managing risk: legal issues for affiliate marketers & affiliate marketing managers
DESCRIPTION
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-FraudTRANSCRIPT
Managing Risk: Legal Issues for Merchants & Affiliate ManagersPresented By:
David AdlerPartnerLeavens, Strand, Glover & Adler, LLCwww.lsglegal.comwww.ecommerceattorney.comAdlerlaw.wordpress.com@adlerlaw
Technological Change Is Causing A Shift In Affiliate Marketing
Effective marketing requires Legal Compliance
Technological innovation comes with Massive Risk
Game Changing Numbers
• 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)
Technology Advances = Greater Scrutiny
• Behavioral / contextual targeting (OBA)
• FTC enforcement• Evolving Privacy Standards • Mobile• Text Spam
The Three C’s
Content
Contracts
Compliance
Content
Intellectual Property + Brand
Protection
Contests + Sweepstakes
Content
Protect Your Investment• Protect your ContentAvoid Simple IP Mistakes• Keywords, Right of Publicity, EndorsementsRemember Advertising Restrictions• FTC Blogger Guidelines/Deceptive Practices
Content: Social
1. Prepare. Pay attention to social media conversations
2. Evaluate. Is Email Marketing CAN SPAM Compliant?
3. Participate
Content: Industry Initiatives
FTC / State AGs / Trade Associations
Contracts
a. Merchantsb. Affiliates
Contracts: Merchants
a. Protect your Brand & IP Rightsb. Protect Against Fraud
Compliance
Keep informed about changes in technology, marketing practices & regulations. As Affiliate Marketing becomes more pervasive, state legislatures, federal agencies trade groups are reacting.
Compliance
State, Federal & Case law, as well as industry guidelines 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
“Legal” Audit
Review Program Contracts • Guidelines for Keywords/Trademarks/Copyrighted
Content• CAN SPAM Compliance• Privacy Issues• Social Media Guidelines by Platform
Links to Important Reources
Performance 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
Contact Details
David M. AdlerLeavens, Strand, Glover & Adler, LLC203 North LaSalle Street, Suite 2550Chicago, Illinois [email protected]: (312) 488-4170Direct: (866) 734-2568Direct Fax: (312) 488-4177
www.lsglegal.comwww.ecommerceattorney.com
adlerlaw.wordpress.comIndieFilmLaw.wordpress.com
LinkedIn: http://linkedin.com/in/adlerlawTwitter: http://twitter.com/#!/adlerlaw