legal aspects of digital and interactive marketing · 1. digital marketing = ? 2. interactive...
TRANSCRIPT
December 2, 2010
Legal aspectsof digital and
interactivemarketing
Jan-Diederik Lindemans
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Introduction
1. digital marketing = ?
2. interactive marketing = ?
3. legal aspects thereof = ?
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Introduction (2)
1. digital marketing = ?
“Digital Marketing is the practice of promotingproducts and services using digital distributionchannels to reach consumers in a timely, relevant,personal and cost-effective manner.” (Wikipedia)
2. interactive marketing = ?
3. legal aspects thereof = ?
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Introduction (3)
1. digital marketing = ?
2. interactive marketing = ?“Interactive marketing is the ability to address thecustomer, remember what the customer says andaddress the customer again in a way that illustratesthat we remember what the customer has told us.”(John Deighton (Harvard Business School))
3. legal aspects thereof = ?
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Introduction (4)
1. digital and 2. interactive marketing
Banner, webvertising, search engine optimisation,search engine advertising, adwords, metagmanipulation, spam, social media, mobileadvertising, blog, microsite, etc.
3. legal aspects thereof = ?
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Introduction (5)
1. digital and 2. interactive marketing
3. legal aspects thereof = ?
- No “Facebook Treaty”, “SEO Act”, … no rules ?
- Same same, but different: new applications ofcopyright, trademark, unfair trade practices, …
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Introduction (6)
» Today’s approach: Legal Rules of Thumb
Not about problem-solving but about problem-spotting
» Please, do disturb!
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Rule of Thumb 1: It’s all advertising
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Rule of Thumb 1: It’s all advertising (2)
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Rule of Thumb 1: It’s all advertising (3)
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Rule of Thumb 1: It’s all advertising (4)
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Rule of Thumb 1: It’s all advertising (5)
Definition of advertising « reclame/publicité »)under Belgian law:
“communicatie die rechtstreeks of onrechtstreeks ten doelheeft de verkoop van producten of diensten te bevorderen ...ongeacht de plaats of de aangewendecommunicatiemiddelen.” / “elke vorm van communicatiebestemd voor het direct of indirect promoten van degoederen, diensten of het imago van een onderneming”
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Rule of Thumb 2: Contentious content
Domain name grabbing est mort,
Vive le username squatting!
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Rule of Thumb 2: Contentious content
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Rule of Thumb 2: Contentious content (2)
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Rule of Thumb 2: Contentious content (3)
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Rule of Thumb 2: Contentious content (4)
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Rule of Thumb 2: Contentious content (5)
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Rule of Thumb 2: Contentious content (6)
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Rule of Thumb 2: Contentious content (7)
» Section 3. Administering a Promotion through theFacebook PlatformYou may not administer any promotion throughFacebook, except that you may administer a promotionthrough the Facebook Platform with our prior writtenapproval.
» 6.4 We may remove any materials related to apromotion at any time, regardless of whether thepromotion was approved, where we determine thecontinued marketing or administration of such promotionmay be unlawful under applicable laws, rules,regulations or guidelines or may cause unreasonableliability for us.
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Rule of Thumb 2: Contentious content (8)
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Rule of Thumb 2: Contentious content (9)
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Rule of Thumb 2: Contentious content (10)
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Rule of Thumb 2: Contentious content (11)
- Typical issues: (musical) copyrights, trademarks, portraitrights and defamation
- Core problem: less / no control
- User terms and conditions not always ideal solution:
• claim damages from users? => perception issues
- Ultimate test: What’s the damage (to product, to brand,to image, to…)
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Rule of Thumb 3: Protect yourself against SEO
» Metatag (manipulation)
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Rule of Thumb 3: Protect yourself against SEO (2)
» Metatag (manipulation)
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Rule of Thumb 3: Protect yourself against SEO (3)
» Metatag (manipulation)- Violation of trademarks, unfair trade practice, tort, …
- What is lawfull today, may not be so tomorrow:
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Rule of Thumb 3: Protect yourself against SEO (4)
» Metatag (manipulation)- Violation of trademarks, unfair trade practice, tort, …
- What is lawfull today, may not be so tomorrow:
- Metatag manipulation is so 2000: Spamdexing
hidden links, etc.
technically possible = lawfull ?
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Rule of Thumb 3: Protect yourself against SEO (5)
» Metatag (manipulation)- Violation of trademarks, unfair trade practice, tort, …
- What is lawfull today, may not be so tomorrow:
- Metatag manipulation is so 2000: Spamdexing
hidden links,etc.
technically possible = lawfull ?
- The Calimero-excuse:
avoid spamdexing
agree on liability
with SEO Co. / client
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Conclusion
Be creative, bold, refreshing, but…
if you call your lawyer, you probably alreadyknow that you did/plan to do something
wrong.
