Comply With This: A Beginners Guide to Marketing Compliance

For creative marketers especially, compliance is
often viewed as just another word for major pain
in the neck. But if your company decides to ignore
marketing compliance rules and regulations, it can also
become a major pain in the wallet. Hefty fines aren’t
the only penalties for failing to adhere to compliance
laws. Your company could also face lawsuits, loss of
customers and a hit on your reputation.
With consumer watchdogs, government agencies
and other organizations constantly monitoring the
marketing scene, you certainly can’t get around
compliance. And adhering to it may not be as tough
as it initially seems once you get a handle on the
basics of what’s involved. That’s exactly what this
guide is designed to give you.
Comply With This: A Beginner's Guide to Marketing
Compliance will provide every member of your
marketing team a general understanding of
compliance standards. Meeting these standards will
not only protect your company’s reputation and
integrity, but it can also save you from making some
very expensive marketing mistakes.
DISCLAIMER: The information contained in this eBook is not legal advice but is rather intended to provide guidance in understanding
the topic of marketing compliance and developing your own policy. If you have any specific questions about any legal matter you should
consult your attorney or other professional legal services provider.
1

WHAT IS MARKETING
COMPLIANCE AND WHY
IS IT IMPORTANT
Despite what you may have heard, marketing compliance standards
are not put in place to punish your marketing team. They are instead
meant to protect both the consumer and your brand.

External compliance standards consist of rules, regulations, and laws
that guide the marketing efforts of every business. The Federal Trade
Commission (FTC) is a big one for creating compliance regulations, but
standards are also established by state and local government agencies
as well as trade and industry groups.
External standards are designed to protect consumers from being
misled, tricked, lied to, or otherwise deceived by businesses. Compliance
laws additionally ensure consumers’ privacy rights are protected, giving
consumers options when it comes to the type of information a brand
collects and how they communicate with that brand.
Internal compliance standards consist of rules, regulations, and guidelines
that also guide the marketing efforts of your business. Unlike external
compliance standards that are put in place by outside entities or agencies,
these standards are created and enforced by your company.
Internal compliance standards generally lay out the brand’s marketing
rules. They often focus on the use of the logo, colors, designs, text and
other elements that preserve the consistency of your brand and its
message.
What is Marketing Compliance and Why is it Important3

TYPES OF MARKETING
COMPLIANCE
External and internal compliance are two main divisions of
compliance standards, and there are several different types
of compliance regulations specifically geared toward different
varieties of marketing activity.

WHY IT’S IMPORTANT:
Brand standards ensure a consistent and uniform brand identity, TopRank Online Marketing blog1
notes,
and a consistent identity is essential for long-term business growth. NorthstarMarketing2
throws in a few
more benefits of brand consistency, adding it helps you convey your outlook and attitude, helps you manage
perceptions, protects your investment, eliminates confusion and builds on past successes.
EXAMPLES:
Coca-Cola immediately comes to mind as a prime example of a strong and consistent brand. Other brands
Forbes3
reports as the strongest include Apple, McDonald’s, IBM, Facebook, Microsoft, and Google.
BEST PRACTICES:
You can take a cue from the University of Arizona (UA) and other organizations that have developed a
comprehensive and detailed internal brand standards guide. UA’s guide4
spans 20 pages and covers everything
from the use of the logo to typefaces, graphic elements to stationary. Be sure to include information that
applies to marketing across multiple channels and the approval process for designs before they go live.
INTERNAL BRAND STANDARDS
DEFINITION:
Internal brand standards are guidelines set by your company concerning the use of your brand
elements in marketing. They can include size, shape and placement of your logo, colors of your
layouts, font style and size.
5 Types of Marketing Compliance

