1. 9/30/2011
DMA’s Do the Right Thing
• Best Practices/Digital Guideposts
Today’s Presenters
• Senny Boone, SVP Corporate & Social
Responsibility
• Jerry Cerasale, SVP Government Affairs
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3. 9/30/2011
Digital Compliance
• Legislative & Regulatory Landscape
More Challenges than Ever!
• Pending Privacy bills
• Federal Trade Commission:
• “Self-regulate or we will”
Digital Compliance
• Top Concerns we will be covering:
-Online advertising (generally)
-Online Behavioral Advertising
-Email marketing
-Mobile marketing
-Social media marketing
Online Marketing (generally)
• Consumer Concerns
• DMA Guidelines
Notice & Choice
Privacy Policy –prominent, clear,
functioning
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4. 9/30/2011
Online Marketing (generally)
• Restore Online Shoppers Confidence Act
2010
• Advance Consent & Negative Option
Online Marketing (generally)
• Need consumer’s advance express
consent. Pre-checked box insufficient.
• Disclose all material terms & conditions
before obtaining consumer’s billing
information.
Online Marketing (generally)
• Cancellation – be clear.
• For Internet Sales:
Do not disclose billing information to third
parties (post-transaction sellers)
No Data-Pass
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5. 9/30/2011
Online Marketing (generally)
• A third party must clearly disclose
description of goods & services & all
material terms of offer.
• Consumer must provide express consent.
-complete account info
-consumer name, address
-clear confirmation for the charge
Online Behavioral Advertising
• Specific definition
Collection & use of info for OBA purposes.
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.
Online Behavioral Advertising
• Not: Contextual (current visits), ad
delivery, ad reporting (data)
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6. 9/30/2011
Online Behavioral Advertising
• Privacy Policy should include information
about OBA & opting out (cookies)
• ALSO need enhanced notice (link)
Online Behavioral Advertising
• Blue Icon/ad choices
Online Behavioral Advertising
• See www.aboutads.info
• Read the 7 Principles & DMA Guidelines
• Register and use the icon via DAA!
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7. 9/30/2011
Online Behavioral Advertising
• DMA is an “enforcement mechanism”
Email & SPAM
• Applicable law: “CAN-SPAM”
Controlling the Assault of Non-Solicited
Pornography and Marketing Act of 2003
• FTC
• FCC
Email & SPAM
• Covers commercial messages:
Any electronic email message, the primary
purpose of which is the commercial
advertisement or promotion of a commercial
product or service.
Each separate violation costs $16,000
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8. 9/30/2011
Email & SPAM
• Legitimate marketers are also victims
• Compliance requirements:
1. No false, misleading header info
2. No deceptive subject line
3. Identify the message as an ad
4. Tell recipient where you are located
Physical address
Email & CAN-SPAM
5. Tell recipient how to opt-out of receiving
future emails.
6. Honor the opt-out request “promptly”
10 business days.
7. Monitor your third parties-both marketer
and the sender of the message can be held
liable
Email & CAN-SPAM
• Exceptions:
-charitable solicitations/though states can
regulate
-transactions
-relationship content
If mixed content, err on side of caution
&comply
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9. 9/30/2011
Email & CAN-SPAM
• What if more than one marketer?
Multiple marketers can designate one as
designated sender who is responsible-or all
will be held accountable.
Email & CAN-SPAM
• Forward to a Friend:
Any commercial benefit to the forwarder?
(money, coupons, discounts…) Seller has
compliance obligations.
Email & CAN-SPAM
• Opt-out: provide link to request no further
solicitations, no name rental, exchange,
sale
• DMA Guidelines & E-MPS use on
prospect lists.
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10. 9/30/2011
Email & CAN-SPAM
• Federal Communications Commission
adds an opt-in twist:
FCC adopted rules prohibiting sending
unwanted commercial messages to wireless
devices without PRIOR permission.
Mobile Marketing
• Mobile devices – hundreds of kinds!
• Convergence of rules: Telephone
Consumer Protection Act, Telephone
Sales Rule, CAN-SPAM, COPPA…
Mobile Marketing
• TCPA-no auto dialers, artificial, pre-
recorded to wireless (regardless of EBR)
• FCC rules apply to:
-calls to consumers, businesses
-nonprofit
-calls for any purposes
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11. 9/30/2011
Mobile Marketing
• Need Prior Express
• Clear, conspicuous
• Prior to sending message
• Opt-out ability
Mobile Marketing
• No hidden, hard to find text
• Affirmative consent (no pre-checked box)
• No subterfuge (sweepstakes entry form)
Mobile Marketing
• DMA Guidelines:
www.dmaresponsibility.org/Guidelines/
• DMA Alert – Rules for Contacting Wireless
by Phone, Text & Email
www.dmaresponsibility.org/WirelessAlert/
Compliance flowchart
www.dmaresponsibility.org/WirelessChart
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12. 9/30/2011
Mobile Marketing
• Communications Distinctions:
• Voicemail=telemarketing to wireless
• Prerecorded, auto, artificial to wireless
=TCPA
Email to wireless, mobile enabled websites,
indirect mobile =Online rules (CAN-SPAM)
Mobile Marketing
• Do not rent third party lists for mobile
marketing.
• Include easy mechanism to opt-out
• Opt-out within 10 days, no added
messages that incur fees.
Mobile Marketing
• Location-based information can be
sensitive
• Mobile privacy is on the regulatory agenda
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13. 9/30/2011
Social Media Marketing
• Commercial solicitations –expanded to
include emails and an individual’s direct
contact point.
• Member guidelines cover social media
interactions with users often greater than
other channels.
Social Media Marketing
• Marketers are collecting and aggregating
such consumer data
• Fair information practices should apply:
notice, choice, opt-out, transparency
Social Media Marketing
• Testimonials
• Endorsements
FTC rules & DMA Guidelines
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14. 9/30/2011
Social Media Marketing
• On-line referral marketing - send to a
friend
-If there is a commercial benefit, be
compliant with CAN-SPAM as the sender
-The recipient should disclose they are
receiving a benefit for the referral.
QUESTIONS??
DMA Resources
• www.dmaresponsibility.org
• www.Aboutads.info
• www.Dmaaction.org
Questions-email ethics@the-dma.org
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