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