Misleading consumers is not good for business. And with such a wide definition outlined by the FTC5
, any hint
of marketing misrepresentation is likely to land you with a fine, lawsuit, or other penalty.
EXAMPLES:
The FTC has a full gamut of practices that could be categorized as misrepresentation. These include false written
or oral representations, misleading price claims, sales of defective or hazardous products without disclosure,
failure to disclose info concerning pyramid sales, failure to perform proposed services, failure to meet warranty
obligations and using bait and switch tactics.
BEST PRACTICES:
Steering clear of exaggerations, substitutions, the omission of pertinent details, or fine print so tiny no consumer
could possibly read it without a magnifying glass is a good place to start to ensure you’re sticking with truthful
representations in marketing. Also, provide full disclosure on any hazards, defects or state of any items; perform
services you say you’ll perform, provide exact products you say you’ll provide and honor your warranties.
TRUTHFUL REPRESENTATIONS
DEFINITION:
Truthful representations are those that are factual and unlikely to deceive the consumer. The
FTC considers a practice deceptive if there is an omission or representation likely to mislead
a consumer acting reasonably under the circumstances.

The FTC6
is particularly focused on unfair and deceptive marketing when it relates to health, safety and
economic injury of the consumer. The agency regularly monitors marketing practices, stopping and penalizing
companies engaging in those it considers deceptive and unfair.
EXAMPLES:
Dietary supplements and weight loss products that claim they serve as a cure-all solution are constantly under
fire from the FTC. The agency also keeps its eye on deceptive online marketing tactics that stem from public
health issues, tobacco and alcohol marketing, and the marketing of food as well as violent music, movies and
electronic games to children.
BEST PRACTICES:
If your product or service does indeed have a highly effective health benefit, make sure you back up any claims
with solid, scientific evidence. Also, watch your language. For instance, claiming your massage will definitely help
back pain is a lot different than saying your massage may be helpful for back pain in some cases.
DECEPTIVE OR UNFAIR CLAIMS
DEFINITION:
Deceptive or unfair claims refer to statements about a product or service that have no proof of
being true and may pose a hazard to consumers.

COMPARATIVE CLAIMS
DEFINITION:
Comparative claims compare two different brands on price or objectively measurable
attributes, identifying the competing brand by illustration, name or other distinctive
information.
8
Comparative claims are perfectly legal, as long as you go about them with a level of ethics. The Medical
Device and Diagnostic Industry website7
says the FDA constantly cracks down on medical devices and other
health-related equipment that makes comparative claims without head-to-head studies proving their superiority.
The FTC8
is equally as stringent about ensuring comparative claims don’t unfairly disparage, attack or discredit
competitors.
EXAMPLES:
A veritable cellphone war was started over comparative claims, according to the Arizona Republic9
, with AT&T
suing Verizon over a 2009 campaign promoting the idea that Verizon’s 3G wireless coverage was much more
expansive than AT&T’s. AT&T said the marketing was misleading to consumers concerning their coverage.
BEST PRACTICES:
When comparing your services or products to others, always ensure you are making a fair and objective
comparison. Having the solid facts to back up your claims always helps, as does ensuring you are not unfairly
attacking, disparaging or discrediting your competitors.
Types of Marketing Compliance

The FTC10
dictates that all types of special offer marketing need to clearly and prominently describe the terms
and conditions of the offer. The offer should also indeed supply what’s promised to the consumer.
EXAMPLES:
BOGO is a hot concept in marketing land, with consumers told they can “buy one, get one free.” Free shipping
is another popular special offer perk, often with free shipping offered from online retailers if consumers spend
a certain amount of money to earn the offer.
BEST PRACTICES:
Even if the terms seem obvious for any of your special offers, such as the free item in a BOGO deal must be
of equal or lesser value, always state them and place them in an obvious location in your marketing materials.
Being tricky could land you in dangerous territory, especially if the offer’s terms aren’t prominently displayed.
Avoid sneaky tricks that are borderline deceptive, such as offering free shipping and then charging a handling
fee.
SPECIAL OFFERS
DEFINITION:
Special offers are those that offer “free” products or services, discounts, free gifts, free
shipping, or other types of special deals to consumers.

