By Michael Briggin
In a world without rules, running a business would mean selling anyone, anything, anywhere and doing any kind of marketing no matter what kind of method it is or what the odds are.
However, no matter if it’s inbound or outbound marketing, there are still legal parameters you must face as an organization if you want to target your customers.
CAN-SPAM Law
Email correspondence is one thing but email marketing on the other can lead to deceptive tactics for your organization if you’re not too careful.
The CAN-SPAM Act, a law that sets rules for any commercial email marketing whether you’re a B2C or B2B organization. Here are the main requirements per the FTC:
https://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-business
- Don’t use false or misleading header information.
- Don’t use deceptive subject lines.
- Identify the message as an ad.
- Tell recipients where you’re located.
- Tell recipients how to opt out of receiving future email from you.
- Honor opt-out requests promptly.
- Monitor what others are doing on your behalf.
Data Collection and Privacy
It’s important to have a privacy policy on your website to show your visitors that you’re being conscious of the data you collect from them and are using it without having to compromise your privacy.
Privacy laws like the California Consumer Privacy Act allow visitors to websites to opt out of their information being published if they believe it has been done so without their permission. More information about the CCPA below:
https://oag.ca.gov/privacy/ccpa
Intellectual Property
Make sure your intellectual property is protected and that none of your activities infringe on the intellectual property of others whose assets you use for your marketing campaigns. As long as you have trademarks for your brands and logos as well as copyrighting your content, you should be protected.
