3 Key Legal Issues When Marketing Online
If you are marketing your law firm over the Internet — and who isn’t these days? — you need to be aware of the legal issues that pertain to doing business online. The three key legal issues include:
1. Data collection and privacy.
To be able to market to consumers online, you must first collect their contact information. The methods you use to collect this information need to comply with current data collection and privacy laws.
2. Intellectual property.
You not only want to ensure your own intellectual property is protected, but also that none of your activities infringe on the intellectual property rights of others. When marketing products or services online, be sure that your brands and logos are protected with trademarks. You may also want to copyright the content on your blog or website.
In addition, you should include an intellectual property clause in your Terms of Service that details IP use expectations for your trademarks and copyrights as well as those of other owners that may appear on your website.
One of the main ways marketers infringe on IP is using protected images. There are lots of free image websites out there — or inexpensive ones for stock photography — that you should access to ensure you don’t inadvertently use copyrighted images.
The Federal Trade Commission (FTC) regulates online advertising, including privacy, anti-spam rules and truth-in-advertising. When using email marketing, companies must comply with the CAN-SPAM anti-spam law, which requires that you:
Do not use misleading or false header information
Do not use subject lines that are deceptive
Tag any advertisement as an ad
Provide recipients with your contact information, including location
Allow recipients to opt-out of receiving future emails
Promptly remove recipients who opt-out
Monitor the activities of third parties conducting email marketing on your behalf
The FTC has published a handy guide to reference so you can make sure your firm is in compliance with this law.