender<br />-The recipient should disclose they are receiving a benefit for the referral.<br />
  41. 41. QUESTIONS??<br />
  42. 42. DMA Resources<br />www.dmaresponsibility.org<br />www.Aboutads.info<br />www.Dmaaction.org<br />Questions-email ethics@the-dma.org<br />

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