If the FTC didn’t require evidence to back up claims, unsavory companies would have the leeway to go totally
off-the-wall with claims about what its product and services could do. The FTC11
requires “appropriate support”
for all expressed and implied claims used in marketing, with the supporting evidence based on the product, the
claim and what experts in that industry deem necessary.
EXAMPLES:
Anyone who remembers Trident chewing gum claims of the 1970s may also recall wondering if it were really true
that “four out of five dentists surveyed recommend sugarless gum for their patients who chew gum.” If Trident
was complying with FTC rules, the company would definitely have the survey available to substantiate its claims.
Sugarless gum claims have since gone far beyond being recommended by dentists, according to The New York
Times12
, and those claims are getting the proper backup. Wrigley actually formed a Wrigley Science Institute in
2005 to provide research to help support its ongoing marketing concerning “the benefits of chewing.”
BEST PRACTICES:
Your company may not need to establish its own research institute, but you should have the studies, statistics
and other relevant information to back up any express or implied objective claims you make. Make sure
that information is readily available and accessible to the general public. You can also research the level of
substantiation your industry and the FTC deem necessary for the product or service you’re marketing.
SUBSTANTIATION
DEFINITION:
Substantiation refers to having evidence to back up your marketing claims.

It’s not just the FTC that cracks down on sweepstakes and contests that don’t comply with standards. Your
sweepstakes and contests are also being monitored by state and local agencies to ensure you’re following the
guidelines dictated in your region.
EXAMPLES:
A number of Nevada companies were fined13
$1.4 million for making consumers pay to enter a sweepstakes,
one of the biggest taboos. An Orlando resort was hit14
with nearly a $1 million fine when it called sweepstakes
entrants whose numbers were on the Do Not Call lists.
BEST PRACTICES:
Unless you’re an expert in sweepstakes and contests in your specific state, it may be wise to consult one.
Compliance rules and regulations are all over the place when it comes to contest and sweepstakes specifics,
varying drastically from state to state. Truthful disclosure of all your sweepstake or contest rules, eligibility
requirements, and other regulations are also a must.
SWEEPSTAKES AND CONTESTS
DEFINITION:
Sweepstakes and contests are two distinctly different animals. Sweepstakes are free to enter
and decided by chance. Contests may or may not have an entrance fee, and they are decided
by some type of skill or other measurable aspect to determine the winner.

By its very nature, negative-option marketing can be tricky—both for consumers who are often seemingly tricked
into purchases and for companies complying with FTC and state regulations. Many states prohibit the automatic
renewals or restrict other forms of negative-option marketing, attorney Nichols Kaster15
says. The FTC likewise
has stringent guidelines to ensure consumers are protected against unsavory marketing tactics.
EXAMPLES:
A prime example of negative-option marketing are those book and CD clubs that send consumers a seemingly
endless supply of products, charging consumers for those they do not promptly return. Free trials on Internet
services also fall into the category when the service provider automatically signs up consumers with a paid
subscription once the trial has expired.
BEST PRACTICES:
FTC guidelines dictate any negative-option marketing feature full, clear and conspicuous disclosures of the offer
before a consumer makes the purchase. It also recommends receiving an affirmative consent from the consumer
as an additional safeguard against deceptive practices.
NEGATIVE-OPTION MARKETING
DEFINITION:
Negative-option marketing refers to marketing where the consumer’s failure to take some
type of action to cancel or reject an offer or agreement is interpreted by the seller as the OK
to be charged for services of goods.

The FTC notes digital marketing compliance regulations not only protect customers, but also the integrity of the
Internet as a marketing medium.
EXAMPLES:
Digital marketing examples are vast, from pop-up and banner ads to pay-per-click and targeted ads in the
margins of a consumer’s computer screen. Other examples include native ads, which appear stylistically similar
to the site on which they’re featured, as well as social media ads that appear throughout the platforms.
BEST PRACTICES:
Clearly marking your marketing as “sponsored content” or otherwise distinguishing it from informative,
educational or other non-marketing content is a good practice. You’ll also want to follow the same
truth-in-advertising criteria you use with marketing outside of the digital arena.
DIGITAL MARKETING
DEFINITION:
Digital marketing is any type of marketing that uses one or more forms of electronic media.
The BusinessDictionary16
says this can include social media, smart phones, electronic
billboards, digital TV and radio and, of course, the Internet.

