What Is Marketing Compliance? What do you need to know? This is an article that will explain what marketing compliance is, the various types of compliance and how possibly you can enhance your marketing compliance.
There is a critical relationship between Marketing Compliance and the over-all marketing strategies and campaigns.
Marketing compliance is relevant in any selling organization whether in the public or private sector. To this end it is critical to know the legal requirements in your business environment, and to ensure that they are being complied with. Currently there are various regulations that the marketing compliance officers should be conversant with depending on the country in question.
The Children’s Online Privacy Protection Act (COPPA) is specific to websites that gather information from kids below 13 years. This includes email addresses to other personal information In some cases website operators must obtain prior consent before collecting information from children under the age of 13 and they have to ensure that children cannot get access to other information that are personal.
The use of credit reports are also governed by law hence the Fair Credit Reporting Act (FCRA). It became even more so as the credit report cannot be used to market products to the consumer and the consumer has to give permission for the company to obtain the report. They also have to give a notice of what type of credit reports they want and how they will utilize them.
This paper explores the importance of marketing compliance.
It is also important for any organization to have a standard to follow that is dealing with marketing activities. It guarantees that the business firm acts appropriately in terms of legal requirements for advertising and selling its products. A failure to meet these requirements will attract penalties and fines thus the need to know what is required of one to meet the requirements.
Here are some essential points to remember:
Ensure that all the advertising you do is legal. Any type of advertising that is a violation of any laws and/or regulations will lead to receipt of fines and other forms of penalties. For instance, advertisements of gambling or alcohol can be unlawful in certain areas.
Do not mislead your customers about your products. As a rule, it is important not to overstate or misrepresent the characteristics of your products and services. It includes things that should not be done such as claiming that a given product will cure cancer it it is not capable of doing so.
Don’t spam users. Sending Spam mails is unlawful and can attract fines from the different regulating bodies. This extends to what may be referred to as ‘spam’ where the sender does not need the recipient’s permission but also activities that may be referred to as spyware or tracking software where activity of the user is followed online without his/her consent.
Why Do We Need the Internet?
Marketing as a field is still on an exponential growth trajectory and so is compliance within this domain. The next infographic represents the expressive growth of marketing during the last years.
Marketing Compliance: What You Need To Know
Surprisingly, with the growth of Internet marketing, there has been a corresponding rise in the need for marketing compliance.
Here are some essential points to remember:
The following are the some of the marketing compliance responsibilities of different persons;
People could hardly dispute the fact that the marketing environment shifts regularly, and new strategies are being adopted to engage the target market. However, all the marketing activates are not legal, and sometimes companies can go a wrong way by cross-checking the legalities of the whole marketing strategy with the right authorities.
Here’s a look at who is responsible for ensuring compliance with marketing laws in different jurisdictions:
National Advertising Division (NAD) – It is the organization, which controls advertising in the USA and its areas. NAD has a responsibility of monitoring and regulating print media advertisement, online advertisement, and direct response marketing.
The FTC is charged with the responsibility of implementing consumer rights in the United States including rights on advertising. In addition of the mentioned areas the FTC also has the role to deal with merger control, deception and other trade practices, other unfair methods of competition and matters that could potentially harm consumers.
For a business owner, there are some basic factors that you need to understand especially in the area of email compliance. There is always some new shift happening in the world of marketing, so having a good understanding of what compliance means and how it impacts you is crucial. If you follow the course outlined above, you will be on the right path to being in compliance with all the current regulations and conducting legal and moral marketing campaigns.
What Is Consumer Protection?
Marketing compliance therefore implies a way of verifying that all marketing activities a firm is involved in is legal by the laid down legal standards. This includes guaranteeing that all marketing communications are not misleading, contain no nature which is likely to be deemed as abusive. Further, marketing compliance can also entail evaluation of third party vendors involved in dealing with the company to check on whether or not they are compliant.
Consumer protection is one of the most well-known branches of law which aims to protect consumer in regard of fraud, deception and other vices. Regulations concerning consumers are different around the globe, but the basic principles are quite similar. Such laws usually ban businesses from presenting themselves and their products or services as something they are not, the sale of products that are deemed hazardous or unlawful and high pressure selling.
Conclusion
Marketing compliance is still relatively new subject, but it is increasing in popularity slowly but steadily during the latter years due to increased legal awareness on the part of business organization’s concerning legalities of marketing. If you violated most of the rules you may be liable for fines and other legal consequences. In this particular article, let’s have a glance at the areas of the marketing compliance and what is important to remember. We will also give you some pointers on how to remain compliant even if you have no idea of the law as it currently stands. At last, we will provide you with the list that allows you to learn recent changes in marketing law.
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