The REAL SMX Presentation

8/9/2019 The REAL SMX Presentation

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The Laws and Guidelines

SMX Advanced London, May 2010


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ASAs UK Code of Non-broadcast Advertising, SalesPromotion and Direct

MarketingAKA - the Code

The Digital EconomyAct 2010


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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


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What You Are

Doing Wrong



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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


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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/9vWjk2


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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


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Tombola Bingos offensive video Offensive Facebook ad


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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


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Lego Fail Whale - tveskov on Flickrhttp://bit.ly/9pdgUQ
http://bit.ly/9pdgUQhttp://bit.ly/9pdgUQ


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The consequences



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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)


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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


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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?


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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


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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.aspx


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SEO Consultant> [email protected]

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:[email protected]://www.distilled.co.uk/http://twitter.com/melissa601http://twitter.com/melissa601http://www.distilled.co.uk/mailto:[email protected]

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