The FTC17
has extensive guidelines overseeing telemarketing practices, covering everything from the
Telemarketing Sales Rule to rules regarding the use of 900 numbers. The National Do Not Call registry
adds another layer for protection for consumers, prohibiting companies from calling numbers on the list for
marketing practices.
EXAMPLES:
Telemarketing examples run the gamut from magazine subscription services to debt-relief companies, insurance
salespeople to university alumni clubs asking for money and political campaigns—all of which seem to call during
dinner time.
BEST PRACTICES:
Being fully aware of telemarketing rules before you even begin to create your campaign is a must. You’ll
obviously want to refrain from calling numbers on the Do Not Call list unless such customers have given you
written permission to do so. The FTC dictates18
full and truthful disclosure telemarketing sales calls, and most
prerecorded robocalls are banned.
TELEMARKETING
DEFINITION:
Telemarketing is any type of marketing done over the telephone.

Not only is marketing to children19
expected to comply with truth-in-advertising standards, but children are
additionally protected by the FTC’s Children’s Online Privacy Protection Act20
(also known as COPPA). Special
regulations govern marketing food to children as well as adolescents.
EXAMPLES:
Gerber baby foods and other products for infants, toddlers and kids up to age 18 targeting parents fall under
the marketing to children guidelines. The same holds true for video games, movies, music and foods target the
children themselves.
BEST PRACTICES:
Becoming familiar with the details surrounding the Children’s Advertising Review Unit21
(CARU) and COPPA gets
you off to a good start. The latter bans the collection and use of personal info from kids under 13 without their
parents’ consent, and companies have been penalized for not heeding the rules. You’re also restricted on where
you can market to kids, with controversies surrounding ads placed in apps used by children.
MARKETING TO CHILDREN
DEFINITION:
Any marketing directed at children, or marketing kid-related services or products to the
children’s parents, counts as marketing to children.

Targeted marketing efforts that offer products and services based on consumers’ personal preferences can be
highly effective. But consumers are protected by privacy laws that dictate how you can collect and use that
personal information.
EXAMPLES:
Amazon and Netflix are major players in the personal preference marketing arena, with Amazon suggesting
products similar to those you purchased and Netflix suggesting movies or TV shows that align with your
viewing history. Personal data is also behind the specific ads that appear on consumer computer screens,
showing products or services that match with their browsing history or habits.
BEST PRACTICES:
Best practices we outlined in a ProofHQ blog article22
include always letting your customers know before you
collect any type of personal info or data, something that can be done with a regularly updated privacy policy
and terms of service on your site. Let consumers review the information you’ve collected to ensure that it’s
accurate. Securing the data is another priority, as is never sharing or selling the data unless you explicitly state
you intend to do so.
COLLECTION AND USE OF MARKETING DATA
DEFINITION:
Technology has made it easy to collect a variety of personal data from consumers, and then use
that data to market specific products and services to specific consumers.

Marketers need to be especially careful to avoid copyright, privacy or other violations depending on what they’re
streaming, where they’re streaming from, individuals appearing in the stream, and how they’re using the video.
PCWorld23
warns lawsuits are poised to be filed unless marketers take pains to ensure compliance at every level.
EXAMPLES:
Several brands have already hopped on the live video streaming bandwagon, with two examples from
PracticalEcommerce24
. GE broadcast a live behind-the-scenes video with scientist Bill Nye and astrophysicist
Neil deGrasse Tyson. Doritos streamed live giveaways of their super-spicy chips.
BEST PRACTICES:
If you’re planning to use a live stream app in a public location for commercial purposes, you need to get the
consent of everyone you capture during the broadcast. Also, brush up on copyright laws regarding the streaming
of sporting events, concerts, and other performances to ensure you’re not in violation.
LIVE VIDEO STREAMING
DEFINITION:
Live video streaming hit the mainstream with apps like Meerkat and Periscope, giving users the
ability to stream video in real-time to the masses.

