11. 1
March 2011 Advertising Standards
Authority became responsible for
regulating online marketing.
Weekly adjudications eg banned a series of
online ads for Lynx spray that ran on Yahoo,
Hotmail, Spotify... for being ‘likely to cause
widespread harm and offence”
12. 2
Privacy and Electronic Communications (EC
Directive) Regulations 2003 prohibit
unsolicited electronic marketing material
unless covered by the “soft opt-in” rule.
Covers email & text messaging. Breach can
result investigations, fines, damages and
criminal liability. Criminal sanctions may be
imposed on company directors.
13. Limitations of standard mobile
screens don’t mean marketers
can ignore the rules.
Give information about the
marketing you intend to do
before sending a marketing
message or even before you
collect the mobile number.
For example, in an advert, or on a
website where the recipient signs
up for the service.
Source: Information Commissioner’s Office
14. 3
Since 2007 companies in the UK have
needed to include regulatory information
on their websites and in their email footers,
such as company number and registered
address (not always the main contact
address) or risk being fined under the
Companies Act.
Text message – company url.
15. 4
Disability Discrimination Act (DDA) 1995
Part 3 made organisations responsible for
making websites accessible. Legislation
policed by Royal National Institute of the
Blind (RNIB) which forced a number of
companies to make changes to avoid
prosecution.
16. 4.1
Since October 2010 the Equality Act has
replaced ‘most of’ the DDA. The RNIB
points out that the newer legislation is
‘anticipatory’, which means you cannot wait
until a disabled person wants to use your
services, but you must think in advance and
on an ongoing basis, about ‘potential’
illegality.
DDA applies to situations before October ‘10
17. 5 May 26 2012 the EU Cookie Law will come
into effect in the UK. The EU's Privacy and
Communications Directive came into force
on May 26 2011 but UK websites given one
year to comply. Need to inform and obtain
consent for the use of cookies - “Consumer
Transparency Framework”
18. 6 A green paper setting out the scope of a
new communications act by the end of this
year. It is expected to include regulation
covering programming content on the
internet. And what else online?
19. 7+8
European Data Protection Framework
(EDPF) Review – Jan 2012? Prohibition of
any direct marketing without consent
Digital Economies Act, code drawn up by
Ofcom... Courts... confusion
20. 9 Hargreaves Review, Intellectual Property
framework - the 'Hargreaves Hypothesis' -
that the current copyright licensing
system is not fit for purpose for the
digital age... feasibility study
21. 10
RIP Stop Online Piracy Act (SOPA) or its
Senate counterpart, the Protect
Intellectual Property Act (PIPA) but... a
month later, the Senate is preparing to
fast-track the Cybersecurity Information
Sharing Act of 2012
22. publish and be agile
Flexible, adaptable, human tools and methodologies to
guide content projects, their rationale, implications and
implementation, leading to...
More confident (risk assessed) deployment of content
iacross channels and delivery mechanisms.
23. Don’t reinvent the wheel – eg harness existing
processes like editorial calendars
What Don’t avoid risk – mitigate it eg content risk
matrix
When Educate, educate, educate
How Make it doable
Who Realistic timescales / approaches
Next!
