This document discusses marketing ethics and compliance. It notes that companies should follow ethical practices like transparency, privacy, and compliance with regulations to build trust and avoid legal and reputational risks. It also suggests that as influencer marketing programs grow in size and complexity, companies need to implement proper processes, policies, monitoring, and documentation to ensure ethical practices.

1. Marketing and Ethics

2. Trust: Because It’s Cheaper

3. Because It’s Faster

4. Because You Have To

5. Because You’ll Get Caught

6. So?
•DUH.

7. Cultural Considerations

8. Every Company is a Media Company
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9. Risks of Non-Compliance
• Legal Exposure / Liability
• Court of Public Opinion
• PR Nightmares
• Regulatory Action /
Investigations

10. Lack of Space is No Excuse
Include:
• Your complete marketing message
• Link to content
• Call to action
• Contest & promotion rules
• Required disclosures
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11. How Are People Addressing This
• Rely on agency to handle it
• Leaving it up to the influencer
• Ad-hoc compliance solutions
• Listening without understanding
• Ignoring it
• Best intentions vs. Best Practices
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12. Review of Ethical Issues
• Transparency
• Brand Trust
• Regulatory (Mention Ann Taylor Loft, Reverb
Communications, Legacy Learning) ASA & OFT
• Privacy, targeting and data collection
(facebook)
• Requirements

13. Ethics in Practice
• Process and policies
• Monitoring and Documentation
• Follow up and takedown
• Size and scale of programs
• Implementation

14. Landscape Moving Forward
• Continued focus on transparency & trust
• FTC focus on monitoring and incentives
• OFT & ASA
• Programs getting larger and more complex

15. Getting to Next Steps
• Look back at key themes from the past few
days
• Leading experts and case studies
• Plenty to think about (measurement, metrics
for success, ethics, paid/owned/earned, brand
trust, customer/influencer engagement, CRM)
• Go back to your desks with key takeaways and
tangible next steps

16. Thank You
• @robincarey
• @socialmedia2day
• @cmply