Native advertising has recently gained attention as a means for advertisers to cut through the online advertising
clutter and for online publishers to boost their diminishing ad revenues. The most effective native advertising
is intentionally presented in a format that resembles the surrounding editorial content. Hence the FTC felt the
need to implement native advertising guidelines25
to supplement the existing truth-in-advertising standards.
EXAMPLES:
Native advertising is the digital version of the advertorial, a newspaper or magazine advertisement giving
information about a product in an editorial style. Today, publishers like The Atlantic, New York Times, and Wired
have built in-house agencies to create content for brands that’s highly tailored to the their readers while labeled
as promotional. Netflix has worked with all three of these publishers to produce elaborate native ad campaigns
to promote its services and original shows.
BEST PRACTICES:
The key thing to remember about native advertising is the clarity of the disclosure. The FTC states that disclosures
should be placed in front of or above a native advertising headline and/or be accompanied by visual cues such
as shading or borders. Finally, the FTC notes that these rules don’t apply just to advertisers. Everyone who
participates directly or indirectly in creating or presenting native ads should make sure that they don’t mislead
consumers about their commercial nature.
NATIVE ADVERTISING
DEFINITION:
Native advertising is a type of advertising, usually online but feasibly elsewhere, that bears
a similarity to the news, feature articles, product reviews, entertainment, and other material
that surrounds it online.

The costs of not complying with marketing laws can be significant
and painful. They generally include monetary fines and injunctions
for companies found in violation, along with refunds to the
consumers for actual damages in civil lawsuits.
RISKS OF
NONCOMPLIANCE

Risks of Noncompliance20
SKECHERS
Skechers found this out the hard way when ordered to pay $40 million to
settle FTC charges that it deceived consumers with its “toning shoes” ads.
An FTC26
press release announced the 2012 settlement, which penalized
Skechers for making unfounded claims related to its Shape-ups, Resistance
Runner, Toners and Tone-ups shoes.
The company claimed the shoes could help consumers lose weight, tone
and strengthen certain muscle groups, and even improve cardiovascular
health. The FTC cited Skechers for falsely asserting clinical studies supported
the claims. Consumers who purchased the shoes were eligible for a refund
through the FTC or class action lawsuit.
SUPPLEMENTS
The FTC27
typically has a field day with false claims related to dietary
supplements, with more than a dozen companies cited for deceptive
advertising during a 2015 dietary supplement sweep alone. Deceptive
claims included those related to weight loss, memory and cognitive decline,
treatment of child speech disorders, and the prevention or elimination
of gray hair. Companies taken to federal court included Keyview Labs,
Nutraceuticals Corp, Genesis Today, NPB Advertising and Rise-N-Shine.
MARKETING TO CHILDREN
The FTC is continuing to amp up its monitoring of the mobile-technology
arena to seek out unfair and deceptive practices within mobile apps,
especially those targeting children, ComplianceWeek reports28
. Results
include a $19 million settlement with Google in 2014 for purchases made
by kids through apps downloaded from the Google Play store. The FTC
cited inadequate measures to ensure the purchases had been approved
by adults before they were made. The FTC had also filed charges against
Apple and Amazon that same year for similar violations.

COMMON SENSE TIPS FOR
AVOIDING COMPLIANCE
VIOLATIONS
Even though compliance standards may be highly detailed and
stringent, they’re generally not rocket science. A few common sense
tips can help you and your marketing teams steer clear of murky
and dangerous waters.

