Post on 30-May-2018
8/9/2019 The REAL SMX Presentation
1/18
8/9/2019 The REAL SMX Presentation
2/18
The Laws and Guidelines
SMX Advanced London, May 2010
8/9/2019 The REAL SMX Presentation
3/18
ASAs UK Code of Non-broadcast Advertising, SalesPromotion and Direct
MarketingAKA - the Code
The Digital EconomyAct 2010
8/9/2019 The REAL SMX Presentation
4/18
The Committee of Advertising Practice (CAP) is the self
regulatory body that creates, revises and enforces the Code.
Ref: Preface to the Code
CAP Help Note on Advertising Virals states: Advertising virals - , -r e e m ai l t ex t o r o th er n on b ro ad ca st m ar ke ti ng m es sa ge s t ha t a re d es ig ne d t o s ti mu la te s ig ni fi ca nt c ir cu la ti on by recipients to
. ( ) ,generate commercial or reputational benefit to the advertiser from the consequential publicity They are usually put into circulation seeded by the advertiser with a request, .either explicit or implicit for the message to be forwarded to others Sometimes they include a video clip or a link to website material or are part of a sales promotion
.campaign
8/9/2019 The REAL SMX Presentation
5/18
What You Are
Doing Wrong
SMX Advanced London, May 2010
8/9/2019 The REAL SMX Presentation
6/18
Not making your identity or intentionsclear
2.2 Unsolicited e-mail marketing communicationsmust be
obviously identifiable asmarketing communications
without the need to open them (see rule 10.6).
2.3 Marketing communications must not falsely claim
or imply that the marketer is acting as a consumer
orfor purposes outside its trade, business, craft or
profession; marketing communicationsmust make
cleartheir commercialintent, if that isnot obviousfrom
the context.
Ref:theCode, Sections2.2and 2.3
8/9/2019 The REAL SMX Presentation
7/18
Orlando Figes and the false Amazonreviews
References:
Orlando Figes Bocko M. on Flickr http://bit.ly/9vWjk2
Guy at computer scriptingnews on Flickr http://bit.ly/atbHYn
http://bit.ly/9vWjk2http://bit.ly/atbHYnhttp://bit.ly/atbHYnhttp://bit.ly/9vWjk28/9/2019 The REAL SMX Presentation
8/18
Being wilfully offensive to getattention
4.1 Marketing communications must not contain anything that is likely to cause serious or widespread offence.Particular care must be taken to avoid causing offence on the grounds of race, religion, gender, sexual orientation, disability orage. Compliance will be judged on the context, medium, audience, product and prevailing standards.
Marketing communications may be distasteful without necessarily breaching this rule.
Marketers are urged to consider public sensitivities before using potentially offensive material.
Ref: the Code, Section 4.1
8/9/2019 The REAL SMX Presentation
9/18
Tombola Bingos offensive video Offensive Facebook ad
8/9/2019 The REAL SMX Presentation
10/18
Misusing databases
10.10 The extent and detail of personal information
held for any purpose must be adequate and
relevantand should not be excessive for that purpose.
10.11 Personal information must not be kept for
longer than is necessaryfor the purpose for which it was
originally obtained.
10.12 If after collection they decide to use personal
information for a purpose significantly different from that
originally communicated, marketers must first get the
explicit consent of consumers.
Ref:theCode, Section10.10 10.12
8/9/2019 The REAL SMX Presentation
11/18
Lego Fail Whale - tveskov on Flickrhttp://bit.ly/9pdgUQ
http://bit.ly/9pdgUQhttp://bit.ly/9pdgUQ8/9/2019 The REAL SMX Presentation
12/18
The consequences
SMX Advanced London, May 2010
8/9/2019 The REAL SMX Presentation
13/18
Violations of the Code could resultin:
Sanctions
Adverse publicity
Withholding of media, contractorsand service providers services
Imposed pre-vetting
Referral to the Office of FairTrading for legal action
Ref: Preface to The CAP Code The UK Code of Non-broadcast
Advertising, Sales Promotion and Direct Marketing (the Code)
8/9/2019 The REAL SMX Presentation
14/18
BUT...
This is determined by a self-governing
industry panel
The panel is not
a police force someonemust
make a complaint
Ref: Preface to the Code
8/9/2019 The REAL SMX Presentation
15/18
The Digital Economy Act2010
The Digital Economy Act covers
copyright infringement.
Do you know where your images, videos and text
come from?
Are they Creative Contents-licensed?
Have your credited sources properly?
8/9/2019 The REAL SMX Presentation
16/18
Digital Economy Actconsequences
Inclusion on a copyright infringement list Section 4 of the Digital Economy Act
Having limited or blocked internet accessSections 9-12 of the Digital Economy Act
Paying for costs incurred during a subscriberappeal Section 15 of the Digital Economy Act
8/9/2019 The REAL SMX Presentation
17/18
References
The UK Code of Non-broadcast Advertising, Sales
Promotion and Direct Marketing
http://bcap.org.uk/The-Codes/New-Advertising
Codes.aspx
Help Note on Advertising Virals
http://copyadvice.co.uk/Ad-Advice/Help
Notes/Advertising-Virals.aspx
The Digital Economy Act 2010
http://www.opsi.gov.uk/acts/acts2010/ukpga_20
00024_en_1
http://bcap.org.uk/The-Codes/New-Advertising-Codes.aspxhttp://bcap.org.uk/The-Codes/New-Advertising-Codes.aspxhttp://bcap.org.uk/The-Codes/New-Advertising-Codes.aspxhttp://bcap.org.uk/The-Codes/New-Advertising-Codes.aspxhttp://copyadvice.co.uk/Ad-Advice/Help-Notes/Advertising-Virals.aspxhttp://copyadvice.co.uk/Ad-Advice/Help-Notes/Advertising-Virals.aspxhttp://copyadvice.co.uk/Ad-Advice/Help-Notes/Advertising-Virals.aspxhttp://copyadvice.co.uk/Ad-Advice/Help-Notes/Advertising-Virals.aspxhttp://www.opsi.gov.uk/acts/acts2010/ukpga_20100024_en_1http://www.opsi.gov.uk/acts/acts2010/ukpga_20100024_en_1http://www.opsi.gov.uk/acts/acts2010/ukpga_20100024_en_1http://www.opsi.gov.uk/acts/acts2010/ukpga_20100024_en_1http://www.opsi.gov.uk/acts/acts2010/ukpga_20100024_en_1http://www.opsi.gov.uk/acts/acts2010/ukpga_20100024_en_1http://copyadvice.co.uk/Ad-Advice/Help-Notes/Advertising-Virals.aspxhttp://copyadvice.co.uk/Ad-Advice/Help-Notes/Advertising-Virals.aspxhttp://bcap.org.uk/The-Codes/New-Advertising-Codes.aspxhttp://bcap.org.uk/The-Codes/New-Advertising-Codes.aspx8/9/2019 The REAL SMX Presentation
18/18
SEO Consultant> melissa.campbell@distilled.co.uk
Distilled> www.distilled.co.uk
> twitter.com/melissac601
Melissa specialises in social media
marketing and content creation.
She was a copy editor for an international
legal guide before joining Distilled.
mailto:melissa.campbell@distilled.co.ukhttp://www.distilled.co.uk/http://twitter.com/melissa601http://twitter.com/melissa601http://www.distilled.co.uk/mailto:melissa.campbell@distilled.co.uk