Understanding the New Legal Landscape for Marketers

Marketing a company will always include company management making regular alterations to their marketing strategy and policy when conditions change in the marketplace. Of course, any solid marketing strategy will also include a legal component designed to protect the business, as well as maintain sound policy regarding treatment of customers. In particular, and especially in the current business climate, the customer’s personal information and privacy are at the center of these customer protections. But, many companies utilising digital marketing may also have problems with company branding and other various legal issues.

Self-Regulation Focus

One of the major methods of protecting your business from a legal standpoint is complying with provisions set forth by industry organizations such as the Children’s Advertising Review Unit and Marketers in the Food Initiative. Major self-imposed business standards have been recommended by these business organisations for standards in how online companies operate. Internet activity among children has been a recent focus for some of these agencies designed to protect businesses from being entangled in major legal disputes. With the advice of a business law firm internet marketing can be a very effective and protected method of ensuring compliance as a company marketing policy.


Washington Woes

Of course, where there is business interaction, there is also eventually governmental intervention to some degree. Doing business in the United States presents multiple challenges because there are multiple agencies that claim oversight authority in any particular area of business. The Federal Trade Commission is the prime example of this oversight capacity, but the Consumer Protection Agency is likewise a major government authority agent. Running afoul of any U.S. trade agency should be avoided at all costs for the small to intermediate business.

Intellectual Property

Intellectual property protection is also central to the changes made in the past few years, and intellectual property lawsuits revolving around trademark and patent infringement are becoming a cottage industry for many patent owners. No matter how obsolete the patent or trademark, the IP trolls scour the web looking for potential legal respondents. In the U.S., all that is necessary to prove an infringement claim is meeting the proof burden of “preponderance of the evidence,” so it is very important to research any marketing claim or tool before actual implementation. Referring to information provided on a professional law marketing blog can help the small business operator determine the right company policy for maximum legal protection.

Cloud Computing Trends

One of the most serious financial concerns for any business is operational overhead. Maintaining in-house information storage can be a costly operation that can be better handled by finding a secure cloud service to use for optimum data storage and potential security improvement. The problems may eventually be in the cloud security programs, as companies store their client information in a data bank that is operated at a remote location. Any breaches of security in a cloud can mean that customer information may be vulnerable to theft from any of the overwhelming number of online hackers currently focused on stealing information. Any breach that results in information theft will assuredly put a company in the middle of a legal conundrum.

Defamation and company image can also often be the impetus for many company shortfalls, including problematic behavior from company endorsers and product line namesakes. Having a solid law firm helping the company craft a sound legal business marketing strategy is always a positive investment for any business.


About Sarah Smith

Sarah is a blogger, marketer and creative in general at Inspired Web and is currently learning about marketing, using the internet. Aside from working on her own business, she likes to use social media, and read travel books.

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