Common Sense Tips for Avoiding Compliance Violations22
THINK LIKE A CONSUMER
The overall goal of compliance
standards is to protect the
public, so if you’re unsure if
your marketing materials are
up to snuff, try looking at your
campaign from a consumer’s
point of view. Is your message
clear? Will the public understand
it? Is anything even remotely
deceptive, unsubstantiated
or misleading? If you’d be
comfortable sharing your
marketing materials or campaign
with your grandmother, you’re
probably in pretty good shape.
MAKE COMPLIANCE A PRIORITY
While not every single employee
needs to know the nitty-gritty
details of compliance, employees
should be aware that compliance
is a priority for your marketing
team. Marketing pros need to be
mindful of the message they’re
putting out the consumer,
whether your company is B2C or
B2B. Each message needs to be
accurate as well as on-brand.
MONITOR AND DOCUMENT
Establish a system that both
monitors compliance standards
and recognizes potential
violations so they can be can
be corrected before your
marketing goes live. Having an
audit trail is another good idea,
with key aspects of compliance
documented where applicable.
Those aspects can include
your collection of customer
info, customer-facing assets,
e-mail subscription process and
other relevant items. Precise
documentation can protect
your company in the face of
any complaints.

TIPSFORBUILDINGANIN-HOUSE
COMPLIANCETEAMORWORKFLOW
Compliance regulations are constantly changing and, to be honest,
you shouldn’t expect your sales or marketing team to keep up with
all the specifics of the various laws and privacy acts. However,
these tips29
can help you establish an in-house compliance team
or workflow to ensure your company is following the marketing
compliance standards while protecting itself along the way.

Tips for Building an In-House Compliance Team or Workflow24
1 Create written marketing procedures and policies.
2 Assign a compliance officer and/or committees to
monitor and enforce those procedures and policies.
3 Provide training and education to your marketing team
and others who need to make compliance a priority.
4 Ensure all forms of marketing communication leaving
your office are effective, on-brand and aligned with
compliance standards.
5 Monitor and test marketing materials before unleashing
to the general public to ensure they are up to par.
6 Establish clear enforcement and disciplinary guidelines
concerning your policies and procedures; then back
them up with action when necessary.
7 Respond immediately to potential problems, taking
action to correct potential infractions before marketing
materials and campaigns are launched.

Regardless of your marketing role in an organization or creative
agency, it’s important to stay up to date on the latest news and
guidelines. These marketing compliance resources will get you
started.
MARKETING COMPLIANCE
RESOURCES

Marketing Compliance Resources26
Federal Trade Commission (FTC):
https://www.ftc.gov
Primary federal agency focused on consumer protection and regulation of business matters
associated with false advertising and fraud.
Federal Communications Commission (FCC):
https://www.fcc.gov
Federal regulatory body responsible for false advertising and fraud in broadcast media.
Advertising to Children:
http://www.aef.com/on_campus/classroom/speaker_pres/data/3005
Detailed article regarding laws that apply to marketing aimed at children.
Children’s Online Privacy Protection Act:
http://www.coppa.org
Primary legislation regarding collection and use of personal information of minors.
Consumer Privacy Guide:
http://www.consumerprivacyguide.org/law
Overview of and links to legislation protecting consumer privacy.
Refund Law and Legal Definition:
http://definitions.uslegal.com/r/refund
Basic overview on refund law throughout the US.
The Consumer Financial Protection Bureau (CFPB):
http://www.consumerfinance.gov
Federal agency that monitors and regulates the consumer finance markets.
Native Advertising: A Guide for Businesses:
https://www.ftc.gov/tips-advice/business-center/guidance/native-advertising-guide-businesses
A supplement to how the FTC applies established truth-in-advertising standards to native
advertising.

