Managing Risk:Legal Issues for Merchants & Affiliate ManagersPresented By:David AdlerPartnerLeavens, Strand, Glover & Adle...
Technological Change Is Causing A Shift In Affiliate                   Marketing
Effective marketing requires Legal           Compliance
Technological innovation comes with Massive                    Risk
• 42.9% of publishers say they use 2 - 5 websites• U.S. Affiliate Marketing spend will reach $4.1B in 2014  (Forrester Res...
•   Behavioral / contextual targeting (OBA)•   FTC enforcement•   Evolving Privacy Standards•   Mobile•   Text Spam       ...
The Three C’s      Content    Contracts  Compliance
Intellectual Property + Brand ProtectionContests + Sweepstakes                  Content
Protect Your Investment• Protect your ContentAvoid Simple IP Mistakes• Keywords, Right of Publicity, EndorsementsRemember ...
1. Prepare. Pay attention to social media   conversations2. Evaluate. Is Email Marketing CAN SPAM   Compliant?3. Participa...
FTC / State AGs / Trade Associations     Content: Industry Initiatives
a. Merchantsb. Affiliates                Contracts
a. Protect your Brand & IP Rightsb. Protect Against Fraud      Contracts: Merchants
Keep informed about changes in technology, marketingpractices & regulations. As Affiliate Marketing becomesmore pervasive,...
State, Federal & Case law, as well as industryguidelines and terms and conditions•   FTC Act and FTC rules•   CAN SPAM•   ...
Review Program Contracts•   Guidelines for Keywords/Trademarks/Copyrighted Content•   CAN SPAM Compliance•   Privacy Issue...
Links to Important ReourcesPerformance Marketing Assoc.http://performancemarketingassociation.com/nexus-tax/affiliate-nexu...
Contact DetailsDavid M. AdlerLeavens, Strand, Glover & Adler, LLC203 North LaSalle Street, Suite 2550Chicago, Illinois 606...
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Managing Risk: Legal Issues for Affiliate Marketers & Affiliate Marketing Managers

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Affiliate marketing is one of the most cost-effective techniques for monetizing web site traffic and driving sales. Unfortunately, it has a reputation for high risk. While the industry is unlikely to ever be risk-free, it is possible to manage risk by: (1) understanding how techniques like behavioral and contextual targeting affect consumers, affiliates and merchants, (2) understanding the legal and regulatory environment, (3) understating risks involved with prospective marketing partners, (4) using and maintaining proper contracts that allocate risk and provide appropriate indemnifications, and (5) keeping informed about the changes in technology, marketing practices and the regulatory environment. Attendees will learn how to identify these issues and develop policies and procedures to keep informed about the current technology, marketing strategies and regulatory compliance.

Topics covered include:

Behavioral/Contextual Advertising
Regulatory/Industry Compliance : FTC Guides & Enforcement Actions
CAN-SPAM compliance
IP Law: Rules governing use of others™ Trademarks/Keywords, Right of Publicity/Endorsement Issues.
Identifying, protecting against, and disputing accusations of Click-Fraud

Published in: Business
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Managing Risk: Legal Issues for Affiliate Marketers & Affiliate Marketing Managers

  1. 1. Managing Risk:Legal Issues for Merchants & Affiliate ManagersPresented By:David AdlerPartnerLeavens, Strand, Glover & Adler, LLCwww.lsglegal.comwww.ecommerceattorney.comAdlerlaw.wordpress.com@adlerlaw
  2. 2. Technological Change Is Causing A Shift In Affiliate Marketing
  3. 3. Effective marketing requires Legal Compliance
  4. 4. Technological innovation comes with Massive Risk
  5. 5. • 42.9% of publishers say they use 2 - 5 websites• U.S. Affiliate Marketing spend will reach $4.1B in 2014 (Forrester Research)• 62% of U.S. online buyers use social networking sites Only 2% of U.S. online buyers have purchased through social networking sites. (Forrester Research)• Click fraud reached 12.7% in Q2 2009 – down from 13.8% or Q1 2009 and from the 16.2% rate reported for Q2 2008. (Click Forensics) Game Changing Numbers
  6. 6. • Behavioral / contextual targeting (OBA)• FTC enforcement• Evolving Privacy Standards• Mobile• Text Spam Technology Advances = Greater Scrutiny
  7. 7. The Three C’s Content Contracts Compliance
  8. 8. Intellectual Property + Brand ProtectionContests + Sweepstakes Content
  9. 9. Protect Your Investment• Protect your ContentAvoid Simple IP Mistakes• Keywords, Right of Publicity, EndorsementsRemember Advertising Restrictions• FTC Blogger Guidelines/Deceptive Practices Content
  10. 10. 1. Prepare. Pay attention to social media conversations2. Evaluate. Is Email Marketing CAN SPAM Compliant?3. Participate Content: Social
  11. 11. FTC / State AGs / Trade Associations Content: Industry Initiatives
  12. 12. a. Merchantsb. Affiliates Contracts
  13. 13. a. Protect your Brand & IP Rightsb. Protect Against Fraud Contracts: Merchants
  14. 14. Keep informed about changes in technology, marketingpractices & regulations. As Affiliate Marketing becomesmore pervasive, state legislatures, federal agencies tradegroups are reacting. Compliance
  15. 15. State, Federal & Case law, as well as industryguidelines and terms and conditions• FTC Act and FTC rules• CAN SPAM• State and federal privacy laws• Traditional advertising, promotions and consumer protection laws• Industry guidelines• Terms and conditions for social media platforms Compliance
  16. 16. Review Program Contracts• Guidelines for Keywords/Trademarks/Copyrighted Content• CAN SPAM Compliance• Privacy Issues• Social Media Guidelines by Platform “Legal” Audit
  17. 17. Links to Important ReourcesPerformance Marketing Assoc.http://performancemarketingassociation.com/nexus-tax/affiliate-nexus-tax-the-statesMobile Marketing Assoc. Affiliate Marketing Committeehttp://www.mmaglobal.com/policies/committees/affiliate-marketingMobile Privacy• H.R 210 mobile device tracking tech Trends
  18. 18. Contact DetailsDavid M. AdlerLeavens, Strand, Glover & Adler, LLC203 North LaSalle Street, Suite 2550Chicago, Illinois 60601dadler@lsglegal.comMain: (312) 488-4170Direct: (866) 734-2568Direct Fax: (312) 488-4177www.lsglegal.comwww.ecommerceattorney.comadlerlaw.wordpress.comIndieFilmLaw.wordpress.comLinkedIn: http://linkedin.com/in/adlerlawTwitter: http://twitter.com/#!/adlerlaw

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