SUMMARY
Whether this guide made marketing compliance seem easier or even more of a pain in the neck, the bottom
line is it’s not going away anytime soon. Marketing compliance is necessary (and at times legally required), and
your company can best protect itself, its reputation and its integrity if you make it a priority for every member of
your marketing team. Once you understand the basics, you may find it's not as tough as you initially believed to
balance compliance with creativity in your marketing efforts. Don’t wait for a violation to happen before you act.
Use the information you’ve gleaned from this guide to act now to help ensure your marketing efforts contribute
to a continuously thriving and reputable business for years to come.
ABOUT PROOFHQ
ProofHQ, a Workfront company, is the global leader in online proofing used by nearly 3,000 of the top brands
and agencies worldwide.
Easy-to-use collaborative review tools streamline the review and approval of creative content, while powerful
workflow tools keep projects on track. ProofHQ can be used across all media including print, digital and video.
With ProofHQ, marketing teams deliver projects faster, with less effort and greater accuracy.
Ready to see how ProofHQ can help you manage marketing compliance?
Schedule a custom demo at http://www.proofhq.com/demo-request.
27

28
REFERENCES
1. http://www.toprankblog.com/2015/01/social-media-marketing-brand-compliant
2. http://www.northstarmarketing.com/2015/05/07/the-difference-between-a-good-brand-and-a-great-brand-consistency
3. http://www.forbes.com/powerful-brands
4. http://www.life.arizona.edu/docs/default-source/pdf/reslife-brand-standards---final-print-2014.pdf
5. https://www.ftc.gov/public-statements/1983/10/ftc-policy-statement-deception
6. https://www.ftc.gov/about-ftc/bureaus-offices/bureau-consumer-protection/our-divisions/division-advertising-practices
7. http://www.mddionline.com/article/comparative-claims-legally-permissible-proceed-care
8. https://www.ftc.gov/public-statements/1979/08/statement-policy-regarding-comparative-advertising#N_1_
9. http://yourbusiness.azcentral.com/examples-comparative-advertising-12783.html
10. https://www.ftc.gov/tips-advice/business-center/guidance/advertising-marketing-internet-rules-road#free
11. https://www.ftc.gov/system/files/documents/plain-language/bus41-dot-com-disclosures-information-about-online-advertising.pdf
12. http://www.nytimes.com/2009/07/28/business/media/28adco.html
13. https://www.ftc.gov/news-events/press-releases/2007/04/sweepstakes-promoters-will-pay-14-million-settle-ftc-charges
14. https://www.ftc.gov/news-events/press-releases/2009/01/ftc-cracks-down-do-not-call-violators-companies-agree-pay-almost
15. http://www.nka.com/investigation/negative-option-marketing-3
16. http://www.businessdictionary.com/definition/digital-marketing.html
17. https://www.ftc.gov/tips-advice/business-center/advertising-and-marketing/telemarketing
18. https://www.ftc.gov/tips-advice/business-center/guidance/complying-telemarketing-sales-rule#Glance
19. https://www.ftc.gov/tips-advice/business-center/advertising-and-marketing/children
20. https://www.ftc.gov/tips-advice/business-center/privacy-and-security/children%27s-privacy
21. http://www.asrcreviews.org/category/caru
22. http://blog.proofhq.com/marketing-compliance-007397
23. http://www.pcworld.com/article/2912272/live-streaming-apps-pose-legal-risks-for-users.html
24. http://www.practicalecommerce.com/articles/91805-8-Brands-That-Live-Stream-Video-for-Innovative-Marketing
25. https://www.ftc.gov/tips-advice/business-center/guidance/native-advertising-guide-businesses
26. https://www.ftc.gov/news-events/press-releases/2012/05/skechers-will-pay-40-million-settle-ftc-charges-it-deceived
27. https://www.ftc.gov/news-events/press-releases/2015/11/ftc-brings-action-stop-marketer-making-deceptive-opiate-addiction
28. https://www.complianceweek.com/news/news-article/ftc-steps-up-enforcement-of-violations-of-child-marketing-rules
29. http://www.arnoldporter.com/resources/documents/WMACCA_Compliance%20Program%20Training%20Presentation_FINAL.pdf

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Comply With This: A Beginners Guide to Marketing Compliance

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